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• The Programmatic Counter-Revolution: Why the Industry Needs to do its Bit to Avoid a Personal Data Backlash

  2 days ago News

  

  In this special contributed piece, Erick Fang, CEO of AI-driven ad platform Mintegral, considers the need for the programmatic sector to make the case for its responsibility, or risk imprecise regulation becoming the dominant governing force.   From time to time, I hear about a revolution in the online advertising business. Occasionally, I’ll listen in to conversations talking about how programmatic is up-ending the industry – changing ad buying habits, how consumers interact with adverts and transforming the industry with it. I do, [...]

• DeltaDNA Launches AdVantage Ad Management and Analytics Service

  3 days ago News

  

  DeltaDNA is well known throughout the games industry. It’s core offering combines data, analytics and marketing technology to serve engagement and monetisation. But the company is equally famed for its oft-quoted reports and presentations, which commonly found or buoy up gaming headlines across the globe. And now deltaDNA has launched a new ad management service called AdVantage. The platform promises to grant access to user-level ad revenue, as well as real-time player ‘lifetime value’ (LTV) calculations that purport to be more [...]

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• ironSource debuts new cross-platform mobile cross-promotion solution

  2 months ago News

  

  Mobile monetisation and marketing outfit ironSource has launched a new cross-platform solution that enables mobile developers to manage cross promotion campaigns while utilising a suite of ad network capabilities. Available to those that use the ironSource mediation platform – which TheGamingEconomy has previously covered – the new solution promises to maximise the value of all existing users by driving the adoption of games from across a given developer’s catalogue of titles. According to a statement to the press, the new ironSource technology [...]

• NBA 2K19 and the 'unskippable' ads fiasco

  2 months ago News

  

  2K’s long-standing and wildly popular basketball game NBA 2K19 has in recent days been the subject of a flood of frustration from players unhappy with the premium title’s apparent ramping up of ‘unskippable’ ads. It appears some of that frustration may be partially unfounded; the ads may not be unskippable, and they have always been part of the game. But the momentum that has built in recent days has seen a lashing out against 2K’s use of ads – and that [...]

• Developers can now build Synative playable game demos in Google Play for free

  2 months ago News

  

  Game ad tech specialist Synative has moved to make its Playable Studio platform free for devs looking to build playable ‘Try Now’ demos for Google Play. In essence Synative offers in Playable Studio an accessible platform for building playable ads, all without the need to write a single line of code. Using that platform game developers – or their marketing or PR colleagues with little-to-no dev experience – can build demos of their games that exist as a playable ad. Those [...]

• In-app ads: Are you leaving revenue on the table?

  4 months ago News

  Liz Waldeck-Pinckert is director of publisher monetization and strategy at mobile advertising and marketing platform AdColony. In this contributed piece, she shares valuable insights into embracing in-app advertising, while busting some myths about how users – and content creators – perceive in-game ads. If you’re just beginning to think about how to monetise your new app, or are thinking about working with ads for the first time, consider the following essential reading. Great work! You’ve just put the finishing touches on your [...]

• Next-Gen On-Device Mobile AI: What Is It & What Might It Mean for Game Ad Tech?

  4 months ago News

  

  Tencent, Qualcomm, and Vivo recently announced a new partnership, with a view to refining game experiences by harnessing the potential of on-device mobile AI. We’ve all heard so much about AI in recent months that it’s easy to assume any reference to it is simply over-enthusiastic marketing speak. But what this collection of tech giants have underway is pretty fascinating. It’s also somewhat confusing, as it’s a little complicated on the technical side of things. So let’s take a look at [...]

• PepsiCo Planned Space-Based Orbiting Billboard for Gaming Ad Campaign

  4 months ago News

  

  U.S. soft drinks giant PepsiCo was, until recently, planning to launch a gaming-focused advertising campaign hosted on billboards suspended in space. If you’re not familiar with ‘stratosphere advertisements’ – also known as ‘orbital display ads’ – brace yourself. Russian tech outfit StartRocket plans to releases networks of tiny ‘cubesat’ satellites into space, which can be arranged into formations that project light back to Earth; perhaps assuming the form of a company logo or slogan. As such, the satellite arrays essentially offer orbiting [...]

• Epic Removes Problematic Player-Created Content from Fortnite

  4 months ago News

  

  Gaming giant Epic has removed a player-created scene from the Fortnite gameplay map after the game’s fans reported that it depicted seriously problematic content. TheGamingEconomy will offer a brief warning here; this article will necessarily make very occasional and passing references to suicide. Back in 2018, Epic revealed that an area of the Fortnite map would be given over to a region called The Block. The idea is that Epic uses The Block to showcase some of the best player-made Fortnite environments, rotating [...]

• GDC Day Two Roundup: Google Enters Gaming Market with Stadia

  5 months ago News

  

  Google has made its move on gaming with the announcement of streaming platform Stadia.  The news came on the second day of the Game Developers Conference in San Francisco; and it surely stands as one of the most significant gaming reveals in the industry’s history. Such a major player moving in with such an ambitious platform could radically impact the broad ecosystem of the industry, the makeup of audiences playing games, and the way the medium is consumed and designed. However, Stadia’s [...]