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Why Khloé Kardashian is the average gamer and programmatic doesn’t always mean performance

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Why Khloé Kardashian is the average gamer and programmatic doesn't always mean performance
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By Niklas Bakos, founder, Adverty

A fair assumption, for those new to the fast-changing, often misunderstood world of gaming, is that everything you thought you knew is probably wrong.
Here’s a test. Picture a typical mobile gamer. And then, with that image in mind, answer these three questions: a) which gender plays mobile games for longer and more often? b) what’s the average age of a mobile gamer? And c) which fashion brand’s gaming strategy was recently spotlighted in Vogue Business?
Alright, now the answers. That’s a) women*; b) 36*; and c) Gucci. So unless your imagined gamer looked like, say, 36-year-old female fashion fan Khloé Kardashian, chances are you were a bit off base.
The fact is, while many gamers are young and male, these days they are far too diverse a group – male, female, old, young and in-between – to be captured by easy stereotypes.
…and more misleading perceptions about gaming
Even within the advertising industry, the picture of gaming is not always entirely accurate, in specific ways. Take the perception of in-game advertising. It’s a digital ad and you buy it programmatically, so presumably it’s performance-based?
Well, no. The real value of genuine in-game advertising is in its power as a branding tool – and we have the research to prove it.
A study of gamers conducted last year with Dentsu Data Labs found that 84% were aware they had seen ads within the game, while 78% of those who saw an ad were able to recall the brand they had seen.
Ads like these are transacted programmatically, possibly creating an anticipation of performance-based advertising. But the point of the immersive, unobtrusive ads in our own In-Play format is to offer brand awareness in realistic virtual locations that allow advertisers to fit seamlessly into games.
Gamers interact with brands, but they don’t click, so while there is no CTR, these ads find their value in interaction and brand lift. Programmatic: yes. Performance: no.
OOH and gaming share a problem
You could inversely compare the situation to that of out-of-home advertising. OOH lives exclusively in brand budgets and is perceived to be a pure branding medium. But outdoor companies are doing all they can to create formats that operate on a performance basis. Consequently, the programmatic world is increasingly blurring its stereotypes and pulling in brand advertisers.
In effect, each wants what the other has. OOH wants to be known for more than just brand-building, and in-game advertising companies like ours want to alert brands precisely to our branding strengths.
And just as OOH offers arguments for both branding and performance, in-game platforms like our own are designed to serve both functions. While In-Play is unobtrusive and immersive and geared to brand awareness, our In-Menu format lets brands place contextually relevant, performance-focused banner ads in between games.
So how should brands file their gaming ads? Simply place them in branding budgets for in-game and under performance for in-menu.

Don’t let good opportunities be clouded by bad categorisation

The point of this is not just to quibble about definitions but to fix preconceptions that risk blinding brands to the realities of a media opportunity that is growing faster than any other. The pandemic, as we all know, has swelled the ranks of gamers, but this is not a here-today, gone-tomorrow channel for times of boredom.
Morgan Stanley last year estimated that there are 2.6 billion gamers across the globe – a roughly two-fold increase in just five years. As far back as the distant pre-pandemic days of 2019, that meant annual revenue of US$135 billion worldwide, giving the video game industry a greater economic impact than film and music combined.
The blossoming of 5G and cloud-based gaming services in the coming years means the glory days of games are almost certainly ahead, particularly in mobile, as experiences boom in both sophistication and scale.
In an advertising channel of increasing nuance, verification and measurement are advancing month by month; planning and buying have never been easier; and available inventory multiplies exponentially with every year.
That is why it is important that we put to bed limiting stereotypes of all kinds. Whether you apply it to branding or performance for your particular brand, you should see advertising in and around games for what it is: a media channel that goes where others don’t, at an almost unimaginable scale, and that has more than earned its place in media strategies of all kinds.
* Source: MoPub

Gaming

Azerion Announces Launch of Habbo Hotel: Origins

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Azerion proudly announces the launch of Habbo Hotel: Origins, inviting players to relive the magic of the iconic virtual world as it existed in 2005. This thrilling release marks a major milestone in online gaming history, inviting players to experience the original charm and magic of the early Habbo Hotel.

Habbo Hotel: Origins allows players to relive the magic of the original Habbo experience, meticulously recreated to mirror its 2005 counterpart. With a focus on authenticity and community engagement, it provides players with a genuine and immersive gaming experience that captures the essence of the early days of Habbo. By fostering community involvement and preserving the nostalgia of 2005, we aim to reignite the passion of longtime fans and introduce new players to the charm of Habbo.

Today, we invite players to step back in time and experience the nostalgia of Habbo Hotel Origins. Featuring an authentic recreation of the game from 2005, this launch promises a fresh, community-driven approach to gameplay.

Exciting Features Await:

  • Users can launch the client from the Habbo Hotel Origins website.

  • Habbo Hotel Origins will host three hotels catering to English, Portuguese, and Spanish-speaking players.

  • As an 18+ game, Habbo Hotel Origins marks a deliberate shift in the target audience, offering a more mature and immersive experience. While retaining the essence of 2005, Habbo Hotel: Origins introduces necessary updates to comply with modern safety regulations. These include revisions to the call for help flow, additional profile options for enhanced privacy control, GDPR support for data management, and mandatory TOTP registration/login to bolster account security.

  • A Community-Led Journey: In a departure from convention, Habbo Hotel: Origins will adopt a community-led approach to development. In the InfoBus Park room, important questions about development and direction will be posed, with players empowered to vote on these questions and influence decisions, actively shaping the future of the game.

“We couldn’t be more excited to present Habbo Hotel: Origins to our players worldwide,” said Jurriaan van Teunenbroek, VP of Games and Content at Azerion. “This release is the culmination of countless hours of hard work and dedication from the Habbo team, highlighting the enduring legacy of Habbo. We invite players from across the globe to join us on this nostalgic journey and take a trip down memory lane with Habbo Hotel: Origins.”

“I am very excited that we are able to release something that the community has been asking for years. Now everyone come and see what made Habbo popular all those years ago!” continued Mika Timonen, Product Director of Habbo.

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Asia

GamingCon – India’s Newest Gaming Festival

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Gear up for an unparalleled gaming experience as GamingCon, India’s inaugural gaming festival, arrives in Mumbai at the NESCO Center from November 30 to December 1, 2024. This groundbreaking event is set to transform the Indian gaming landscape. It offers a blend of innovation, entertainment, and community engagement. Celebrating the Spirit of Indian Gamers, GamingCon marks a new era for the gaming community in India.
Unleashing the Potential of India’s Gaming Industry
As the first of its kind in India, GamingCon showcases pioneering advancements in gaming technology providing a platform for gamers, tech enthusiasts, and pop culture fans to unite. The event promises an unforgettable experience with:
● Hands-On Gaming Experiences: Attendees will explore the latest games, product launches, and VR experiences. This offers an immersive dive into the latest in gaming technology.
● Insightful Conferences: Industry experts, animators, VFX artists, and development teams will engage in discussions providing insights into the fun and serious sides of gaming.
● Cosplay Events: A vibrant cosplay event where attendees can dress as their favorite gaming characters and compete for exciting prizes.  ● Career Focus: A dedicated career zone where aspiring game developers, designers, and artists can meet potential employers.
● Influencer Interactions: Leading gaming influencers will connect with fans through live gameplay, and how-to sessions.
Vikas Vij, the Managing Director for IDEX Events, organizer of GamingCon, brings his extensive global event experience and passion for gaming to spearhead this transformative event. “GamingCon is not just an event; it’s a celebration of the vibrant and rapidly growing gaming culture in India. We are thrilled to bring together gamers, developers, and industry leaders to create an experience that will inspire and connect the gaming community,” said Vikas Vij.
Under his leadership, GamingCon aims to create a dynamic platform for the gaming community in India.
Why Attend GamingCon?● Network and Connect: A unique opportunity for developers, marketers, streamers, YouTubers, and influencers to network, learn, and grow.
● Brand Exposure: Over 10,000 gamers and tech enthusiasts, along with 100+ gaming, tech, and lifestyle brands will come together under one roof.
● Interactive Experiences: Attendees can engage with interactive demos and activities, creating memorable experiences.
Participation and Sponsorship
GamingCon provides a platform for brands and attendees to forge valuable connections with industry leaders, game developers, publishers, and fellow gaming enthusiasts. Whether you’re looking to explore potential partnerships, collaborate on future projects, or simply connect with like-minded individuals, GamingCon is the place to be. Don’t miss this opportunity to be a part of India’s premier gaming event and position your brand at the forefront of the gaming industry. Reserve your booth or sponsorship package today and unleash the power of your brand at GamingCon!
A Growing Industry
India’s gaming industry is experiencing exponential growth. By 2028, the country is expected to have over 900 million gamers. The market revenue is projected to reach USD 6.26 billion, driven largely by in-app purchases and ad revenues. GamingCon will showcase the very best of this exciting industry and its potential to both local and global audiences. (Source: “State of India Gaming’ Report FY23, released by Lunikai in collaboration with Google)
Be Part of History
Don’t miss out on the chance to be part of history as GamingCon marks a new era for the Indian gaming community. Join us at the NESCO Center in Mumbai and witness the future of gaming!
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Gaming

Plinko: A Classic TV-based Game, Now on Spinmatic’s Portfolio

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Television is an all-time massive communication medium, and the desire of becoming rich and famous watching participants on different shows has always been part of our culture.

And it’s not the first time casinos make the most of a TV game and its success… Fortune wheels, bingo machines… and now, Plinko!

More than four decades ago, in January 1983, Plinko was introduced in the world-known TV show “The price is right”, and the game is still part of the programme nowadays, being considered very often as the most famous pricing game of all times.

Being aware of the tremendous possibilities of this easy-to-play yet trepidant game, Spinmatic is launching a brand-new game category on its portfolio.

Plinko consists of a board full of blocking pegs in the form of a pyramid, with a certain number of winning spaces at the bottom. The aim of the game is to place the balls in the best winning spot to be awarded with the displayed prize.

With Spinmatic’s latest creation, Pinky Plinko, the company combines the classic excitement of plinko with a dash of colourful Asian vibes – giving a new look to the usual plinko game.

Set against an Asian-inspired backdrop, players place their bet from 0.1 to 80 and watch the ball zigzag down through a bunch of pins, building up the excitement with every bounce. They can choose their adventure with the Risk Level feature. Whether they’re feeling daring or prefer a safer path, Pinky Plinko lets them adjust the risk to match their betting style. For those who like a touch of strategy, the Hold & Drop feature will let them decide the exact moment to let the balls fall. A simple addition of control that will definitely engage players.

With its attractive features, gorgeous graphics and the thrill of big wins, it promises to be a hit with players looking for an entertaining and rewarding plinko game. Whether they’re a fan of traditional plinko or looking for something new to try, Pinky Plinko will provide them with an exciting challenge.

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