Brands Are Now In-Play: Creating a new Revenue Stream in a Seamless Way by Chloe Cave from Adverty.

foreign [Music] [Applause] very happy to be here at PGC London to kickoff 2023 I met so many industry friends it's made my day so happy I'm Chloe I'm VP of publisher Grove at everty so everything is a leading in-game advertising technology platform that integrate Brands into your game seamlessly so what does that mean for my role I get to work with top Publishers

in the world on their monetization strategy in a non-traditional and creative way so that makes me the lucky one today we're going to talk about Brands and gaming it's not a new topic I bump into an old colleague today um that I worked with like 10 years ago and she actually told me oh my God it's been 10 years we're still talking about Brands and gaming it's crazy right um I've been on the mobile I've been on the in the mobile industry for 10 years now on both demanding supply side I've heard developers telling me Oh I wish I see more brand ads in my games and on the other side I've heard brand advertisers telling me well I really want to invest more in gaming but how do I do it so today we're going to tell you more about that um so there are so many

discussions about how to bridge the gap as you can see there's a gap so for brand advertisers and for gaming Developers sounds like we all want the same thing but we're definitely are standing on the both sides right it's not a new topic we'll be talking about this well I've been in this industry for 10 years I've heard about it for 10 years but it's it's it's it's there people talk about it more than 10 years um but this year 2023 is going to be a different Year we're not just going to talk about it we're going to see this happen in front of us the Gap smaller for two sides to be in the middle and I'm saying this based on two things the first one is the reach so there's eight million people population in the world there's 3.2 billion gamers

they are a majority of them are play mobile games right um and half of them are women they are everyone around us they are our family they are our friends so gamer for brand advertisers isn't really a dirty word anymore and as a media channel gaming is way larger than film TV and music combined so the reach is there they are so ready to spend but through what kind of format um okay I actually skip one slice so anyway it's predicted by the end of this year you're going to see Brands country based 10 of your in-game advertising revenue and that's very exciting through

the format is called in play so brands are not the biggest spender in rewarding video ads interstitials or those like Banners at the bottom of your screen they just are not they want to buy some brand awaren ads in a more contextual way and in play is the answer and I'll show you how it works [Music] [Applause] [Music] so that's in play non-intrusive engaging literally bring real world ads into a

virtual world and we are working with many top International Brands and here are just a few names of it so brands are now in play what does that mean for you as a gaming studio it brings results for you because brands are now in play and let's talk about some numbers um Monday off they are the largest gaming studio in South Korea they specialize in hyper casual titles and as a hyper casual Studio they understand the importance of player retention rate so when they first tested in play play retention is the main kpi we were not even talking about Revenue but I think on the cake they saw six percent advertising Revenue uplift they tested a few more other titles and now in play is there in their main

existing monetization stack so for all their new release titles you see in play another one two dreams do dreams have this car battle uh game and they have different kind of Stadium things before they use in play they actually they already had the billboard there and they Place fake cats just to make the stadium look more realistic and within play they're able to just deliver real ads and monetize their players at the same time another one zulake I like this game just I'm so addictive to it because you can spend it in the game 30 minutes an hour and that's the power the potential of it because the game session length is so long and with them they've got all the data

so they know their players are spending most of the time at the lobby so they have three five Billboards in there so if you count one billboard shows one ad um within 20 seconds then that's how many hundreds of additional ad requests just per session right so the potential is there and because of that in play is now driving 15 of their total revenue every month consistently so that can be you and it works for every games um works really well for sports and racing because for this type of game you probably already have billboards in the game scenes with fake ads so simply replace them with in play and then you can show real ads and start making money it works really well for action and

shooters usually we have like three things and again you want to make the game seems more look more realistic so you have fake billboards with fake ads but within play you are actually showing real ads so your player might see Mercedes or McDonald's ads at the bus station and then when they play the game they see that again so for advertisers it's it's amazing it drives brand awareness and it works really really well for hyper casual titles I this genre really makes me really excited about in play because there might not be any existing Billboards in the game but that's how you can make your creativity run wild right as long as there's space there you can create a billboard or like the matching finger here second from the right you can just

place a billboard on the box it works for runners type of hyper casual title it works really well when a player just runs and then you can place five to ten Billboards on both sides and that's how many at requests five to ten per level [Music] and works really well for simulation and social the reason is for this one is because players stay in their titles like for a long time 10 20 30 minutes an hour and you are able to show them 10 20 50 100 Billboards in one game so the potential is there and we have two well well we served over like a set of static and video ads and so the placement itself is universal Universal and if you have your video enabled we

will just show the ad that bits higher but it's up to you you have the full control you can decide if you only want to show static or you want to show both or it depends on the things as well and here this slide I would like to talk about the potential so on average a player spends 4.3 minutes in one session and if you show them one reward video ad that's 30 seconds taken away from players playing your game if you show two that's 60 Seconds so it's very critical to find the right balance so you want to make money from the players because you know you offer them this game free service and you need to make money but also you don't want to upset them

right you don't want to show them too too many ads and then it's going to affect your store rating so my proposal is to make this mix up you know put some implant ads in there because it doesn't matter if you show them one ad a hundred or even 500 it still doesn't take any gameplay time away and you made them happy and then you are making yourself happy it's a win-win situation and here's a recap um of the the points like what I am personally passionate about um in play it's very engaging non-intrusive immersive it makes the game scene look more realistic um it monetize a hundred percent of the gameplay time so you don't really have to uh sacrifice

um your monetization strategy and you also make your players happy and because you you create this amazing game you want your users players to play your game not just spend their time watching ads and it's very very scalable we have demand globally and because of the I request that I mentioned you can show them way more than rewarded video ads or interstitials and last one is in play as a monetization solution can sit on top of your existing monetization stack it doesn't you don't need to replace anything and and you it can run alongside with that so that's additional Revenue and we are working with many top Studios already and I would love more of you to

join our amazing journey so that's in play thank you any questions [Applause] we've got time for a question or two if anyone's got anything they want to ask your action yeah like you click on them and take you away from the game well we have that feature yeah but you can you have the full control to decide if that one if you want it on off um and also I would say depends on which scene that you're gonna put in as well if it's in the menu thing it makes sense because it doesn't really matter if your users are redirected to another page and then they will come back but for example if it's raising title you don't really want them to be taken away

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