Curated Panel: How Brands & Publishers Are Navigating The New Gaming Media Landscape In 2026.

Now I would like to welcome Slava from Loop Me to the stage, Vincent from Tap Nation, Tina from Outfit 7, James from Dentu to the stage, and I believe we als Yes, there we go.
We're not even half as popular as Mate. Good job, man.
Yeah.
Uh, insightful presentation. Cool. Uh, we have about half an hour and a bunch of things to learn. So, uh, I'll introduce myself and then we'll do quick round of intros. We'll talk about 2025 and what factors when it comes to brand advertising in games we're entering with into 2026. Uh

we'll talk about you know agency and brand side of things and how they look at gaming and in app in general. And we'll ask our fellow publishers about the experience of how they work with brands. And then I hope we'll have time to leave with you some thoughts on what you should try and what good ideas you have we have for 2026 for you. Cool. So, uh I'm Slava. Uh I run publisher business development at Loopme uh in general industry over 10 years. Uh have been working in companies like Unity. Um and you probably know and don't really know Loopme much. Uh but you may work with us through Charoost, which is part of our company. Uh and you probably monetize your games with us.
Thank you. My turn. So, I'm talking Tina from Outfit 7. uh I guess you know my talking to and friends uh but also long for the company for more than 10 years now uh and now I'm overseeing both sides

from mediation uh part uh with all the third party and all the networks and all the our lovely um mediation partners and on the other side direct brand sales together with our sales guys which we are doing it for now for over five years Now um so we are speaking also direct with um brands and agency for some creative ad solutions.
Thank you. Um so I'm James Lodge. I head up the addressable team here at Densu. Um I've got kind of two facets to the team that I run. I've been here for about 13 years. Um one of them is I have a team of people that drive app downloads at scale. So that's kind of working with um high street retailers, finance, fastmoving consumer goods, quick service restaurants, you name it. And then the other part of my team is buying in-game inventory. And actually, as part of the conversation today, it's some of the challenges that we're getting faced from our clients around why should I be advertising in gaming.

So, we've kind of got we're driving app downloads and a lot of that is coming from gaming inventory. And then we've got that challenge around well, why should I be looking at gaming? Um, and why is it different to social for example.
Thank you. Hello everyone. Vincent here. So, I'm chief marketing officer at App Nation. We are game maker and publisher uh headquarter out of Paris. Um we've been in the business since 2019 and myself also been in industry for a bit more than 10 years working before on the network and mediation side. Um we have over close to two billion downloads now about 60 games originally hyper casual. We've pivot since a year and a half into more hybrid casual running a larger ship and and more recently puzzle games as well. Uh so I lead the UA monetization and creative department. Um so yeah excited to be joining the panel because we've been also for uh about two and a half years uh running more direct demand, more direct brand inside our games which with the goal to have better um ad quality and and also higher yield

and higher revenue uh for for overall ad revenue monetization. So yeah, excited to be here with this great panel guys.
Well, thanks for the intro. I think uh among four of us who share over 50 years of experience in in the industry which is cool. Um so first question uh you know we're at the start of 26 which is the way the reason I like PGC so January uh the previous year kind of wrapped and celebrated and you know it's still start of the year so a lot of things to do uh besides you know Bob has been crumbling because of Gen AI Max is dominating the space um you know 60 seconds creatives came over and annoyed uh players a But now they are kind of dialing down. I mean know as a player myself uh what are other things from publisher and uh you know brand agency point of view are important to have in hands when we talk about you know end of 25 start of 86.

Um yeah so to summarize in short I think the question you said is about how can we have better hard quality right? Um that that's been one of the challenges you mentioned the mediation all the network are taking more power they want higher CTR more clicks more attribution uh so definitely all of this has an impact on the uh player experience retention etc. So everybody's trying to control a little bit their template. Um and we saw an opportunity with direct brands where uh it's more branding and a bit less performance even though obviously there's a target of performance but the clicks the ad behavior is softer and and you will get more opportunity as well to uh direct advertisers and brand that are not here to um extract your users from your game and and redirect your users into other games and rather keep the higher retention by showing more brands. a little bit different type of advertiser rather than always seeing gaming ads. Um and and we also see a bit more premium

uh CPM coming from brands for specific region. So that allows you to uh fill in an average higher CPM into your campaigns uh and and in return TV and get a higher capacity to scale games a bit further with a bit more interesting and compliant ads than uh than only gaming. So it's really about diversification. Uh but obviously you need to find the right balance of is it r is it a positive for your team and your company how much budget do you get? What is the extra margin you're driving with this? Um being a small team we don't have the ambition to be a a big sales team and we know our agency likes to go to restaurants. So that's a part of the of the jobs as well [laughter]
all the time.
Yeah that's that's what I see from from you on this side. Yeah.
To to add a little bit. Yes. 2025 for sure was a year of optimizations and um finding the the right balance between uh brands mediation and uh at the end of

the day about users and yes as you both mentioned about quality and the shorter ads for example brand ads are usually shorter which also um reflects in better retention better for the users so better retention even then we can show maybe more ads so it's good for both and also If we are talking about the brand um ads itself, when you think about brand ads, also think about your product to find the right brand for your product. This is also something uh I think that we will be focusing even more. We are producing also the new features in mind with some specific brands so that we can also like at the end of the the day satisfies also our users. Um and I think that 2026 will be amazing year. Uh I think that it's finally time to start also for the brands um understanding how important is to advertise in game because game mobile uh phone is in all

our pockets and in our hands all day. So I think it's time for brands to come in even more that we are seeing the last few years. Yeah, I think from an agency's perspective, um, it's been interesting for us over the last 12 months. We have seen brands have expectations of gaming environments where they want to drive downloads. And I think, you know, there's been aspects of that that has been interesting. You know, offer wall is one thing which is is good to a degree, but I think now we've seen the advancements of off-wall whereby we're not just seeing that offer being download this application because from a advertisers perspective, they download the app, they delete it, but they get what they want from the game. Actually, now what we're seeing is progression within the game. Do something, play to level six for example. Um or or buy a product, subscribe to this service or whatever. I think that's driving better performance from that gaming inventory. Um, although what we're trying to do with some of our clients is reposition

where we want brands to see the value of gaming inventory. I think previously what you don't want as gaming publishers is people coming out of your application or out of the game. It breaks that that that experience and that gameplay. Um, and there are ways around that with installs where you can sideloadad, you know, Android versions of your advertisers app, but you can't do that with iOS. I think what we're looking to do with our clients is understand where the value of that gaming inventory is and actually through rewarded video through engaging end cards actually you spend time with the brand but we're not looking to take you out of that gaming environment. So I think it's about repositioning what is the value and the KPI of measurement of success in gaming inventory not necessarily from a performance perspective which is let's get them out of that game into the app store and doing something that we want because that doesn't help either party. And so James, uh, I would like to double double click on one thing you mentioned earlier. Um,

so brands, you know, I I've been around for a while to to hear that brands are only about to enter the gaming market. They're excited to increase spend. And still we see you know ongoing friction in terms of brands spending more in games and they still many of the you know agency sales people and brand sales people they're like ah gamers they're just some nerds uh who cares but going to cage them still in like Washington Post and and New York Times website. uh is it do you see it's changing is that um skepticism on decision maker sides is changing direction or or is it still very conservative space um I think there's a few things that we are challenged with in the agency space when it comes to brands wanting to advertise in games very few of our clients come to us and say we want to advertise in games they come to us with a KPI Right. And I

think more often than not, the the challenge is perception versus reality. The perception is a gamer is somebody that sits in a darkened room for 5 hours a day with a headset on drinking Red Bull. That's not the reality. The reality is that a gamer is you and me. It's people in this room. It's playing casual gaming on the toilet, which I've seen from Supercell advertisements. Um, that's the reality. 80% of gaming happens in mobile devices. And I think first of all we have to break that perception versus reality um myth but then it's more about understanding why you should be in those spaces. When you take a look at the monthly active users of you know some of the games that you guys operate it's probably comparable to that of some of the biggest applications that are out there like Amazon. But we're we're overlooking this because the challenge from a brand's perspective or advert advertisers perspective is um you don't know who that customer is. you don't who know who that user is. I can go to social environments and I can buy PII

data and I can target an individual user, but they don't know that from a gaming perspective. So, the value exchange is I understand that there's lots of people there and I understand that it's probably incremental reach over and above that of social, but how do you know you're reaching this specific demographic? And I think that's the challenge that we have. We're slowly overcoming that. There is there's plenty of white papers out in the market that explains why gaming should be a focus because the from a mindset perspective you have people that are more receptive to advertisements when they're in that kind of casual receptive space rather than more kind of um driven by motivation to achieve a task. So I think gaming is a great place where we can do that. We just need to build that confidence and for us 2025 was a lot about confidence building. Do not ignore gaming or do it at your peril.
Cool. Thanks. Um Tina and Vince, question to you. Um so when you think about brand advertising

um obviously it's not a secret brands cannot compete uh compete in CPMs with performance budgets like from other um you know gaming companies advertising like there is no place in Nor a brand would pay for like middlefunnel advertising higher bucks CPM. Uh however when I talked to many publishers and there's been so many different white papers and presentations u majority of them report that it's like high retention rates and and you know especially games with like IP substantial part of IP they may even manage theization stack in a way that players would only see brand advertising and not being you know poached by by by competitors. What's your approach? What's your experience and what's your appetite on how how you work? How have been you working on that so far?
Yeah, a couple of examples. So, we had the chance to work with uh brands like McDonald's, uh L'Oreal. Um I think

there's three kind of pillar after talking for a few years with agency that we hear or that they want to find into especially mobile gaming. Obviously, gaming is bigger. you got the likes of Fortnite or or Roblox that get a lot of attention because they are huge platform and that's part of the first point that they want to attract is scale uh you know those guys agencies and buyer works with Google and Facebook or YouTube that served a lot of budgets and uh and what they want to find into a mobile gamer is obviously the scale the opportunity to be spending that amount so scale is one thing and and that's something we we're lucky as a hyper casual publisher as I mentioned $2 billion to be able to offer secondly is audiences um geneneral Generally not a lot of game collect first party data uh but brands want to be able to propose to their client a targeted audience whether it be age, gender uh center of interest. So how can you value uh your audience uh either via Google Analytics, Firebase or with Facebook uh or adding certain layer of DMP data management platform who will

cross uh the different audience and tell you okay this game is a majority of uh male player 35 plus and and so audience want to be pass this kind of data. So they can they have such narrow targeting opportunity with the with the big players like YouTube and Facebook that you need to be able to bring a certain level obviously contextual targeting and the fact that gaming is already innovative on its sense can balance sometimes but that's something we need to to help and bring value and that helps you bring higher uh eCPM and finally it's the the innovation they they want they see that into gaming as a new innovation segment. So what we tried to do with brand was uh as I mentioned Sony L'Oreal or Macdonald was really getting into original format. So with Macdonald it was a in-game ads placement. So Billboard inside the games that were clickable uh redirecting to a a registration form follow they wanted to expand into a pure completed view. So we did run rewarded video in the US for diesel uh deodorant for example. Um so

yeah there's a lot of innovation and and the the ultimate I think integration that we are kind of pushing and I know at fit 7 has been uh doing well on that way is the pure u in-game custom integration how does the brand really become part of the whole experience so that is a less let's say less IB standard format but a a pure redevelopment of certain level of the game where either the characters or either the progression the brand is part of the game play I think that's where you ultimately find the the best innovation path. So maybe it's a bit a bit less clickable or performanceoriented, but the impact the vis the visuality and and and the audience. That's where makes the the the association between brands and gaming the most engaging where the players see the brand as a a companion inside the game and that's the things we're trying to push and evangelize as well.
Yes. uh uh and to add uh we are now also working uh on the segmentations and yes because we are owning our own uh data right so uh we can play a little bit

around uh but at the moment uh what we are usually suggesting to the brands for example if you want to reach girls we have now talking Angela for example if you want to reach boys we have talking Tom so this is kind of a a first step into how to convince brands to find the right audiences right behind their of course um campaign KPIs that they are following. But yeah uh innovations innovations innovations are always thinking about which brands would would suit. So for example uh last year uh we had a big collaboration with Miraculous. So yes Miraculous was also a part of our game play. So it was like a great experience also for users. It's something unique. did something exciting and you know when you're playing games you're having fun right why don't you want to show your brand when you have fun if you have fun you will also like the brand more than if you are I don't know just uh you get like something in

your head when you don't want to but you are having fun you play and you get something some extra content I think it's fabulous I think everybody wants this right
yes
yes [laughter]
I think there's I think from From an agency perspective, there's always that challenge at the moment that budgets h it has to be measurable and we have to convince and validate with our clients that before you can do that kind of deeper in in-game integration and I know there's always going to be a step to doing that but we need to build confidence that a gaming is a place which isn't dirty right that actually can provide you with um with the KPIs that you want which are as good if not better than that of social channels. Um, and then once that confidence is built, then they can start to, you know, work closer with your studios to create that deeper integration into those gaming environments. We we ran a test last year with one of the UK's leading um, fashion retailers. And they came to us and went,

we think that our audience, middle-aged females, play this game. And we were like, okay. So, they were in they were integrated with Branch. Um, we ran the campaign. They wanted to measure us on K on the KPI of installs. We were like, "Don't measure us on that, please. That's not what we're trying to achieve here." Anyway, we ended up doing that. And the CPI was like $130. It was terrible. But actually, what we found was from the audience reach, we drove like 17 installs, but drove like 6,000 opens, which validated, yes, your audience is in that game and they already have your application. You don't use that space now as a place where you will acquire but you use this place where you can engage with your existing audience talking about seasonal seasonal you know releases of of new um of new fashion wear. So I think and then then we build that confidence and then we start to do deeper in-game integrations.
You will repeat or you will continue.
Oh absolutely repeat. Yeah.
Yes. Yes. Yes. But thanks uh and thanks Lava for connecting us also with the

brands because I know I'm working now uh on this educating agencies and brands for more than five years I would say but we are still not there but thank you. I'm happy to meet you. Uh uh that I finally see the the you know the lights at the end of the tunnel because we are putting so much effort into um convincing and to of course give you some kind of confidence that we are the right uh to to choose. of course not to forget mentioning of course the the standard ad units and everything working with our uh partners still exist but to do something creative innovative on top of what you are already earning and you know we are all in optimization all the time and finding new opportunities I think it's time to add something extra on top and together we are stronger yeah
yeah if I can add and what Jim said rightly is the measurability and viewability. So I think you guys are

pretty advanced in term time of either integral at science double verify but as well [clears throat] the MMP measurement of install or re-engagement luckily you could see that which is not new installed either but rather app opening or reopening. So I think that's the thing where logically nowadays with the main SDK mediation SDK you have this open measurement SDK but that's what allows you to uh validate the completed view uh 80% view true viewability rate through rewarded video. So those are the things that helps to bring validity. Um and and to conclude on that what brands will love as well to see is when they runs their campaign uh advertisers or agency are very happy to see a kind of um how do you call it um measurability uplift um so um uh there's post or or kind of type of campaign like epidemics um how do you call it? It's uh basically what's the name of this kind of tool?
Brand lift.
Yeah, brand lift studies. Sorry. Thanks,

James. So the brand lift study will really help to secure and support your campaign. Before the campaign that was the interest for the brand after or during the campaign that's how much the brand gain in term of visibility. So that's a kind of a plus that you can add to the campaign. the brand lift is generally like supporting a lot how much the impact how much the users have benefited and imprained uh the brand impact because obviously it's full screen you fully focus on it so generally the engagement and and the opportunity is quite high for for brand uplifter thanks
cool so uh Vincent kind of started the answer of a question I was going to ask next so the room is uh full of probably all sorts of sides of developers and so some of you and that's why on stage have more deep experience of working with brands. So you had some customization of your own app, you run some campaigns. Uh what would you give as a recommendation? What would the starting points for a publisher who probably have seen a couple of ads popping through you know

networks about from brands? What's the next step? Like what tech to work with? Is there any SDKs to adopt? Is there any I don't know ID solutions to to implement to grow that you know brand revenue or like brand source revenue as a part of optimization solution. Uh so to add whatever what I already uh said I think for for all the brands and for all the the agencies that are representing brands I think it's important to reach out to us to to to publishers directly to get something extra something creative to create like a a nice marketing or um brand stories within the g within the games. Um, so I think uh this is for sure that not everything is Roblox and um uh Fortnite for example that we also at outfit 7 with talking Tom and Friends we have

more than 20 apps that we have more than uh 23 billion uh uh downloads uh and more than 300 monthly active users I think which the numbers are impressive. So you just need to find if if you are a brand or agency the right publisher uh with the right mobile game uh and yeah create like a a good story together
and I I think from a creative perspective what we don't want to do as a as agencies is try and create friction within that journey what we have tried to do this year last year is make the creative sympathetic to the game that it's in involved in that it's it's around. Okay. So when we we ran a campaign last year with a UK grocery retailer and it was very generic initially. So there was a video there was an end card you could engage with it. It was multiple choice bit quizzy little bit naff but it was that initial we don't really have many creative assets just try this. So we

gave it a go. The engagement was strong. What we then did is we we we categorized the types of applica or games that we serve that ad into so match three games you name it. And then we tailored the creative. So we made the so acknowledging the fact that people like match three games, let's create a match three brand engagement ad that enables them to stay for longer because if if we give them this in an environment where they like playing match three, they must stay for longer. And we saw engagement increase by like 54%. And what was also interesting was if you make that playable to crap, people aren't really that bothered. It has to be challenging in the same way that it has to be challenging that the game that they're playing. So, we try and make that that engaging end card um something that does challenge the consumer a little bit because it keeps them more engaged in that ad unit and that ultimately drives that engagement rate. It drives the better click-through rates. It drives the KPIs that the client wants.
This is what we can give you. That's the best of thinking. [laughter]

Yeah.
Yeah. And and if you're looking to start or at least attach um as as Tina mentioned, it's not an easy side of the business. I think few publishers do it also at scale but they also have the resources like maybe Activision or or King I mean and or mini clip and outfit 7 are on the top player here you will need a team you will need to go peach agencies or if not the big six you can find some intermediary midsize agency that actually talking to the big six that have specific gaming budgets where it might be a bit easier for you to to benefit that but I think first step is get a quick pitch deck of your audience what are your games likes uh a few screenshots the format and the audience that you know about your audience the volume and the impression I think it's it's the first good step and and then target the brands that are more in affinity with your audience um we have an ice cream maker game so obviously it's been easy to pitch uh um Nestle or Agendas or Benjeries all those things because there's literally exact same

product which is our game about so I think categorizing your game and targeting the right audience not too widespread too much But but find a relevant one uh might be a good start. Yeah,
I was hoping you would say also integrate Loopy HDK because uh we we are you know all about brands and all our demands are brands but uh looks like I need to say it myself. [snorts] Anyway, [laughter] it's been pronounced cool. So thinking about 2020 stop uh we love working with Lup by the way. Uh so uh we me and Vincent uh are speaking are out of uh this uh so on top of our beautiful operations and we love working with you
obviously obviously you know it's just I was like more like direct publishers uh but but Lum is definitely helping us bring a good share of those uh brand demand which is good diversification for us. So when you think about 2026, so year ahead, is there anything on your

playbooks on your plans uh about your attack stack, about the games, about your budgets to spend, about experimentation that you would like to share with the audience and they they should keep in mind when they you know review their plans for the for the year.
First about the budget,
why is there always budgets? Why? Um, so I think from a budget perspective, we I think I put it on a LinkedIn tweet tweet LinkedIn tweet. Anyway, LinkedIn post um a few days ago. I think any of our clients that are spending like less than one or two% on mobile gaming inventory are just spending way under you know what they should be. And I think but again it comes back to that confidence that perception versus reality overcoming that challenge. Um what I would say is some of the push back that we do get sometimes from clients is yeah you know I play those games and you know and when a video ad comes on I just kind of look away and then I wait for 10 30 seconds and I look back. Some of the

things that we have done in the last year has been using the gyroscope within the device working with um working with publishers to kind of go measure what people do with the device when that video is playing because if somebody has the video with has their device in the same position they're still engaged. if they look away and turn it on to like 180 degrees, they're no longer engaged. So, prove that that myth wrong that actually you might do that, but that's not what everybody else does. Okay? Use the technology to prove your point. And we've done that on a number of occasions. We are definitely looking at um the clients that are spending significant amounts of money on video ads in social and video ads on unskippable YouTube ads and diversifying or diverting some of that budget into gaming inventory. Still buying rewarded video the kind of that opted in rewarded video but with a engage engaging end card. So, it's not just stick your video into a game, but stick your video into a game and then create an experience which is sympathetic to the environment that

they're playing in, to the game category they're in, and then measure the engagement rates off the back of that. And that's where it's starting to really resonate with our clients and that's what's getting us the additional budgets to reinvest. And then once we've done that, we see these deeper intake in in-game integrations and then we start to work closer with your studios.
Yeah. Great. for for 2026. Obviously, I see this every year as a growing opportunity for brand getting more and more traction into gaming because it's definitely a huge audience where people engage a lot. So, um bringing them the diversification of gaming from desktop console to to mobile um and for us to make the effort of bringing what the other big platform offering. So as we said uh audience detail and if possible audience targeting uh measurement um and and viewability. So those are things we are investing [snorts] uh in it. Um we do have using a couple of external partners that allow us to know more about our users and cross

those audiences in term of travel in term of engagement. As you say they measure a lot of features on the phone. When is the phone straight? When is the phone moving traveling? what's uh what's overlapping with other audience and database that uh advertisers or agencies can already have in our network and for us to open that data uh collect a bit more information and and valorize and value our inventory. Um there's a lot of few more curation platform that are coming out there and that are helping us to really um increase the value the addressability of audience. So uh the curation work is really also helping on uh uh putting a bit more premium value on on audience when you don't have first party data login or exact uh so that's those are the things that are helping a bit I thinking the industry and and bridging um uh what we see and and finally it's the uh attention time. We see a lot of platform out there doing measurement metrics with uh testing users where they really measure their attention time because this is something

that is powerful on mobile versus desktop or TV is that attention is not as high as mobile because it's your main screen is your only screen. Uh so being able to measure the attention percentage is what's going to uplift the mobile support and the mobile device versus uh other platform as well.
Yeah. And to come back to the start, quality. Yeah, add quality is for sure one of our focus for this year. Uh because we want to make our uh users happy again.
Well, yeah, with that uh obviously brand advertising is is much high quality. You would not ever see like 75 seconds unskipable and then seven cards that impossible to close. So on that front, I agree. Cool. Any questions? I know we are basically staying in between end of the session and going to the pub uh and the busy day before that. Any questions about brands advertising?

9:00. Sorry. [laughter] I can definitely hear you. It's fine. I can hear that.
Okay. Yeah, that makes sense, too. Uh James, this question is going to be for you. I hear a lot of uh brand advertisers referring to inapp games as being lowerfunnel, but you just mentioned that uh higherfunnel seem to be getting a lot of good results. Uh, how do you and Densu view where in the funnel mobile games is going to be most um, useful to your advertisers?
That's a good question. Um, so I'm going to give you two answers here. Both of them backed up with factual data. So when we

initially started our crusade last year on raising awareness of gaming inventory to our clients, the initial response was my customers aren't playing games. And we were using Google ads to drive app downloads versus, you know, using Google app campaigns. And you know, as we all know, or for those of you that don't, that's just a black box which goes and delivers you an outcome of go and get me an install, go and get me someone that delivers x rowass or CPA, whatever it may be. But when you um when you go and delve deep deep deep deep deep into Google ads and you look at the placement data, what you actually find is that Google is already using games to drive that. So if you think about you you you configure the algorithm to give you an outcome which is go and get me an install and it goes and finds that through gaming inventory then one of the arguments and answers is well clearly gaming is good for performance right

because it will drive that lowerfunnel outcome and that's absolutely correct but it doesn't mean that when we're looking at driving engagement metrics we can also use gaming of more of that upper funnel using that kind of and because we're not seeing when we look at the Google ads, we're not necessarily loading loads of ad um video ads in there. We're just using, you know, banners, interstitials, that those types of formats to drive that engagement or or they're using those formats to drive that performance. When we think about gaming now, we're thinking about how we use rewarded video in the game around the game, making those gaming experiences more real life than what they would be if you just had James Lodge's donuts. it's more Dunkin Donuts. So I think there is a there's a role for both is the answer to the question. Yes, it can deliver lower funnel performance through CPI buys but absolutely 100% with different formats you can look at a totally different performance metric awareness metric at the top using

epidemics you know brandly study measurements. And I think that is Oh, I'll tell you what, we'll have one more question because I'm so nice and delaying everybody's wanting to go to the pub. So, the panel generally, so I'm with a PC publisher. So, we are I'm Deolver and we're um mostly PC indie publisher and our mobile like our our global mobile revenue is probably less than 4% of our of our total global revenue. It was interesting, James, when you were mentioning about seeing fashion brands that have that have find their players in mobile games. Have you done that any have any of you done that kind of work for PC publishers? Have you seen PC publishers where not necessarily the same game as a crossover? So, for instance, we have Cold to the Lamb on PC and we have Cold to the Lamb mobile, but just seeing like like our kind of players perhaps that might be driving towards our our Steam titles.

Anyone ever done that or
um be a quick I mean I do speak a lot but I'll try and keep that short. No um we haven't done that but we do tend to find if I'm honest that a lot of gaming advertisers have the knowledge and the deep knowledge and they do that themselves. They will do all of that their own performance of driving their own in-game inventory um towards other in-game um or other games that they publish. So we haven't done that directly. We are mobile uh gaming studio. So um not uh we didn't do anything similar but uh I would suggest trying it uh finding the the right brands uh for your um games and yes go for it.
I think World of Tanks uh and and Wargaming have been running a few brand partnerships like that. So obviously it's long discussion long scale. It's maybe less of a quick shot than you may find on mobile. Uh but if you do the

right integration depending on your vertical of PC game, I don't know which type of games you do. Uh those are kind of interesting examples where I know I've been partnering with brands. Uh and just really quickly, sorry because that's a really good point. Um, I think we would probably reach that audience using like streaming channels and influencers where they're playing the game and you've got like that devote audience that are watching as to how can I get better at that specific game which is kind of that 5hour playing audience which our clients naturally gravitate towards. When you say gaming, they think PC, console.
Cool. Thanks everyone. Uh I hope it was useful uh panel content. Thanks for contribution and thanks for your
Thank you.
Thank you guys.
Thank you. [applause]