Main Feature Marketing Southeast Asia

Insight of The Year: InMobi’s 2021 report on mobile gaming in Indonesia

For over the past year, MARKETECH APAC has dissected and presented numerous comprehensive reports to share the latest trends, issues, and insights pertinent to the industry. 

Out of all of them, it is InMobi’s ‘Mobile Gaming Through the Pandemic and Beyond in Southeast Asia 2021’ that comes out as our Insight of The Year

Released in June 2021, the SEA report takes a specific interest in the state of mobile gaming in Indonesia. Armed with fresh findings on the demographic, the report has served to be a guiding light on how to engage mobile gamers in the market, and what the best approaches are to draw their attention to the brand. 

Here’s our interview with Rishi Bedi, InMobi’s vice president and GM for Southeast Asia, who further built on the report’s insights, sharing with us how brands can leverage their presence across Indonesian gamers and the best strategies they can employ to stay ahead of the game. 

The report stated that 46% of the respondents have tried mobile gaming for the first time. What does this say about the future of mobile gaming in Indonesia?

As people are increasingly on-the-go, mobile gaming is predicted to become one of the chosen sources of entertainment and relaxation. Mobile games have created a virtual environment for players to compete, play together, and connect online. With 125.6% mobile connections (compared to the total population) in 2021, mobile gaming is expected to continue to grow in popularity among Indonesians in the next year. This is evident as the time spent grew by 1.5X within the first 9 months of 2021 compared to 2020. Even in a post-pandemic world, we expect people will still turn to mobile gaming apps to make new friends, relax and pass time. Because of the depth and diversity in mobile gaming, this space has the potential to become the most preferred channel for brands to engage with consumers at scale.

The report also found that 2/3 of the respondents say that they prefer to watch ads to progress in games. What does this say about the emerging trend of advertising across mobile games?

Based on the results so far, it is becoming clear that the ad experience offered by mobile gaming apps can be highly effective, making it an ideal space for advertisers to focus their attention. A study by The Drum and YouGov found that the click-through rates (CTR) for ads inside mobile games are 50% above average while 37% of people who play games have bought something as a result of an in-game ad. 

Hence it is no surprise that, compared to the previous year, we saw a 10x growth in video advertising on gaming apps in 2021. And we believe this is just the start. Moving forward, we expect to see mature brands to keep gaming as a key element of their mobile marketing strategy and leverage its various placements to drive results.

In what ways can brands leverage their presence across gamers in Indonesia?

The appetite for games in Indonesia could present major opportunities for advertisers to secure the attention of an engaged audience. But brands must be strategic about how they do it. 

Mobile comes first. About 46% of Indonesians explored mobile gaming for the first time during the height of the pandemic to seek entertainment, relaxation, or even make new friends. 

We are also seeing that mobile gamers are even more receptive and welcoming to ads when these are relevant and offer some value exchange. Hence, brands in industries pertinent to gamers such as lifestyle, e-commerce, retail, electronics, and other games could potentially engage with gamers by delivering ads that offer in-game rewards or allow players to achieve greater progress in the game. 

Brands should also be strategic in mapping the audience with the gaming category. According to our report, Gen Zs and Gen Xs tend to prefer casual games, while millennials prefer stimulation and action-packed games. Aside targeting, the brand should also consider leveraging the various innovative mobile-first formats and full-screen immersive experiences – much in line with their state of mind as a gamer – to engage them.

What are the strategies brands should employ to win this large market of gamers?

In my experience, gamers in Indonesia are familiar with ads and prefer to watch them over and above paying money when looking to progress in a game or in exchange for a benefit. Ad recall is also very high in this space, especially when ads are about a topic of interest. Hence brands must be strategic in leveraging the right data to enhance the personalization and relevance when delivering ads in gaming apps. 

Moreover, specific ad formats or placements can be used to maximize the time spent with the gamer and increase engagement. Full-screen video ads within gaming environments can be a great way to engage users. They occur during a natural break in the gameplay and create no interruptions in the gameplay. These ads should be horizontal or vertical, based on the orientation the games are played, making it easy for brands to leverage or transform existing core assets. Rewarded video is another excellent way to engage with mobile gamers who are highly engaged and receptive, as they look to advance in the game without having to pay. 

Brands that have completely moved to programmatic media buying can also potentially access and engage with these mobile gamers based on their specific campaign objectives. For example, they can set up different segments like users with higher engagement rates, viewability, completion rates, or maximum reach.

This recognition is based on the results of Google Analytics on the most-read stories of 2021 with editorial validation on the significance of a leader’s contribution, campaigns results, and overall impact.

Main Feature Technology APAC

Why marketers will prioritize gametech

For generations, gaming has been a cherished pastime across cultures and geographies. It took on a new life with the advent of the console and the internet, becoming more accessible and affordable. We’re now experiencing the next surge in gaming with the industry nearly doubling over the last five years, largely due to a combination of increasing internet access and speed, the proliferation of 5G, and increasing sophistication in hardware and mobile devices. 

As the industry has grown, the technology underpinning gaming has become more powerful. The opportunity has evolved beyond the console, bringing many once fantasy science fiction stories to life, creating a flourishing gaming ecosystem. So as the pandemic forced everyone to stay indoors and find new ways to connect and stay entertained, the growth of gaming has accelerated exponentially beyond prediction.

Convergence of gaming and marketing

Fuelled by the maturity and innovation in marketing and advertising technology, coupled with advancements in machine learning, artificial intelligence, smart devices, and cloud computing, we are now witness to the convergence of gaming and marketing as an opportunity to the current market value of $175B USD this year. The landscape has changed and brands and marketers are looking for new and innovative ways to capitalize on the 3 billion global daily users. 

But the technology ecosystem hasn’t fully kept up with the exponential growth in gaming, nor has expertise evolved to provide clear, strategic entry points for brands to authentically connect in this new interactive universe. Leading MarTech and AdTech companies are now looking at the gaming universe, seeking to understand how they can capture and grow their piece of the virtual pie and get in on the next big wave of marketing and entertainment. 

The next generation of marketers and technologists are building a new landscape for gaming technology, so-called Gametech. New infographics reminiscent of the familiar Lumascape are now in circulation, highlighting the emergence of new businesses with relevant gaming technology dedicated to PC, console, or mobile devices. 

Overcoming gaming marketing hesitancy 

It has been referenced that brands and marketers are hesitant to invest their budgets in this arena. Claims range from tenuous means to measure campaign effectiveness, to not enough understanding about the medium, to let’s just throw some of my traditional media budget into a streaming platform and see what happens as a strategy. 

This stems from a knowledge gap for both marketers and their agencies, and that trusted advisors and genuine gaming specialists are a small group. Beyond the upskilling and education, there also remains a gap in the connection to audience and inventory marketplaces. 

Marketers, publishers, and their agencies must be able to access and activate through their DSP and/or SSP of choice. The challenge for some of these platforms is they currently lack the right integrations to support features unique to gaming behaviors and buying methods. The technology must adapt to the intricacies and adopt features like new buying types in order to tap into the market and scale with programmatic. 

Combined forces driving game technology 

Modern marketing and advertising are powered by machine learning and real-time access to audience segments, creative and inventory via private or public marketplaces. For gaming, the way to gain traction and scale is by leveraging the maturity and speed of these existing technologies combined with dedicated operational support for the new interactive ecosystem. 

What the industry needs are businesses that aren’t focused on building the game itself, but genuinely understand how audiences engage with interactive formats and create opportunities that are true to the playing field without disruption. That means campaigns suited to the universe – or metaverse – in which the players reside, as well as in the form of ad monetization, measurement, and analytics to market analysis with a deeply rooted understanding of creativity fuelled growth. 

Gametech providers must support marketers to understand how best to approach gaming, supported by research and insights. Data solutions must be available to activate through leading data marketplaces, DSPs, and SSPs. The right strategy and access are not complete without real-time measurement tools to inform in-flight performance and campaign effectiveness. 

Industry legends from programmatic to traditional sports are combining learnings and the best of breed technology built for the fourth industrial revolution into the digital age. Platforms that can provide some or all of these solutions will carry brands into the next phase of Gametech and gaming marketing. 

Double down on the future of Gametech

Brands, publishers, agencies, and platforms should be paying attention to the opportunity powered by Gametech. Gaming is ingrained in our modern-day culture, across geographies, demographics, economics, psychographics, etc. – all you need is internet access or a mobile phone.

But with great access and power comes responsibility – and children are a part of the gaming community. Innovation in Gametech has brought to light increased safety measures. In-game advertising enables marketers to choose what they define as brand-safe environments, empowering parents to feel secure in the activities their children engage with online. 

Leveraging the power of data and insights combined with programmatic media buying methodologies, Gametech solutions enable addressability and harness the benefits of an increasingly sophisticated use of machine learning, smart software, and technology. 

With the gaming market nearly doubling over the last five years and forecasted to grow to $217.9 billion by 2023, more of the marketing pie is going to shift into gaming. And the gaming universe is just getting ramped up, with more opportunity to be uncovered at the convergence of gaming and commerce. Fashion companies, sports icons, and music stars alike are bursting into the metaverse offering everything from live concerts, runway fashion shows, merchandise and apparel, and more. 

Together, this presents a greenfield for creative innovation to connect the right brands and services to the right metaverse, game, or stream, with the right strategy, at the right time. 

Only Gametech expertise can take you there. Are you ready? 

This article is written by Indy Khabra, Co-Founder and CEO of Livewire.

Main Feature Marketing APAC

MARKETECH APAC’s Top 5 Stories for August: Mobile gaming in Indonesia takes reign

For this month of August, we see a compelling lineup of top stories in MARKETECH APAC all coming from the area of technology and platforms. As usual, top stories from brands serve as proof of the changing consumer behavior in APAC amid the unprecedented wave of digitization. 

For one, a Hong Kong startup is responding to the beat of social commerce in Asia where purchasing through social messaging is growing more mature. With a platform that simplifies customer communications for brands across social messaging apps, the SaaS company sees its presence expanding to Singapore and Malaysia.

Another one is mobile gaming in Indonesia. Indonesia is fast earning its name as the market with the strongest mobile engagement in the Asia region, and a report that entered the list presents insights that turn gaming patterns on their head.

Two global adtech platforms have also inducted leaders into new positions of COO, managing director, and into a role helming partner development in order to bolster their presence in APAC. Meanwhile, a recommendation platform for the open web has also unveiled its string of eight new hires for the ANZ, SEA, and APAC region.

Take a look at the top stories this August. Rankings were based on Google Analytics from the period of 16 July to 15 August.

Top 5: SleekFlow expands to Singapore and Malaysia

SeekFlow, the Hong Kong-born SaaS start-up that provides an all-in-one social messaging platform for businesses, is expanding to Singapore and Malaysia. SleekFlow streamlines customer communications in social messaging apps such as WhatsApp, Facebook Messenger, and WeChat through a single platform. 

Speaking to MARKETECH APAC, Henson Tsai, the founder and CEO of SleekFlow, shared that the company has always been eyeing to make Singapore its regional hub. Aside from Singapore being the headquarters of many brands and companies, the SleekFlow team also found that there are more people familiar with the SEA market in the country compared to those in Hong Kong, making it the “sensible move.” 

Tsai also shared that Indonesia is a target market, where SleekFlow found that 80% of people buy on smartphones with only the remaining 20% buying on desktop. 

“If you actually compare Asia with Europe or America, you realize for example, in China, that kind of behavior [which is] buying through social commerce is kind of very mature…clicking through products and paying through chat is a very mature behavior. If you look at Southeast Asia, people actually purchase more often on mobile,” said Tsai.

Eveyone has that kind of experience right where they buy something and want to talk to someone first. I think these kinds of feelings make you feel more privileged, you feel more [ advantageous] over your peers because you have someone to talk to.

Tsai on the behavior towards social commerce

Top 4: Magnite announces new leadership roster in APAC

Following its acquisition of video ad platform SpotX, global sell-side platform Magnite elevates its leadership to realize the combined capabilities of the two platforms. 

New leaders include Gavin Buxton, who has been appointed managing director for Asia at Magnite Asia, and Yogesh Sehgal, who will assume the role of head of partner development at Magnite APAC.

Gavin Buxton, previously the managing director for Asia at SpotX, will be holding the same position for Magnite Asia, while Yogesh Sehgal, Magnite’s former regional manager for the region, has been promoted to the role of head of partner development. 

Speaking to Juliette Stead, Magnite’s senior vice president and head of JAPAC, in an exclusive interview, she shared that through this fusion, Magnite will be able to solve the needs of publishers more holistically and ensure that they continue to deliver the services and the tech that everybody has already expected from both sides 

Magnite and SpotX have been doing so incredibly well for such a long time, and we want to bring that together, and make sure that we’re not just 1 plus 1 equals 2. The way we see it, we’re better together, and to provide even more for the publishers and buyers in the market.

Juliette Stead, SVP and Head, JAPAC, Magnite

Stead also emphasizes the concept of scale that the newly combined capabilities bring about. 

“All of these publishers across all of these platforms provide the buy-side with a scalable alternative to walled gardens, that’s also really brand-safe, and that has a targeting and addressable functionality.”

Top 3: Adtech Silverpush names new COO

Global adtech Silverpush, known for its AI-powered contextual video technology, has targeted bolstering its global senior leadership by promoting its current chief revenue officer Kartik Mehta to the new role of chief operating officer.

Silverpush, which currently has presence in the Asia-Pacific (APAC) markets of the Philippines, Malaysia, Indonesia, Vietnam, Japan, and Thailand; targets to penetrate further into the contextual video advertising and moment marketing space.

Speaking to MARKETECH APAC, Mehta shares that in his role, he will be driving the company’s vision that they have set for themselves, adding that they are also pushing their ‘3.0 Agenda’ or a strategy simply called as ‘Pi’, which stands for partnerships and investment which then leads to acquisitions.

“Essentially, all of what we do is going to revolve around these key things. You know, the digital media industry is growing, and we firmly believe that we need to be true to our vision on what we have set for ourselves, and to be considered as leaders among most-respected companies in the contextual advertising space,” he said.

Part of what Mehta also shared during the exclusive interview surrounds the question of ‘how could we invest in technologies?’, adding that they pose the aforementioned question in a bid to help companies in the region, such as in APAC, who have geographical advantage in their market.

Ever since we started in the adtech space and the privilege we had over the past nine years, we said that everything we’re doing doesn’t rely on any kind of personal identifiers. The technology, which is available today, are eventually what we have progressed hereon, is all very privacy-compliant.

Kartik Mehta, COO, Silverpush

He added, “In terms of APAC perspective, the region today contributes about 65% of the overall company revenue, which means APAC becomes very, very important market for Silverpush in terms of expansion, in terms of what we have to do in our strategy, and within APAC, certain key markets like Southeast Asia and India are going to play a pivotal role in terms of our entire growth strategy.”

Top 2: Recommendation platform Outbrain keys in eight new hires for APAC

In its efforts to bolster the company’s growth and presence in the Asia-Pacific (APAC) market, global recommendation platform Outbrain has signed in eight new hires to serve the diverse needs of clients across said regional market.

Outbrain operates under the premise of generating revenue for online publishers by displaying feeds of content and ads, or boxes of links to pages within a website, that lead to third-party content.

The new hires are led by the new director of sales for SEA, Jovary Jose. He is accompanied then by Nathan Jackson, head of sales APAC at Outbrain; Chermaine Koh, senior account manager at Outbrain; Calista Teo, sales manager for SEA at Outbrain; Daniel Littlepage, director of business operations for APAC; Greg Wood, head of Engage ANZ; Krishan Lal, sales manager for ANZ; Alanna Green, senior account manager for Engage ANZ; and Ana Carolina Garcia, account manager for ANZ.

Speaking to MARKETECH APAC about the latest hires, Jovary states that the company has a strong business growth in the region, noting the latest hires significantly showing a 50% growth of the company’s presence in APAC, focusing more on sales and recommendation teams across the region to support the Outbrain team.

Personally, I’m happy to be involved in Outbrain and growing the APAC team. Coming from a publishing background, I’m thrilled to support quality content and connect advertisers and brands. Again, I love the fact that Outbrain supports publishers, and being from the publisher side for the last decade, the idea of continuing support of publishers like Singapore Press Holdings (SPH) and MediaCorp really appealed to me.

Jovary Jose, Director of Sales, Outbrain

Jose also shared in the same exclusive interview that Outbrain is working on a new hire to work with premium publisher partnerships across the APAC region.

“We are excited to continue innovating and building the best native advertising products for publishers and marketers for many more years to come,” he concluded.

Top 1: Indonesia, rising powerhouse of mobile gaming in SEA: report

With pandemic restrictions largely disrupting normal human activities, it is no wonder that there has been an exponential rise of modern trends and practices among affected markets, including the prevalence of mobile gaming across a wider demographic.

It is no surprise that our top story for this month concerns the ‘powerhouse’ figure of the Indonesian market when it comes to mobile gaming activity and consumption.

In the latest report released by marketing cloud company InMobi, they have found that aside from the new 46% of respondents saying it is their first time venturing into the mobile gaming space, data also shows that 80% of Indonesian respondents say that they commit to playing mobile games at least once or several times in a day, in which interestingly, the 35-44-year-old bracket showing up as the age demographic with the highest commitment.

In an exclusive interview with MARKETECH APAC, Rishi Bedi, general manager and vice president of Southeast Asia, Japan, and Korea at InMobi notes that mobile gaming has seen a steadfast growth in the region from the one and a half years, adding that Southeast Asia alone has 215 million mobile gaming users, and in Indonesia alone, there has been ‘double the growth’ of mobile gaming users in the particular market.

If we look at the analysis of the data, one that we see is the behavioral patterns of the time of usage of the mobile games, which are very different from what it used to be earlier, now consumers are spending more time through the day, [even] as early as 6 AM. Second is that we have seen a shift in demographics, one per se is that the perception of mobile gamers is young men below 25 years of age, but that’s not the case. We see about 60% to 80% of these [mobile gaming] consumers are above 25 years of age.

Rishi Bedi, GM, VP, SEA, Japan, and Korea, InMobi

When asked for advice for marketers looking to tap into this huge online market of online users, he says that one should first leverage the scale and reach of mobile gaming in the target market, noting the transition of their market.

“There is a huge amount of segmentation possible in mobile gaming, there is diversity [where] you could target the right audience and the desired demographics. There are mobile offerings and a range of other elements that you can leverage that are very unique to mobile gaming, featuring elements like interactivity and augmented reality,” Bedi said.

Watch our exclusive interviews with the brands themselves on the latest episode of MARKETECH APAC Reports, now live on our YouTube channel.

This is in collaboration with Malaysia-based media company The Full Frontal.

Platforms Featured Southeast Asia

New report shows PH esports still grasping for mainstream success amid rising popularity

Manila, Philippines – While the esports scene industry in the Philippines has been thriving, thanks to a combination of local area network (LAN) gaming centers or more known as ‘computer shops’ and mobile gaming accessibility, the industry has seen its fair share of struggles maintaining mainstream focus, a new report from strategic advisory firm YCP Solidiance shows.

According to the report, the local industry has yet to prove that esports titles hold a lifespan long enough to support professional players’ careers, unlike traditional sports that have a long-proven history of consistent returns and established fan support. In contrast, international leagues such as The Overwatch League and League of Legends: League Championship Series have successfully proven their success in other countries, paving ways for a profitable future for the Philippine esports market.

On the other hand, while these esports tournaments have yet to see themselves ‘ripen’ in the local scene, the esports industry in the Philippines currently has over 43 million active gamers, a number growing steadily by 12.9% yearly since 2017. The country’s most played game, Mobile Legends, reached a whopping peak of 2.65 million active users daily (from data by the Google Play store in April 2019), and has shown consistent growth at a compound annual growth rate (CAGR) of 9%.

The report also suggests that in order for the esports industry to thrive in the country, they need to combine three elements: content, packaging, and accessibility. In the case of establishing an esports league tournament in the country, for instance, the Mobile Legends Professional League (MPL) in the Philippines, they have one of the highest levels of Mobile Legends competitive play that is accessible today in the country.

“Even better is that it shows a marked improvement, exponentially growing the viewership number from the previous seasons, and a growing loyalty amongst its viewers as seen with the returning support after multiple editions of the tournament. Though more outside investments and direct sponsorship support is not yet prevalent, it stands to reason that future editions of the tournament will very likely catch the eye of many non-endemic sponsors,” the report stated.

They added that at the end of the day, it is a ‘delicate balancing act’ that requires concrete efforts on all ends to make sure all bases are covered. Such efforts require considerable investments, but when these are done right, successes such as the one Mobile Legends has shown is a definite possibility. 

“Especially now that Mobile Legends’ success along the way is converting many nonparticipants of esports into potential audiences of tomorrow, the esports industry in the Philippines has never looked more approachable and primed to succeed in the coming years,” the report concluded.

Platforms Featured Southeast Asia

Indonesia, rising powerhouse of mobile gaming in SEA: report

Singapore – Pandemic-driven ‘shelter in place’ advisories have pushed the greater majority of Indonesians to try mobile gaming for the first time, making them the new ‘powerhouse’ of said industry, a new report from marketing cloud company InMobi shows.

According to their latest report, over 80% of Indonesian gamers are ‘committed’ as they play once to several times a day, with the 35-44 years old bracket coming out with the highest overall percentage of committed gamers. The gamer demographic is split nearly equally between females and males.

Furthermore, the report also found out that 46% of their Indonesian respondents stated that it is their first time venturing into mobile gaming in general.

In terms of frequency in installing mobile game applications, about 54% of Indonesian respondents have three or more games installed, and 46% of committed gamers download games several times a week. Around 24% of respondents spend over an hour gaming, while the average mobile gamer spends an 11-30 minute ‘snack-sized’ playtime per session.

Rishi Bedi, general manager and vice president of Southeast Asia, Japan, and Korea at InMobi, notes that Indonesia has demonstrated that significant growth potential for mobile gaming in the region was seen due to better accessibility and affordability, as well as the rising demand for ‘snack-sized’ entertainment.

“Gaming is among the biggest opportunities for advertisers across Southeast Asia today. What it provides is not just huge reach, but the ability to access an audience that is highly engaged and receptive to ads in an environment that is completely brand safe and impactful. This, in combination with the richness of mobile, ensures that every brand can drive relevant ad experiences at scale,” Bedi stated.

The report also found that Indonesian gamers are familiar with and receptive to ads during gameplay, with over two-thirds of respondents preferring to watch ads to progress in games instead of paying. At least 62% remembered the ads they had seen when playing mobile games because it catered to their interests, was immersive, or provided them with in-game rewards. 

Within the wider Southeast Asian market, smartphone gaming experienced triple growth in the region during initial lockdowns in April 2020. This also translated into a long-term behavioral shift beyond the pandemic as gaming usage more than doubled year-over-year on average since January 2020 – a significant register as Southeast Asia is home to 250 million mobile gamers.

Platforms Featured Global

Ferrero’s Kinder launches AR app to bring Kinder toys to life

Singapore – Chocolate brand Kinder, part of the line of confectionery company Ferrero, has launched a new mobile application called ‘Applaydu’ that utilizes augmented reality (AR) to bring Kinder toys to life. 

Since the creation of Kinder, it has been engaging kids with toy surprises inside its egg-shaped packaging, wheretoys may range from toy cars to figurines of animals and characters. Through the application, it aims to deliver kids an immersive new experience. 

The app, dedicated to children from four to nine years old will feature environments, characters, and stories that are thought and built to spark their imagination and stimulate their ability to learn new things. Users of ‘Applaydu’ can enjoy games, interactive stories, activities, and a lot more.

Furthermore, the ‘Applaydu’ mobile app also provides a family-friendly, safe and controlled environment, that is free of ads nor in-app purchases, as well as parental control features such as activities report and adaptive difficulty to ensure a complete peace of mind for parents. It is designed to be used with the whole family, however, parents can rest assured that appropriate safeguards are in place to guarantee that children can enjoy themselves securely.

“By sparking the imagination of children, and uniting adults and children in play and enjoyment, we believe that Applaydu can play an important role in helping ensure that a happy child today will be a better adult tomorrow,” said Emiliano Laricchiuta, global head of Kinder Products with Surprise.

The app was developed by game developer Gameloft, and has sought the expertise from the Oxford University’s Department of Education in coming up with a set of guidelines to help Kinder’s development of the app, aimed at helping children’s progression by creating and developing a game that utilizes and develops cognitive skills including mathematics, motor skills, reading, and writing, as well as memory.

“We are really proud to partner with Kinder to make this project a reality. It is incredible to bring our 20 years of gaming expertise to the Kinder brand and their beloved toys in order to craft an app that brings a whole new layer of fun to families, by merging physical and digital worlds in order to expand the traditional play experience,” said Alexandre Tan, VP brand partnerships and advertising at Gameloft.

Applaydu can be downloaded now for free from the App Store or from Google Play.

Platforms Featured South Asia forges exclusive deal with World Cricket Championship to integrate in-game ads

Mumbai, India – In-game advertising platform has forged an exclusive deal with the newest installment of the World Cricket Championship (WCC) 2 game franchise in order to bring its in-game advertising solutions in the game, done through the game developer Next Wave Multimedia, a subsidiary of gaming company Nazara.

Through the exclusive deal, Next Wave Multimedia will leverage as its advertising platform of choice as it provides game studios with a monetization method targeted at enhancing the stadium ambiance to further replicate a live real-world match. 

Furthermore, the blended advertising format that the collaboration brings will help advertisers reach their audiences in a seamless manner, without disrupting user experience, while integrating a brand’s message in the game’s environment.

In addition to providing native ad placements with blended in-game banner ads across the game on Android and iOS devices, will provide WCC2 with ad viewability, brand lift measurement, audience verification, data enrichment, and fraud detection in partnership with industry leaders such as Moat, Comscore, Kantar, and Nielsen. 

“We are glad to be able to bring more value to brands. We believe this collaboration will help us serve users and advertisers better by taking gaming and digital advertising a notch higher for enhanced experience,” said Next Wave Multimedia Co-Founder and CEO P.R. Rajendran

Meanwhile,’s CEO and co-founder, Itamar Benedy, remarked, “Every region is seeing a growth in gaming, and advertisers realize that in-game ads can help them connect with a once-elusive audience. We are thrilled to partner with such a well-established studio and help them achieve their goals while opening up the in-game advertising market for advertisers across India.”

As’s newest deal entails a larger presence in the Indian subcontinent, its clientele base will have greater exposure, including the APAC arm of ad platform AdColony, to which they signed a deal last year.

“Gaming has transformed from an underground pastime to mainstream entertainment, and it is rivaling the reach of social media. Advertisers need to take note of this and treat gaming as an equal if not a more effective channel for communicating with consumers. Placing in-game ads in games like WCC 2 will allow advertisers to reach their desired audiences,” Amit Rathi, AdColony’s Country Manager for India.

The recent exclusive deal of comes right after its recently concluded US$9M funding for global expansion, with the help of various venture capital groups such as BITKRAFT, Sony Innovation Fund and other angel investors.

Marketing Featured APAC

Mobile ad platform AdColony names new marketing director for APAC

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!”

Technology Featured East Asia

Mobile ad tech Adludio expands operations to Taiwan

Taiwan – Global mobile ad tech company Adludio has announced that it has pivoted to tap into Taiwan’s rapidly-growing mobile gaming fanbase with the expansion of its operations to the region.

Adludio is a mobile advertising platform for delivering interactive creatives using gaming engine and artificial intelligence technologies. Following its launch in 2015, it has grown its presence across US, Europe, and Asia.

According to Adludio’s data, Taiwan is an emerging key market for mobile advertisers as the count of mobile phone connections in the country total 28.43 million, equating to 1.19 connections per person. Similarly, its gaming market shows great potential as it is expected to grow to $2.8 billion by 2021, with mobile games accounting for 60% of the revenue.

Benjamin Pavanetto, managing director for Asia commented on the growth opportunity the expansion offers, “Taiwan’s high internet penetration and fast-growing economic development makes it an ideal market for brands to effectively reach audiences digitally. The projected growth in Taiwan’s gaming industry also shows potential to create effective consumer engagement through gamified advertising.”

Meanwhile, Adludio’s Founder and CEO Paul Coggins said, “It is truly an exciting opportunity for us to expand into Taiwan. Taiwan is a market with extremely active mobile users, and Adludio’s mobile-first offering will bode well with creative and bold clients looking to increase their mobile performance and engagement.”

According to Coggins, the company is already working with clients such as LG, Audi and Cartier in Taiwan.

The Taiwan team will be led by Pavanetto who relocated from Singapore this year, alongside Adludio’s sales manager in Taiwan Clayton Chao.