Gaming

APPOCALYPSE NOW: MOBILE ADVERTISERS HAVE THEIR SAY ON PRIVACY-FIRST MARKETING

Published

2 years ago

June 7, 2022

Reading Time: 3 minutes

– Industry defining report from Tenjin and Growth FullStack sheds a light on mobile marketing one year on from Apple’s privacy changes –

Tenjin, a leading mobile measurement platform for indie and mid-sized mobile game publishers, together with Growth FullStack, a platform powering custom business intelligence for mobile advertisers, today release the full report of their revelatory research findings about the state of mobile marketing.

With billions of people shopping, socializing, scrolling and, of course, gaming on mobile for up to a third of their waking moments, it’s hardly surprising that mobile ad spend reached a spectacular $300 billion in 2021. This amount could hit as much as $350 billion in 2022, reflecting the strength of an industry boosted by permanent changes to user behavior brought about by the global COVID-19 pandemic.

Yet, for an industry that is so accustomed to knowing whom its dollars target and the return on investment they deliver with pinpoint granularity, the last year has been a rude awakening. Privacy-first changes have forever altered familiar ways of targeting and measuring ad performance, particularly on what is often seen as the most lucrative ecosystem of them all – Apple’s iOS.

Between the doomsaying predictions and a picture of booming ad spend, the reality mobile advertisers are operating in is much more nuanced. Tenjin and Growth FullStack wanted to drill deeper, and commissioned market research agency Atomik Research to conduct an online survey of more than 302 mobile advertisers in the UK and US.

Christopher Farm, CEO and Co-Founder of Tenjin, said:

“While the appocalypse may not have materialized as first predicted, our research shows that there are indeed some tectonic shifts underway. The reality is that the full ramifications of privacy-first marketing aren’t yet understood, even by people like us who spend their days entirely focused on deciphering them and coming up with solutions.”

Key findings:

Expectations vs reality – Despite feeling reasonably well prepared for Apple’s privacy changes (53% fairly, 15% very), the majority (55%) of mobile advertisers say that mobile advertising became more difficult in 2021. This had a considerable negative impact on advertisers’ revenues – The median estimated revenue loss due to Apple’s privacy changes was 39%.
Patchwork strategies – Mobile advertisers are using a patchwork of strategies to achieve success. 85% used probabilistic attribution or fingerprinting in 2022, despite more than three-quarters (77%) expecting Apple to clamp down on fingerprinting.
Teething problems with SKAN – Making the most of Apple’s anonymized SKAdNetwork data is a challenge for mobile advertisers. Few (32%) of companies have access to in-house data science talent, but three-quarters (75%) have implemented some form of marketing automation to gain insight from large, disparate datasets.
Gaming – Mobile games advertisers felt the impact of Apple’s privacy-first changes most keenly of all. They were more convinced that mobile marketing became more difficult in 2021 (gaming 68% vs 43% non-gaming), more likely to shift budget to Android (63% vs 48%), and use attribution methods such as probabilistic attribution or fingerprinting (91% vs 70%).
Optimism for 2022 – Despite a tough 2021, mobile advertisers are largely positive and bullish. 85% were optimistic that marketing would be less challenging in 2022, while almost two-thirds (65%) planned to increase rather than decrease their ad spend.

Christopher Farm commented on the findings:

“Mobile marketing can be best characterized as in a zombified state that’s somewhere between the familiar era of unrestricted targeting and the new, privacy-first one. The sustainability of the current patchwork model remains to be seen. It’s likely that, in the not too distant future, committing to understanding SKAN will become imperative rather than optional. And yet, despite a rough 2021 for mobile advertisers’ bottom lines, and with more change ahead, our research shows that advertisers’ optimism remains strong. After all, one thing is unchanged: the best mobile content and services are in high demand from billions of people the world over, on both iOS and Android.”

The research fieldwork took place with 302 companies with no known affiliation to Tenjin or Growth FullStack, and was conducted by Atomik Research, an independent creative market research agency that employs MRS-certified researchers and abides to MRS code.

Asia

Explore the mythic origins of Made-In-India Indus Battle Royale’s Avatars

Published

2 hours ago

July 3, 2024

Adrienn Sarkany

Reading Time: 3 minutes

Indian games are now increasingly getting more recognition for seamlessly blending mythology and tradition, which offers players a culturally rich experience. These games weave together ancient narratives and art with modern gameplay, resonating deeply with players and elevating India’s standing in global game development.

One standout example is the highly anticipated Indus Battle Royale by Pune-based SuperGaming, which has garnered over 11 million pre-registrations on Google Play. The Indo-Futuristic game is set in the distant future on the island of ‘Virlok’, which was once home to an ancient race of intergalactic explorers, ‘the Yaksha’. Players assume the role of Mythwalkers in search of the rare resource ‘Cosmium’.

For any battle royale, Avatars are integral to providing immersive gameplay as they allow players to choose their unique styles and skills. In Indus, Avatars are inspired by Indian history, mythology, and culture, each with its own captivating backstory. Despite their standardized functions, they come in diverse forms, enabling Mythwalkers to select models that best fit their preferences. Here is a glimpse into the fascinating legends behind the Avatars of Indus:

1. Adi and Adya

Series: Challenger

Background: Adi and Adya are the inaugural standard-issue Avatars, crafted after billions of credits and countless hours of research and development. Designed to embody and cater to the competitive spirit of Mythwalkers, they represent the cutting-edge technology that defines the Indus Battle Royale experience. These Avatars are chosen by those looking to balance efficiency with style.

2. Null and Void

Series: Explorer

Background: Null and Void are the initial prototype models that successfully landed on Virlok. Their utilitarian design reflects their age. Despite the creation of more sophisticated models, their charm and reliability make them a common choice for Mythwalkers. They symbolize the call of the infinite void, daring Mythwalkers to venture into the deepest secrets of the Cosmos.

3. Diya

Series: Yaksha Vintage

Background: Diya represents a connection to the happier times on Indus. This vintage icon has been revived with the hope of rekindling the past’s joy and celebration. Her design serves as a tribute to the rich cultural heritage of the ancient Yaksha race.

4. Neo Yash

Series: Yaksha Culture

Background: Neo Yash showcases the cultural values and aesthetics that were integral to Yaksha life. This Avatar embodies the fashion and artistic expression native to Indus, providing a glimpse into the cultural richness of the Yaksha civilization.

5. Rana and Arya

Series: Yaksha Glamour

Background: Known as a celebrated entertainer and dancer, Rana was the headline act of a traveling dance troupe. However, classified documents reveal that his glamorous public persona masked his true role as an elite agent working covertly for the Yaksha Council.

Similarly, Arya was renowned as a performer and master thief who used her performances as a cover for infamous heists. Despite appearing to reform, her continued collaboration with Rana hints at ongoing involvement in clandestine activities.

6. Heena

Series: Indus Icon

Background: Modeled after India’s well-renowned Olympic shooter, Heena is the greatest living bounty hunter in the Indus universe. Frequently summoned by COVEN, an intragalactic syndicate, the sharpshooter is called upon when Mythwalkers need exceptional skill or more often than not, a miracle.

7. Mor-ni

Series: Yaksha Heroes

Background: A legend in exile of the Champions Conclave, Morni is the rare female representative of the Immortal Peacock. Her indomitable will, tenacity, and deadly grace in combat have made her one of the most formidable warriors in Indus.

8. Mech Balika

Series: Indus Automata

Background: Originally a marionette in a theater run by automatons, Mech Balika’s design is inspired by the Rajasthani “Kathputli” string puppet. It remains unclear how or why she became a renowned combat unit, considering the Yaksha’s reluctance to weaponize their robotic creations, viewing it as a loss of innocence.

9. Pokhran

Series: Indus Automata

Background: Developed by the famous Indian scientist Homi J. Bhabha, Pokhran units were rescued by the Yaksha and widely deployed across Virlok. They powered the planet’s most remote corners and facilitated progress. Eventually, their resilience caught the attention of a Mythwalker who captured an intact unit, leading to the creation of this Avatar.

10. Sir-taj

Series: Indus Automata

Background: Sir-Taj is a technological marvel, representing the Yaksha’s deep reverence for their heritage. Universally adored on Indus, he has regained celebrity status among Mythwalkers due to his antics and viral videos on the internet.

The post Explore the mythic origins of Made-In-India Indus Battle Royale’s Avatars appeared first on European Gaming Industry News.

Erik Londré CEO of Karta

NASCAR unveils first step into the Fortnite ecosystem with custom Rocket Racing tracks inspired by its iconic events and venues

Published

4 hours ago

July 3, 2024

GamingAmericas.com

nascar-unveils-first-step-into-the-fortnite-ecosystem-with-custom-rocket-racing-tracks-inspired-by-its-iconic-events-and-venues

Today, NASCAR, America’s most popular motorsport, has officially entered the Fortnite ecosystem – announcing its debut with a one-of-a-kind, high-octane racing experience built in Rocket Racing.

Developed in partnership with award-winning UK metaverse studio, Karta, the experience launches with a Chicago Street Course map, styled on the real NASCAR Chicago Street Race taking place this Sunday 7th July, merging the thrill of NASCAR racing with the dynamic creativity of the Fortnite ecosystem.

With the first Chicago Street Map, players navigate multiple routes, master the art of speed, drift and avoid obstacles in intense multiplayer races or solo time trials.

Debuting ahead of the real-life Chicago Street Race, NASCAR’s official launch on Fortnite brings its second annual event in the center of one of the world’s greatest cities, into the Fortnite world. The map gives NASCAR fans, and players of all levels who may have never interacted with the sport, the chance to get closer to the real event than ever before – setting it apart from typical Rocket Racing maps.

With this fun experience aimed at gamers of all levels, NASCAR’s move into the Fortnite ecosystem isn’t just a one-time event while the Chicago race takes place. NASCAR is setting its sights on a permanent fixture on the platform, with the Chicago map marking the start of a long-term racing experience for players to continuously visit. Looking ahead at the NASCAR calendar, fans of America’s No. 1 form of motorsports and the Fortnite community can get excited, as NASCAR eyes wider plans to add more virtual recreations on the platform.

“NASCAR has always been about pushing boundaries and connecting with fans in exciting ways,” said Nick Rend, Managing Director of Esports & Gaming at NASCAR. “Fortnite provides the perfect platform to engage a global audience, blending the intensity of NASCAR racing with the immersive world of Fortnite. Karta, with their incredible creativity, attention to detail and innovative approach, were the perfect partners to help us bring this vision to life. We wanted to build something with longevity for both diehard NASCAR enthusiasts and the wider Fortnite community and we think we have succeeded with just that.”

Erik Londré, CEO of Karta, added, “Working with an icon of motorsports like NASCAR has been a dream come true. Our goal was to capture the essence of NASCAR racing – the speed, the strategy, the adrenaline – and inject it with a dose of Fortnite fun. The result is something truly special – a high-octane, visually stunning racing experience that we know players will love.”

Karta is an award-winning metaverse studio renowned for creating engaging virtual gaming experiences for global brands. Karta has established itself as a leader in creating accessible and impactful brand experiences within the metaverse across gaming, music and esports.

Since its inception in July 2021, Karta has collaborated with a diverse range of global brands, including Nicki Minaj, BLACKPINK, TWICE, Amazon Music, McDonald’s, Spotify, and Hugo Boss, solidifying its position as a trailblazer in the ever-evolving landscape of metaverse entertainment.

Gaming

Sebastian Goldt is the new CMO of InnoGames

Published

1 day ago

July 2, 2024

Peter Tolan

sebastian-goldt-is-the-new-cmo-of-innogames

Reading Time: 2 minutes

InnoGames GmbH today announces the appointment of Sebastian Goldt as its new Chief Marketing Officer (CMO). Goldt is being promoted from his previous position as Director of Growth and succeeds Felix Janzen, who will be taking on a new challenge outside the games industry.

Goldt will take over responsibility for all marketing activities and ensure that the developer and publisher of hits such as “Tribal Wars” and “Forge of Empires” continues to expand its position among the leading German games companies. Goldt will report directly to CEO and co-founder Hendrik Klindworth.

“Sebastian has been an important part of our team for over 12 years and has developed into a real pillar of our marketing department. His achievements in the development and introduction of future-proof tracking systems and his success in building effective teams in the areas of user acquisition and growth are particularly impressive. We are absolutely convinced that Sebastian is the perfect successor to Felix. We are very much looking forward to working with him to optimally market our 9 live games and the titles in our development pipeline,” commented CEO and co-founder Hendrik Klindworth on the personnel decision.

Goldt added: “Felix and I worked very closely together for a long time and achieved great results for InnoGames. I am therefore sad to see him go. At the same time, I am of course very pleased about my new challenge and the trust that has been placed in me. The internal conditions for my start in the new position could hardly be better: We have an incredibly dedicated and experienced marketing team, very successful games on the market and promising titles in the pipeline. However, these tremendous assets come up against an increasingly difficult marketing environment. The key to success will be to continue to align marketing in such a way that player acquisition is ensured – and at a reasonable cost. This will be my focus for the foreseeable future.”

Sebastian Goldt has been with InnoGames since 2012. After successfully completing a Master of Science in Industrial Engineering at the University of Applied Sciences Wedel, he initially took up a position as Project Manager Information Management at Hamburg-based RETC GmbH. Around two years later, he moved to InnoGames as Product Marketing Manager, where he gradually worked his way up to become Head of Performance Ad Networks, Marketing Director Business Development & Performance Channels and – finally – Director of Growth. After just under a year, he has now been promoted from this position to Chief Marketing Officer.

The post Sebastian Goldt is the new CMO of InnoGames appeared first on European Gaming Industry News.