Synative's Cynthia Du on making fun and engaging playable ads for games

[Music] we are back at baka gamer connects 2019 in London I am joined by Cynthia from sin ativ how're you doing today I'm doing wonderful it's a wonderful show and they such an honor to be here pleased to have you so I've been talking to a lot of people about what the new trends are going to be in 2019 regarding things like marketing and user engagement and all the other buzzwords you hear you started off with things like pop-up ads and banner ads you then got video advertising being the next thing but what I'm hearing so much from people now are the idea of programmatic ads as you can play and that's the service you provide isn't it yes actually so actually as you mentioned if there is a long history about mobile advertisement in the beginning that as is actually very you know like disturbing because you kind of bother you and it didn't provide a good user experience

just think about you're playing a game and suddenly some you know irrelevant has just popped up so nobody actually gonna see this and nobody gonna you know I actually buy I download another game by those kind of ass so that's the reason why we wanna you know engage the user more to the house and make that more fun that's the reason why we want to come out to playable as so rather than you actually making the ads for your clients you offer them effectively a toolkit that they can then use and so how do they deal with this toolkit is it a complicated thing that you need to walk them through and hold their hand or can they kind of make their own way so basically your tour is totally open to all of the clients they can use a tour and generally bow has all by themselves and our goal is to generate a product which can let everybody to use it thirty minutes they can know how to you know generate a playboy ass so what we normally do is that we will have a kickoff car and normally have a five minutes teach to all of the clients and they will start generating really good playable ads because actually it's just

you know some CG media or some we do deported from their game it's a fast turnaround and they can just enjoy have some interactions among all of those videos and link them together it's different branching so with this kind of way anyone without any coding background can generate a playable as in 30 minutes so I think that's where people may be a slightly confused on it because it's like am I making a tiny little game with actually on I coding by using an engine and that's not actually how it works you're talking about triggering video essentially by our interactive touch screens and what kind of is it just Pat based or can you do mic gestures and whatnot what can you incorporate that's actually a very good question so what we can do is that it required a hotspot so actually the hash bar can be triggered by tap by a long pass by you know swipe up swipe down all of those different actions and one husba can be added like five different actions altogether so if you think about it's actually like a real game so given the adverts advert

Sony come on for a very short amount of time usually it means 30 seconds is that standard countdown you see in the top clock so you've got to engage people pretty quickly and if people are working out how to use a game that's a very tiny loop game's over you know I know we've got a hyper casual and everyone's playing voodoo now but that's a very small time to actually hey teach someone effectively a game mechanic and get them involved what are the most effective methods of doing it as I assume people have been using your tools for a while what are good examples of how to do this right rather than just immediately confuse people and then the 30 seconds is up and you've achieved so actually I think is pretty much you need to find out what's the most you know I'm exciting thing about her game what kind of what's the best characters you want to show the audience and was that you know how to play your games is there any special action for example like voodoo game so it's just swipe left swipe right for that you know I like hallux jump so normally what we do is that way do you have some clients about this kind of games like hyper casual

games normally they shoot the most exciting part of the game play and the swipe left swept right and then you know make it to keep rotating there's all of the different levels so the level changing with your you know action to make it really beautiful so the user can actually experience a different level by same kind of action so they understand okay this game got different flavors different layers different characters and they kind of want to really try it so keeping it like a media and simple by the sax Lee exactly okay well you've come to the conference today we're asking everyone who were talking to what's the benefit from your perspective from coming to a conference like this given given what you do given what you're what you're selling what is the the angle for you guys to attend a conference yet first of all meeting everyone learn from everyone they're all amazing game developers and we're really happy to be here and you know get some experience from everyone and want to hear what kind of thing bothering them and what kind of problem we can help them to so so for this

conference we really realized is that there's so many amazing and talented games offers they call me out there are so many interesting games for the problem is that sometimes there are so many new games uploaded to Google Play everyday so it's really hard for them to pop up unless they picked up I sell my you know writers cobbler games to got featured otherwise it's really hard for users to find their game so what we come to that reason want to come to this conference is we recently come out a new feature called Google playing game so basically we can help game to offers to generate Google Play instant games so by using our tool everybody can generate Google Instant games in less than four days and then we can help them to upload the instant package to Google Play so they can have their own China button so know when you should actually search some kind of games even though there'll be so many games just go from theme categories together they will find a one game they can actually try them so about time to

try now and experience the game first and then download the game we already collected very useful data saying the people who try the try Now button actually for our China button and the retention rate and registration rate compared with organic users this whole six percent higher so I think it's really impressive especially for those strong in-app purchase games it's really being very helpful for them yeah and for traditional ad serving networks like that have they been in any way like confused or resistant to these type of ads because usually they are that they're feeding in just a video for 30 seconds is there anything that they have to do differently in order to push your ads into these games or is it just the same system that they've always used is the same system they are always huge but the problem is that you know different ad networks they have different formats so a war tool actually they don't want in a game to all first who is using our tool to think about okay I'm gonna integrate with this and I work so I need to do special coding for this a network

so I don't want them to think about that we can take care of all of the technical integration what they need you for it's just the creative itself that assets to make it as interesting as possible to make it as more innovative as possible so in this way they can just focus on the asset part we will take care of the rest that's the original plan yeah and if people want to get in touch with you guys and see how your services where would they go how do they get hold of you if people want to get in touch with you and reach out to your services where should they go to find you they can't just you know Google Street W dots in a team comp and they were all fine our website so everybody can actually apply for a 7-day free trial to our platform and they can use it in furious how that amazing tool can help them to generate flavor apps yeah fantastic well thank you for coming and talking to us today very much it's very nice talking with you you