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Advertising was pretty basic at one point. For a time in our history, everyone watched television. You would pay some people to report you. Then you would pay another group to play that ad on Must See TV. However, those days are fading fast.
Then came the world of CTV or Connected TV. Now much of the world watches TV through connected devices like Roku, AppleTV or from a SmartTV. Of course, these services sell ad time, but how do you know you’re reaching your target audience? The Verve Group has an answer.
Verve recently ran a test for the MMO Trove with gamigo. Verve added expired Trove users to its internal platform to calculate the most effective ad slots. With this initiative, Trove saw a 34% lower CPM and 12x higher engagement on gamigo than other available channels.
“The blueprint for gaming publishers and advertisers to reach the always elusive gaming community is now here,” said Merv Lee Kwai, Chief Gaming Officer, gamigo group. “Even as users continue to play across multiple platforms, it’s possible to capture their attention with the right omnichannel offering. We are very excited to introduce such an impactful innovation to the industry.”
The future of gaming advertising
Gaming continues to grow by leaps and bounds in every category. By connecting players to advertisers via CTV, the Verve Group believes it has made a significant breakthrough. Many gamers are cable cutters and therefore difficult to reach through classic advertising media. If the results achieved with the Trove campaign are any indication, they might be right.
“Programs and innovations like this demonstrate why Verve Group is so committed to making strategic acquisitions and then investing in building connections between our businesses that help cross-channel marketers connect with consumers in meaningful, yet privacy-focused ways to get in touch,” said Ionut Ciobotaru , Co-CEO of Verve Group. “With cross-play gaming on the rise, this solution offers a scalable opportunity to help buyers reach these premium, highly desirable audiences. Gaming companies are vying for their audience’s attention amid a fragmented and crowded marketplace, and the ability to retarget users across devices gives them the opportunity to engage with their users in a timely and relevant manner. This is just the first of many new connections we expect to unlock for customers to help them win and keep their audiences across devices.”
For more information about the Verve Group and its new advertising platform, visit its website.
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