Inside Mobile Gaming Advertising — Gabrielle Heyman // Zynga
- Part 1 Inside Mobile Gaming Advertising — Gabrielle Heyman // Zynga
- Part 2How Mobile Is The First Screen — Gabrielle Heyman // Zynga
Show Notes
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02:34Where we are today in terms of mobile gamingGaming is the preferred entertainment consumption habit of gen zs and millennials. More and more brands are flocking to gaming in order to future-proof their ad spend.
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04:36Why theres nothing casual about casual gamingCasual gamers will still pay for hours and hours on end. While some console games take a while to learn, casual games are a lot more simple to figure out.
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07:49Segmentation within the gaming industryGenerally, mobile gaming is mostly female while console gaming is mostly male. However, a lot of mobile gamers also own consoles, so mobile games are a great avenue for console game companies to advertise in.
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09:46Geographic segmentation within the gaming industryThis aspect is more important to marketers than it is to game publishers. As privacy laws become a bigger deal, contextual targeting matters more in terms of finding games that have the audience you want.
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11:35Partners in the gaming and advertising spaceMobi, ironSource, Facebook Audience Network and Applovin focus on advertising for mobile games within other mobile games. Bidstack, Anzu, and FairPlay do automated billboards within games.
Quotes
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"Multiple studies show that gen Z's preferred form of mass market entertainment is gaming. It might be a 50/50 spread of gaming versus TV and movies." -Gabrielle Heyman, Head of Global Brand Partnerships, Zynga
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"If you look at the playing segment of games, there's console, PC and mobile. It's roughly 25% console, 25% PC, and 50% mobile." -Gabrielle Heyman, Head of Global Brand Partnerships, Zynga
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"A lot of mobile gamers also own console games. So, mobile games are actually a great platform for console game companies to advertise in." -Gabrielle Heyman, Head of Global Brand Partnerships, Zynga
- Part 1 Inside Mobile Gaming Advertising — Gabrielle Heyman // Zynga
- Part 2How Mobile Is The First Screen — Gabrielle Heyman // Zynga
Up Next:
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Part 1Inside Mobile Gaming Advertising — Gabrielle Heyman // Zynga
Gabrielle Heyman, Head of Global Brand Partnerships at Zynga, discusses why mobile is still the first and most important screen. There are many different players within gaming in general who partner with marketers. Furthermore, mobile games are a great platform for console game companies to advertise, but they aren’t taking advantage of those opportunities enough currently. Today, Gabrielle talks about what is inside the mobile gaming advertising industry.
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Part 2How Mobile Is The First Screen — Gabrielle Heyman // Zynga
Gabrielle Heyman, Head of Global Brand Partnerships at Zynga, discusses why mobile is still the first and most important screen. The way we consume our entertainment nowadays isn’t solely through the television set. In fact, when most of us get home from work, we’ll probably have the TV playing in the background while we’re scrolling on Instagram and many of us are choosing to fill that time with mobile games. Today, Gabrielle talks about why mobile is still the first screen.
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