Singapore – AdColony, the in-app marketplace for brands with a focus on gaming, has named industry veteran Adrian Watkins as its new director for marketing and growth in APAC.
With 20 years of global experience leading growth and marketing for publishers, agencies, and their brands, Watkins was most recently chief strategy officer for media site theAsianparent. He also previously assumed the role of commercial director for world-leading gaming destination IGN Entertainment, where he scaled international revenues through expanding the commercial offerings and teams, as well as eCommerce and content syndication partnerships.
Watkins said that in 2020, gaming has already reached more consumers than any other medium, putting it at the forefront of a brand’s marketing armory for reaching women and men of all socio-demographics.
“Mobile gaming right now feels like when social media exploded to become the new must-have marketing channel 15 years ago. Gaming is now at this same intersection. If a brand is not embracing gaming as a marketing channel, it is missing out [on many] potential customers,” he said.
He added, “Joining AdColony was an easy decision as it is perfectly placed to deliver award-winning custom solutions to brands who now realize they need to play in this space.”
Meanwhile, AdColony SVP for APAC Tom Simpson commented, “Adrian understands the massive opportunity around mobile gaming, and brings a calm, strategic and entrepreneurial approach to AdColony, which will allow us to grow exponentially. 2021 is shaping up to be a standout year!”