Panel: The Truth About Ads: Is Disruption, a Requirement or an Opportunity for Game Makers?

so we are now going to smooth in to the final um panel of this uh ad insights uh session we're just waiting for all the panelists to come together so whilst we start to get them together i just want to remind uh everybody this is just the very tip of the uh pg connects iceberg uh we have a lot of stuff lined up for you uh this afternoon um i think back in this um we're back with new mo market new moket new market monetizer from 230 in this room and incredible indies from three o'clock in the other um and then we have other tracks uh we have mastering multiplayer uh there's at

least one other things going on uh we also at uh lunchtime i'm not finished yep waiting for palace at lunch time we have um the mentor lounge people that want to do that the rgda mental lounge the discord and the journalists bar from two so that's all in the discord so you can kind of get do drop in once this uh with this panel's out of the way and have a poke around the discord and obviously going to meet your match going to meet to match because that's where you meet people and match with them and stuff so uh that's what we uh that's what we need um but yes i think i think we'll um we will uh start to bring our panelists in now for the final session and while we're doing that i do want to say a reminder as well that obviously this is our uh hopefully and not that i've loved in this country hopefully this is our final digital only event for a while we will be supporting all our events with um hybrid digital elements but we will be going back to live uh we've got a christmas mixer in december and then back in london so pgc london it's always been a brilliant show one of my favorite things times of the year so if you get a

chance to go over here in january to you u of k please do come across and join us there for what hopefully as a celebration of coming back into life it's so awesome i've been to quite a few live events recently it's just such a such a great feeling just to be back just seeing people and you know you even have to hug all kids right they were just sort of saying hi and meeting people a bit more uh face-to-face and having those kind of sporadic sort of unplanned meetings is always a great uh it's always a great thing so um so yeah do come if you get a chance definitely do come along to that um i think catherine's gonna start filtering in our our panelists now so they'll become in the background um what else is going on what else is going on today i don't know we've got the investor connector sessions been going on in the background today so and that's uh that's been happening um connecting creating more investment in in the industry how much what do we need i reckon we're going 100 billion so 71 billion ended last quarter i think it's

going to be 100 billion i generally think it's going to happen it's slightly insane but i think it's gonna happen um so that's that's coming in and then we're gonna be um and then we've got another one that's afternoon and then tomorrow is the pc and console bikini pitch i think i don't know if there's any slots left to pitch but the mic will be um but there's def and then there's mobile wednesday so i know the speed match if you're a developer publisher looking to meet with another developer or publisher as an involved publisher then should get involved in that hello amy's here people are joining sorry i was just just waiting for them to join chatting along everybody's very much i really wanted to say i'm everybody's really or apart from john who is john everybody's kind of followed the the plan and they use their backgrounds i really appreciate that they've come to our official studios that we've been up all around the world and sat in there so that's uh that's great cool i think i think we have a panel in place so this uh it's a final uh session of the ad insights track this is a paneling title the truth about ads would it be the truth i don't know is disruption a

requirement or an opportunity for game makers um and we have uh representatives from admix we have fun plus uh mattel one two six three calibri and fiber here and i believe i believe amy are you going to be hosting this yes i will be i hope you are because i haven't got any questions so it's going to be a very short hell out of the way wow but how are you amy doing uh what about you are you are you in uh in asia at the moment in china right now yeah and it's late guys you're so good i owe you a massive dinner and a drink at some point you always come on there when it's it's quite late in in china and and help us out so thank you for that yeah hopefully we'll be able to get together in this in-person conference yeah definitely i want to get out there and the people coming over here it's it's it's starting to happen obviously we've got to do it safely and and follow all the regulations and stuff but yeah it is like i said i've been some shows recently it's just so nice so exciting just to see you build people again it's great anyway enough of me um

i'm going to pass over to you to you emmy and um you're obviously from mattel uh 163 uh but you can introduce yourself and so i'm here in the background all right so this is my first time moderating a panel for pocket gamers i'm very excited we have a group a great group of people to talk about ad insights so uh my name is amy i am ceo of mattel 163 we're developer and publisher of casual games with iconic ips from mattel who is one of our shareholders so we develop and publish this game uno as a lot of people know it's the number one card game in the world and we're working on many more casual titles so um yeah this panel today is about ads is the requirement is the opportunity for developers so we have panelists from game developer and publishers and also from ad tech platform companies so it'll be great to have perspectives from both sides

of the ad business so uh i would like for my panelists to introduce themselves um and rick shall we start with you sure definitely hey nice to meet you everyone this is enrique i'm from barcelona and i'm the gm for the west market operations at fanplus wall remained a first class developer and publisher we we have titles such as state of survival king of avalon guns of glory that has been ranked on the top positions or more than 70 times during the last years so fun plus apart from these have different studios that develop different kind of genres apart from king's group we have kuzala we have imaginary studio and seven games and apart from this fanplus is the founder of fpx one of the most successful uh fbx fenix that is one of the most

successful esports teams that has been launched in the last four years so happy to answer any questions and to be here with all of you guys at pocket gamer connects great thank you eric stefan hi everybody um nice to be on this panel um i'm stefan i head up global publisher partnerships for admix um and admix we focus on games and the metaverse and we put both immersive and visual experiences into the game play and within these virtual worlds great thank you stefan nate hello everyone my name is nate i'm the director of business development at calibri games um clibre games is probably most known for idle minor tycoon which is our flagship game um our objective is to be the number one idol

games developer in the world so we also have a few other idol games um including idol firefighter tycoon idol restaurant tycoon idol pirate tycoon by now you can guess our naming nomenclature here bit of a pattern um i am joining you uh currently from berlin where we are headquartered we were also recently acquired by ubisoft so we now have folks all around the world um who are working on these idol games it is very good to be here thank you very much great and last not least uh shalom from fiber hi everyone i'm shalom i'm based in london i'm responsible for the i'm the managing director for the entire email operation at fiber fiber is a monetization provider helping publishers app developers uh to maximize the revenues for our mediation fair bid offer wall and marketplace we were acquired by digital turbine recently helping publishers also to increase user acquisition with our sister companies like a colony and appreciate on the brand and the performance campaigns

great wonderful so i'll jump right into it so this year has been a big year talks about privacy uh with ios 14 in the market so i just like to start the conversation with you know the the as user privacy is getting more and more regulated for um for the gaming space and then networks are very limited in the user uh information that you allow from the platform side so um what are the attack companies doing to improve the accuracy and the effectiveness of ad targeting to help the developers make and maintain their revenue so this question goes to the the ad tech companies and then we can jump in from the developer side to offer your perspective um from the other end yeah so stefan or shalom would you like guys to start with this sure so uh from our side you know um the world has you know definitely has

changed and shifted we went from a deterministic world in which we could identify user identity into a probabilistic world when we are going and identifying users behavior and rather than knowing specific data points about the user we know general behavior points about the user and this is what we were trying the past six months as an industry to uh to bring together uh what kind of for example parameters were able to identify about the user the user's behavior that will be valuable to the advertisers and you will be surprised to know there are plenty of them we call them contextual parameters parameters like for example the battery strength and the wi-fi strength and the available disk space if you have specific amount of parameters then you know that if your battery for example is on saving mode you probably will not be downloading now specific games so there are specific needs for those users in that time frame and those needs and by quantifying this data and passing them on the open rtb a protocols to the

demand they are able to measure them and eventually pass them different advertisements to those users that are not necessarily resulting in decrease of revenues the machine learning and the automation around it still takes time as an industry we did a terrific job on bringing everyone together dsps mediations publishers explaining the needs and eventually solving it and i think that this is something that we see the fruits of the past seven eight months of work together as an industry okay so new parameters okay um step one do you have any add to this yeah sure just to add from that so we know it's been a complete minefield with the changes um we currently focus on non-intrusive ad formats so we we work with the brand advertisers um so we're not as you know we don't utilize the sophisticated look-alike modeling for driving app install campaigns um from our side what is really important is his age and gender um and within that

similar in terms of contextual signals we can we can target passion points so for example because we have our sdk directly into the publisher if we know for example someone has scored a goal and they're playing a game we can in essence serve ads for coca-cola directly within that particular experience a lot of anybody and our publishers you know we are working to make sure that we can collect data where we can for us the most important thing is age and gender because it allows us to match against the target audience that we have for our our brand advertising campaigns okay so from the uh developer point of view nate um eric i know you guys don't uh deal with ads and i'll come back to you later with um a different uh point of view but nate do you have anything from your and you know how has this year impacted your ad revenue for your gains sure so um at calibri one of the things that i'm working on is our ad monetization um and we've definitely

seen some impacts when it comes to the types of networks that are succeeding perhaps now more than before and some networks that were previously very big for us that have kind of taken a back seat when it comes to their performance both in revenue and in um and in impressions um we're seeing um you know and i think um shalom kind of hinted at this at the beginning in his introduction um outside of just the contextual ads um that a big part of the industry approach has been consolidation um so with more ad networks bringing in additional not just other ad networks but additional tools such as you know ad review tools um such as attribution tools uh and now in some cases um other gaming companies um that a lot of the uh advertising partners that we're working with are

looking to broaden the ecosystem that they're or the role that they're playing within the ecosystem of apps and games and that this will have a profound effect in providing more data points for them to uh to use for targeting um which can ultimately help us uh when it comes to monetizing better at least when it comes to the algorithm the other added benefit for this is that with the acquisition of new tools by ad networks it gives us a little bit more uh value add when we're working with any partners so you know if um some great creative review tool gets acquired it means that we can now use this as a partner which is which is pretty nifty um okay great um and so um eric i know fun plus doesn't use ad mode assistant within its own games but from the user acquisition point of view it also impacted media buyers because you can't attribute as um

before so uh what is your perspective on all of this from from the buyers side so definitely we we're looking for new ways to acquire uh the data that we've been uh missing right now so the the way that we are uh seeing this right now is trying to expand the way to bring new users into our games not just focusing on the traditional ua media sites we are also focusing on different kind of channels that can be also different stores that can provide a different kind of let's say data uh users that they have also we're doing some kind of different uh advertising with different formats like uh focusing on influencer marketing campaigns we're doing more also traditional uh media buying that is um making a mix in between all the information that we're having with tv campaigns for example getting a 360 campaign that can bring us different kind of information from different

sources then we can get a little bit more of data from all those sources and plan campaigns that are more worthy and interesting from ourselves great okay well um for for people who are just uh you know it's for a lot of game develop developers um relying on ad revenue or doing hybrid monetization has been the norm for a while before developers were just coming into into this type of monetization what are some of the advice that you guys can offer to help people pick the right partner you know selecting the right mediation tool or selecting the right uh at network from the the large players to some of the the niche niche players um how would you uh tell a newcomer into this ad monetization side how would you find the right partners shall we start with shalom sure so um

there are different criterias to choosing the right partners you know if you just speak about mediation for instance then your basic need existential need is to is to make monies to make revenues you have to maximize you have to grow them and so revenues will be the fir the the one and four for the most the most important but how what kind of technical capabilities are supporting the revenue stream and there you need to actually go and check a little bit what kind of technical support uh is available for this kind of platform so for example uh what kind of beaters are available we see more and more beaters that are getting to the market what kind of videos are available in each mediation partner who are they uh what kind of a b testing this mediation partner allows you to support you have to have as much as granular a b testing in order to check what is the status with the compare a in bidding networks to not beating networks because they all eventually affect your revenues and maximization of your growth what happens to your latency report and for and etc etc management api the

different technical uh components that supporting your revenue growth and this is something that you must check as as a first step but uh there's the additional layer of criterias which in my opinion is maybe a most important is the trust and the unbiasedness if you have to have the full trust with your provider it means that as somebody that starts their business today your needs today will not necessarily be the same needs of tomorrow the organization growth the the needs develop and evolve and you need to have a provider that will help you to support those needs in the future as well when you have this trust when you have this understanding from the technical and the business point of views with the provider it helps you to grow your business much faster because you have the fundamental trust between each other and lastly is the unbiasedness it's really important today and we see that it's hard to be a referee and a player on the same pitch right you have to develop certain things that working for your uh for your you for your user for your client who is the

publisher uh what do you develop eventually it influences their growth and you have to choose partners that eventually are separated between between the technical capabilities and the business uh support that they offer and in my opinion those are the main existential ones revenue technical ones transparent transparency growth and um and trust stefan what about your point of view um from from um i'm going to be quite biased right because of the company i represent so i'll probably hand it over to the the other panelists but what i will you know transparency is extremely important right in anything that we do um and if you can access to unique demand rather than multiple demand sources um that would be my summary on this one okay yep nate what's your perspective from uh as a developer and publisher uh

how have you guys you know engaged and measure of the partners that you guys work with sure um so at calibri um as i mentioned in the beginning uh our objective is to be the number one player driven idol game company in the world so what we're trying to make sure we're do when we're choosing any partner that we're working with is that that's um helping to advance that objective uh so that can mean a lot of different things um it can mean choosing partners that are reputable so we know that there's not going to be a lot of crash issues um choosing partners that offer us um lots of uh bells and whistles right so that we're making sure that we're taking advantage of our um uh of that relationship as best as we can so that we can optimize uh for every ad that we're showing right like when we're showing a player an ad uh we're taking you know anywhere from 30 seconds to a minute of their time um so we want to

make sure that we're showing them the best ad and that in that relationship that you know we're monetizing well so we want to make sure that those are good uh good partners there um and i think uh beyond that then we would look at things more um you know technically on our side what is useful uh so you know is it easy to integrate is it easy to update um does this plug into our other business system so you know are there apis that work well with any of the other tools that we're working with um uh and i think those those kind of like um you know guiding guiding lights help us choose which partners we're really focused on um a couple of things both stefan and shalom mention is you know trust and transparency uh from the networks we also work with multiple partners in the space and actually the transparency and the data is not always

extremely transparent so um i think to go deeper into uh like the question to go deeper is how do your bidding systems ensure fairness and verifiability um in in terms of the way you allocate traffic amongst the different networks um that's in the system this is a question uh for the the ad tech companies sure shall i lead on this one shaolin so also just to add with that as well um the ad experience and control is extremely important um when we launched back in 2017 we very much started working with smaller gaming publishers where the number one goal was revenue right cpm's in 48 and as we started talking to the bigger publishers it became very important that the control is extremely important um and i can give an example and if you're running a rewarded video campaign um

and you do a screen grab states a badly rendered ad or it's not the right content and we know it happens you don't know what game it's on right so you know when when we're working with game loft we've got to make sure that where we put the ads within the environment it renders exceptionally well the ads are of high quality and the advertiser has a decision to decide what ads they want to run with it because it's so important to have that right in the game play and it's it's not just of course the the person responsible for ad monetization it's the game developer in particular it's my game so that's one thing that we've worked very hard on um and in terms of the next question we you know we have a direct sales team that go i'm not here to pitch admix um but we have a direct sales team that goes out to the the agencies and direct advertisers for premium and then we have open market where quite simply we're plugged into 25 different dsps on the brand side and

it's an open market everyone's bidding um some of our publishers want direct demand and open market some are more to direct demand and for us we need to give them all of the control so they can pick and choose exactly what they want okay so yours is an open um platform where the developers can kind of set their own allocations through your mediation tools is that what you're saying yeah so at the moment there's no medium there's currently no mediation in in play but it it's coming but it's quite simply you want direct demands you know from the agencies direct or open market which is which is programmatic but we give them all the controls they can decide exactly what they want um and sometimes they're more you know they're happy with open market outside of the key tier one countries because i need revenue so it's giving them

complete control so they can manage their activity in play okay okay so shalom how um fiber has a mediation tool so how do you guys so so fairbid which is uh our mediation as the components of of bidding networks and and the ones that are still traditional ones that are not supporting bidding at this point and how do you actually really check if there is a fair transactions over there or not if the if the if the auction is conducted properly so you can speak with your sales manager account manager maybe the mediation company will bring also the technical people and they will try to verify and certify uh those those you know promises and how the technical requirements go but this is but this is words right this is only you know you have to believe or not if you have the trust we spoke about it last time then that's great but if you want to probe it a little bit more what do you do and this is what we developed we developed the auction audit

that enables you as the developer on each and every a placement eligibility instance level to check what exactly the transaction how it went where this did it go in terms of the the price that each and one of them paid on the first on the second price auto cpm or not and that gives you the ability to verify whether the promises and the technical verifications coming together in the one in in one way and this is something that we believe developers today appreciate very much and this is the transparency that we're speaking about transparency can mean a lot of things but when you show exactly how technology happens then this is the transparency that eventually developers get okay great um what just to uh jump a little bit from what uh our current uh discussion and to bring the other panelists uh eric into the into the conversation so uh and we've been getting some questions from the audience

so i'm gonna blend that with my own question so uh you know there's like the traditional interstitial um the reward as banner ads um the user experience actually requires the audience to jump out of the game and then go into the ad and so a lot of the developers are worried about the uh the user experience and then the loss of a potential use and then you get distracted then you go somewhere else right how do you uh deal with this when you design your uh the ads in the games um nate i think you know for calibri you guys will be great to answer this question and further to um you know bring eric into the conversation with uh fun plus is thinking about all of this you know uh like the the the new ad formats etc like how how do you um guys you know uh you know leverage the new experiences to engage with your users so that would be a further extension but nate let's start with you um you know how did how do you guys design the best user experience for uh with that

yeah i mean um user experience here is is of paramount importance um so we have idle games right uh and in an idle game um it's essentially it's a mechanic and it's uh usually grafted onto a simulation type game so you typically like a business simulation um and what the idle mechanic gives you um are essentially two levers which are pay or money and time and that's all we can really play with when it comes to how our ads are working right there's no way to fail or lose an idle game so it's not like other games where there are natural break points you know oh you lost the level we'll show you an ad or maybe we'll show you a rewarded ad where you can um uh you know watch an ad and then get your life back um it's it's a different kind of experience and users are expecting that so they expect that there's probably going to be some ads that they're going to be watching um so we make sure that when we're

implementing ads the first ad that we always implement is a rewarded video ad now we have other ads so we will do interstitials we've looked at banners and other types of ad units too um but we start with the rewarded video ads and we ensure that to some degree we're we're over generous in the rewards um we want to optimize especially with our early titles towards um higher retention and not so much about uh monetization we know that we can add all sorts of monetization hooks later but if we fail to deliver something that retains players then uh then we're our game's not going to be very good and it's going to get canceled um so we make sure that we're um optimizing that way um and when it comes to um i guess players uh churning out because they're watching the ads i mean in our in our games generally you have to watch uh let's see on average we see most of our players

uh well of all of our players about fifty percent will watch an ad and of that fifty percent the watch and ad they watch about eight ads per user per day so it's a lot of ads um so they're watching eight and they're not leaving immediately um we know from research that we've done both on the on the analytics side as well as on the more qualitative side in interviewing our players um that they have multiple uh idol games that they're playing at any given time so usually what happens is that they'll be playing the game they'll see an ad maybe they'll click on the ad maybe they'll install that app then they come back and finish their session and then they can go and play the other games so they sort of ping pong around um and as long as we're not too aggressive there and we provide them an experience that they can come back to um we're fairly confident uh that they will as i mentioned we do have other ads and so our approaches um for something like interstitials or other types of games when adding them is that usually we wait until uh they've played a little bit

before we start um we start running those types of ads and that allows us to have a little bit of extra time um to gather data on uh what sort of player they are we want all of our players to have a great time but if we've determined that a player is likely not going to monetize by making an in-app purchase um we can begin to show some but not aggressively but some uh um ads that are more interstitial okay eric um you guys are a huge media buyer uh for all of your games so in terms of like the app formats you are designing uh in your ua campaigns do you have uh any new formats um or playable is a big thing for your games or the new new trends that are coming out that you guys see work great with your ads yes definitely so as we've been mentioning before there's different kind of formats that that industry are using but most recently one of the most relevant

formats that we're starting to be used and being a lot of great conversions is the playable ads definitely video ads are really really the big big part of this cake definitely but the playable ads are starting to become more and more relevant on the playable ads it's really really important to have uh an interesting design of those videos uh with something that is related with what the games are going to be facing with the real game so that's the reason that's the reason why we're doing a lot of a lot of processes in order to create those video ads either internally as externally so we manage a lot of av tasting in different parts of this what we've been seeing with all the pro process of creating video ads is that as more easy and as with less steps you make it more conversion you're gonna have in those ads but also when you put elements that the users are going to be finding in the game in those video uh playable

ads that you're creating um more great results the campaign normally have but definitely i think that actually what we're focusing a lot apart from the formats is in the type of ads that we're producing we are trying not to create something that at the end the user uh is not going to be finding in the game so always trying to show them some kind of real play game that they are going to be facing on the game because if not generating the frustration of those conversions from the users that are not going to be seeing what they are expecting from the industry from from the ad it's going to be a little bit complex apart from this the other thing that we're focusing a lot is on the type of of content that we're putting on the ads that's one of the reasons why uh most recently in games like state of survival we've been doing a great cooperation with ip holders we did a very huge uh campaign with amc with the walking dead integrating in a specific uh

character from the walking dead in our game that partnership brought us a lot of lot of great results not just on on revenues of course and new users but also on the conversion of the ads that we've been that we've been managing and we've been exploring those ads uh with these new characters that engage more the users uh with every format that we have with static with video and of course with playable ads wonderful okay so from ab tech point of view do you guys have new tools that you're working on like new app formats that would be great for developers to try out in the next uh in the future july go first go ahead go ahead yeah so we um we find ourself in what we believe is a new area um so at the moment we mainly focus on you know any screen within a game

we can put slots for brands within that that space and it really varies on the game in terms of where those formats might go um at the moment it's very much banners and video um we plan and we're doing custom integrations as well where we get a brand an overlay within the game um for example we're doing something for movember at the moment i'm being an evangelist for movember please make a donation if you can i want to bring that in there but what we have coming out next year that's being excited from the the brand side and the game developer side is is wearables where again it's not for every single game but where we have characters or buildings or cars we can overlay um wearables on top of these um elements of in the gameplay and but on the other side

we you know recently we've been um sort of buying lots of lands within the metaverse um just yesterday um one of the the leading metaverse environments is insomnium um and we we we did an nft drop where at the moment we are allowing landowners to bid and win virtual billboards that they can put within their plots their parcels within the game and it allows them to start monetizing and making money um we're getting lots of excitement from the brand side um we do know at the moment it's not really about a a reach play because it's very small but it's going to grow massively and there's lots of excitement there but then very quickly we're starting to in essence create um sort of plots right in in terms of we we have the tools that allow for example

we could be talking to a um a fashion brand right we can make a store for that fashion brand within the metaverse um we can look to bring sort of concerts into the metaphor so that is what we're finding it if anything the metaverse is like the massive blood of ours at the moment and there's a lot of excitement around it at the moment great so um anything to add to that definitely agree i think that just to reiterate i think that brands in general have a much bigger and much wider opportunity in the in the next in this decade on the previous decade wasn't necessarily a decade of brands uh with the performance campaign being dominated but i think that metaverse and the future of of of the technical capabilities like the support of omsdk sdks being able to render and viewability and measurability that advertisers request are giving brands much further domination to have finally their awareness in the mobile space in

this decade going on and i think that this is definitely something to pay attention for uh app developers uh creating bigger and greater user experience uh and many many other benefits that app developers were looking for for so many years okay um okay uh chris i don't know if we we still have time but since are we running out yeah you can have less questions yeah the last thing that it depends how yeah it's been i've been sitting back and listening you've got a last question you want to pick anything from the audience right so i mean since we talked about metaverse and you know that's the topic of the day in a lot of the the conferences so uh what could the ad experience be like and we can just open it to everyone you know in the new new world um whatever metaverse is ar vr and however it's played uh what do you guys envision like the future of ads could be like for for for the users

um eric do you guys have new ad formats that you're you guys are designing for your games um well definitely uh the metaphors is something that is gonna be upcoming in the next in the next years definitely is something that uh we have in our pipeline to start thinking about but we actually are not that focused right now because as stefan mentioned is something that is going to be growing in the next upcoming years uh definitely i think that the metaverse is something where you can find users is you can find those players that are playing other games but also other media social medias right and and uh where we can impact definitely today uh as a game developer one of the most important sources for us where we bring users is from facebook right is this social media so on the metaboards it's going to be this kind of social media where where the people are going to be playing are going to be uh doing their

their second lives right over there and then we're going to be announcing ourselves over there so these kind of new formats is going to be pretty pretty interesting there's going to be different ways to develop those things and you guys congratulations this is something really really interesting i really like that format and it's something that definitely we're going to be exploring in the upcoming days nate what about you guys are you exploring new uh genres and thinking about moving to the meta space um so i think um currently we're still pretty focused on um on mobile and the mobile experience and i think it works really well uh like our games work really well within the form factor of the uh um of the phone um i know at ubisoft that this is like obviously like a super huge topic and you know our parents uh can definitely tackle a lot of these games um a little bit more um aggressively than we could um but you know when it comes

to the the ad formats um and the player experience um i think we if we do end up in some of these other platforms um we're always going to be uh modeling ourselves towards you know what can we do to deliver uh joy to the players um and usually that's probably going to be some sort of reciprocal um rewarded format or something else that that you know delivers value for them and isn't interruptive and it isn't um isn't too painful um so no matter where we go with ads we're going to make sure that the players are are enjoying themselves um your view on this just sure does i think i definitely think that this is a as a brand demand opportunity i think that the metaverse will create an opportunities for demand brand demand that were forgotten the past decade and that brings much more abilities for them to finally get in front of the audiences in a medium that wasn't necessarily

available for them specifically around the gaming space in the past several years so that's my intake and that i think that it will take some time uh it's not facebook anymore it's meta we'll need to adjust uh but i think that definitely this is really interesting to uh to keep an eye on attention the next several years so stephanie i know you guys have a big view on this yes interesting i was with my father this weekend and i was explaining to him you know this low and we start talking to our parents about what we do um and you know it is so new right there's a lot of buzz around it um you know in essence the metaverse is a virtual high street i say to some extent whatever we can do if we walk down a normal high street it could be by clothing it could be kind of interact with people it could be go to concerts it could go to events and in theory that's what the metaverse is

about you know you can touch and feel things virtually you can interact with people virtually but it is in this virtual world um you know we have to take it step by step we start with what we know which is the you know the virtual ads as such um but i think that the next stepping stone for us is to actually look to create sort of stores for brands within plots within the metaverse that allows consumers to engage within those environments depending on what that brand might be i think the fact that the great thing for the metaverse is facebook and their change of one now meta you know it's great because something has come on people's radar which is helping everyone within this industry great wonderful well this has been a great panel um we have so many more questions we weren't able to get to and some from the audience as well but uh it's really great to hear the insights from all the speakers today

yeah that was great and thank you so much amy did a really good job your first panel there you go if you ever get tired of running a a massive game publisher then you know there's always a there's always a second job there so that's good um thank you so much guys and and amy for for for a great panel for rounding off that day so i'm gonna let you disappear to your various parts of the world you've got we're in china we're in spain wherever stefan love that tash love it that's brilliant thank you i'm i'm getting some good compliments in the office at the moment yeah you need to you need to need to play donate that's uh that's really great no and nothing against nate or shalom's facial hair yours is very good as well it looks like you're a bit more comfortable with yours and maybe have it for a bit longer whereas that's uh yeah i wish somebody told me i could make use of this scruff like earlier on you know for good yeah let's get well i just say you are i mean i can't pretend i am i'm sorry i did it if you want to get involved nate i'm going to shave now

now i'm going to shave now just all right guys thank you so much and thanks for your insight and sharing with i'll let you disappear i'm sure the audience can find you uh and your various companies if they're looking for advice and insight so thank you very much i'll let you disappear into the metaverse now um thank you brilliance