从关注到行动：为什么游戏状态对营销人员很重要
In a media environment where attention is fragmented and hard to hold, mobile gaming stands apart. By the time most people have been awake for an hour, they've likely already encountered dozens of ads across multiple surfaces. Gaming is different, not just in the volume of attention it captures, but in the nature of that attention. Consumers in a state of play are in a uniquely receptive mindset, and that has implications across the entire path to purchase.
“Gaming is at the center of the attention economy. It's obviously such a fragmented environment and by the time you've been awake for an hour, you might have already seen a dozen ads, for example. So gaming stands out compared to social for so many reasons in terms of the attention economy. Primarily, it's a two-way engagement. So even if you're liking or sharing content, like in gaming, and the brands that involve themselves in gaming do it best when they are opening up a two-way conversation. And so to me, the attention economy, I like to call it the participation economy, which in gaming, I don't think that there's another medium that excels in that regard.”
Gabrielle Heyman - Zynga
VP, AdsThat participation dynamic has direct implications for the quality of data that gaming environments generate. Unlike passive media, where a consumer scrolls past an ad, gaming audiences are actively engaged with a screen, and that engagement leaves a richer behavioral footprint.
“A lot of Americans, a lot of mobile gamers are using it as their decompression time, but it's also highly focused. When they're playing a mobile game, they are very intent on their phone. It's hard to be doing two things at once if mobile gaming is one of the things that you're doing.”
Crissi Cupak - PMG
Head of ProductGaming inventory offers full-screen, uninterrupted exposure in a way that parallels premium CTV environments, with the added benefit of an audience that's actively engaged rather than passively watching.
“Mobile gaming is something that is very much similar to CTV in the way that it's completely viewable. It takes up the entire screen.”
Abbie Reichner - PubMatic
VP, Customer SuccessThe next step for the channel is translating that attention quality into the same level of measurement and accountability that performance marketers expect from social and CTV. That infrastructure is now arriving.
“What the companies that have focused on gaming advertisers, like the endemic advertisers, have done really successfully is turn it into a performance channel where you're bringing gamers from one game to the next and to up-level within those environments. I think this next iteration for the channel, why I'm so excited about its growth potential, is really the idea of bringing the same kind of addressability and measurement into that environment as you have in social and CTV. Unlocks it for every type of advertiser purpose from awareness through to an actual sale completion or event.”
Matthew Hogg - LiveRamp
SVP, Connectivity and EcosystemFor DSPs already active in gaming, the data-powered lower funnel is where the channel's performance credentials are strongest. And the opportunity extends well beyond endemic gaming advertisers.
“We really lean on our data platform. When you get down to the lower funnel, especially powered by data, it's a terrific way to transact — not just for endemic gaming advertisers, but for advertisers across the whole ecosystem. We think of mobile gaming as an experience, not a specific ad format.”
Chance Johnson - Nexxen
PresidentAt the network level, that engagement translates directly into purchase behavior. The path from ad exposure to conversion in gaming can be shorter than marketers might assume.
“Mobile gaming is pretty much the last few steps before the consumer goes into the path of purchase. With video plus playable ads, people are more engaged — 30 seconds to one minute of experience in the ad — and that will usually lead to purchase.”
Phoena Pang - Mintegral
VP, Global Sales and PartnershipsThe takeaway for performance marketers: the infrastructure for measurement, identity, and cross-screen activation is here. Mobile gaming can and should be held to the same standard of accountability as any other channel in the mix, and the teams treating it that way are seeing the results.