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• Building a UA Strategy Around 'Affinity'

  5 days ago News

  

  In this guest post by the CEO of the mobile game insights and market data specialist GameRefinery, Markus Ramark considers a new way to build your targeting, and looks at why understanding player ‘affinity’ with given games might unlock new levels of success.   At its heart, the mobile games industry is a multi-billion dollar battle to find the highest spending, frequently playing, most loyal new players. Top-performing games are supported with marketing spend in the tens of millions, and app stores [...]

• Interview: AppLovin's Carl Livie on Making In-App Bidding Mainstream

  2 weeks ago News

  

  Late last year mobile marketing platform AppLovin acquired in-app bidding start-up MAX. The AppLovin team has since built out the MAX platform, and integrated the real-time mobile header bidding solution into its wider ecosystem. Now MAX has had a little time out in the wild in the hands of mobile developer and publisher customers, we caught up with Carl Livie, MD EMEA of AppLovin, to talk in-app bidding. Could it be that the long-promised in-app bidding revolution is finally underway? And [...]

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• 10 Billion Mixed Reality App Installs Predicted by 2024; MR Ad Spend to Hit USD$11bn (£8.54bn)

  4 weeks ago News

  

  ‘Mixed reality’ content will see 10 billion app installs by 2024, up from 3 billion in 2019, says a new report. The prediction comes from research and analytics outfit Juniper Research, which has published the results of a new study titled ‘Consumer Mixed Reality: Emerging Opportunities, Vendor Strategies & Market Forecasts 2019-2024’. ‘Mixed reality’ – or ‘MR’- is a term defined slightly different in different places; particularly since it’s deployment as marketing jargon when hype around virtual reality spiked in the wake [...]

• How Advertising Shortcomings Shaved 17% Off Twitter's Share Price

  2 months ago News

  

  Twitter isn’t a gaming platform. The social network may have seen a major uptake in gaming engagement in recent months, but while the likes of Facebook, WeChat and Kakao Talk have become homes for hyper casual, the micro-blogging platform has not. Still, there are lessons to be learned for game ad-tech providers – as well as game makers and publishers of ad-monetised games – after Twitter had a somewhat bad week. As reported by the BBC, on Thursday shares in Twitter fell by [...]

• Interview: Fyber's Offer Yehudai Talks Programmatic, Subscriptions and Getting In-Game Ads Right

  2 months ago News

  

  Earlier this year mobile monetisation platform outfit Fyber launched a significantly reworked version of its Fyber FairBid technology, having celebrated 10 years in business in the previous months. But what have the team learned about the changing in-game advertising landscape over that decade? And what does it mean that Fyber FairBid offers a unified auction technology for app bidding ‘built from the ground up for the in-app programmatic era’? TheGamingEconomy caught up with Fyber president Offer Yehudai to learn more about the [...]

• Admix's Vision for Ads as Game Assets: Moving From 'Ad Tech' to 'Game Development Tool'

  4 months ago News

  

  Game development sometimes has a complicated relationship with ad tech. Advertising solutions might help pay the bills, but they are often seen as something ‘other’; an entity that is separated from the technology that is used to actually make games. It’s a less than elegant oversimplification, but game developers use development tools, middleware and engines to make games. After that ad tech is applied or employed to monetise games. As such you’d be forgiven for thinking there were two very distinct [...]

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

  4 months 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

  4 months 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 [...]

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

  5 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

  6 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 [...]