Video
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Mobile eSports as a Tool to Aquire & Retain: A Primer
You don’t need to be a devoted games industry observer to have noticed something of the recent rise of eSports. Organised competitive gaming has been around along time, of course. eSports’ nascent form was forged in the earliest arcade gaming tournaments in the 1970s, where players competed to win a patch declaring their prowess; presumably to be sewn onto an oversized distressed denim jacket. By the 1990s the notion of a ‘pro-gamer’ making money from prize winnings was established, but even then [...]
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Why Gaming Apps Can Win with 6-Second Video Ads
When King launched its ad business nearly two years ago, you sensed a struggle within the company between the burgeoning ad business and its well-established in-app monetisation strategy. The company has nearly 400 million MAUs, and there was clearly an opportunity to monetise that user with an ad model. Video ads, with their high CPMs, was the logical option for King. The problem, as I saw it, was the length of the video ad on their mobile games. For any of [...]
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Now & Next: eSports
Which event had more people watching live in the stadium in 2017? The Superbowl? The FA Cup Final? Or the Intel Extreme Masters? Well, you might have guessed it (though you may never have heard of it) – it’s the Intel Extreme Masters! In fact, with over 173,000 fans in attendance, this event, which includes competitions in League of Legends, Starcraft II, and Counter-Strike, had more spectators come through its gates than the other two events combined (as well as a [...]
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King: Testing New Reward Video Ad Format to Monetise 400+ Million Users
King is rumoured to be launching a media business later this year to help build revenue around its incredibly sticky global audience of 463 million monthly active users. The gaming giant has already made a number of key hires in the new part of the business – most notably Lucia Mastromauro, poached from Google, to be King’s UK MD. King needs to steer away from interruptive advertising, as it has been proven that this negatively affects in-app purchases. The game-playing experience is [...]
