Gaming Marketing Needs to Get Boring | IAB & GamesBeat Insider Recap

Matt spent the week in New York at the IAB PlayFronts and GamesBeat ‘Brands & Games’ event, and one idea kept coming up: gaming marketing needs to get more boring. Not boring creatively. Boring in the way media teams understand it. Clear objectives, real measurement and an answer when someone asks, “What’s my ROI?”

Nic and Matt break down why gaming still gets stuck in the innovation bucket, why “the gaming audience” is probably the wrong way for brands to think about players, and why reaching someone through ‘Call of Duty’ should be treated like reaching them through any other media channel.

They also get into GTA VI, Rockstar’s tight control over Vice City, and whether the more interesting opportunity for brands could eventually sit on the UGC side instead.

Plus, Matt asks people at IAB one question: what’s the most valuable thing to measure in game marketing?

Thanks to everyone who rocked the mic and gave valuable insights:

Andrew Martinson - Media and Strategy H&R Block

Michael Arzt - Experience Center Director at IAB

Jean-Baptiste Godinot - Executive Vice President, Gameloft for brands

Olivier Moingeon  - Co-Founder & CEO Exclusible 

Bryce Showalter  - Head of Gaming JBL Professional

Matt Sharpe - Creative Director, Advertising Zynga

Shahar Sorek  - CMO Overwolf

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Co-Hosts:
Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Matt Daly - https://www.linkedin.com/in/dalymatt/

Producer / Editor 
Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

Website: https://www.brands-in-play.com/

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