gaming
Equativ Levels-up its Gaming Marketplace to Help Advertisers and Publishers Thrive in Fast-growing Gaming Sector
Equativ, the leading independent ad tech platform, is growing its gaming advertising services. Offering access to quality inventory across premium apps, the company will soon release refined category targeting options and auction packages, alongside a greater range of formats.
This expansion of capabilities will better-equip advertisers and publishers to harness the continuing growth of the gaming sector. Generating $396.20 billion in global revenue, overall market value is due to reach $533 billion by 2027, climbing at a 7% annual compound growth rate (CAGR). Mobile gaming is experiencing especially rapid gains; seeing an increase of 17% CAGR over the last year, with revenues rising from $118.43 billion to $138.63 billion.
The thriving sector is also proving a particularly effective environment for driving advertising engagement. Following an extensive two-year study by in-game advertising platform Anzu and attention tech company Lumen Research, it was revealed that intrinsic in-game ads achieve up to 97% prompted recall and viewing times of 3.1 seconds – compared to the 2.9 second digital ad norm. This is in addition to fuelling high purchase intent for six in ten gamers. Gadsme, “the most sophisticated in-game advertising platform”, a company based in Paris and London, is able to measure clicks and has observed rates of 0.4% to 6% depending on the game and the quality of the creative. This click rate, much higher than the average rate of 0.5% observed in a “classic” environment, is thought to be linked to a friendly and safe perception of the gaming ecosystem on the part of players.
Equativ’s existing solutions enable gaming app publishers to create custom auction packages covering display, standard digital video and highly interactive rewarded video formats. Using its efficient curation abilities, sell-side partners — such Anzu, AdInMo and Gadsme — can securely activate first-party player data and build valuable, bespoke audiences, in addition to making ad space directly available to media buyers manually via integrated technology.
With availability spanning more than 41,000 apps, the platform also provides significant scale for advertisers. Buy-side partners can reach qualified mobile gamers across multiple popular apps — including Candy Crush Saga, Wordscapes and Woodoku — while further enriching audiences and ad space by harnessing smart curation features to onboard owned insights.
Over 2023, Equativ plans to enhance its range of formats by adding curation support for engaging and immersive in-game ads. This will be followed by further developments aimed at improving the precision of ad delivery: including allowing targeting for specific gaming app categories and creating a broader selection of pre-configured auction packages, segmented by player and game type.
“Despite gaming’s powerful grip on mainstream consumer attention, its share of advertising spend has been unrealized by the buy-side. By facilitating simplified, secure, and customizable trading, we aim to change that,” said Emir Teffaha, Senior Vice President, Agency and Enterprise, at Equativ.
“As leading industry forces, like the IAB, help to push standards and measurement around gaming for both performance and branding campaigns, wider industry adoption will inevitably gain traction. This means those who get ahead of the curve stand to reap the greatest benefits. By providing privacy-safe mechanisms for building data-enriched deals, our offering will enable granular targeting and efficient monetization that allows all players to start driving mutually rewarding and high-value outcomes.”
FreezeNova
10-15% Of Gamers In Florida Show Signs Of Gaming Addiction: Here Are 10 Signs Your Kid Is Suffering From It (And How You Can Help)
Recent studies indicate that 10-15% of young gamers in Florida exhibit signs of gaming addiction. These findings underscore the need for early identification of symptoms to prevent negative impacts on children’s mental and physical health. Gaming addiction, if not dealt with, can lead to poor academic performance, social withdrawal, and even health problems.
Marin Cristian-Ovidiu, CEO of FreezeNova, discusses key indicators of gaming addiction and offers practical advice for parents.
Recognizing Early Signs
“Early recognition of gaming addiction is crucial in preventing long-term negative outcomes,” Marin explains. The following signs can help parents identify if their child might be developing an addiction:
Exhaustion and Irritability
Constant tiredness and grumpiness during the day could indicate late-night gaming sessions interfering with sleep.
Gaming Obsession
If gaming dominates your child’s thoughts and conversations, and they plan their day around it while neglecting other responsibilities, it could be a sign of addiction.
Decline in Academic Performance and Lost Interests
A noticeable decline in academic performance or loss of interest in previously enjoyed activities may suggest your child is prioritizing gaming over more important tasks.
Emotional Volatility
Extreme emotional reactions to in-game outcomes, such as uncontrolled anger, known as ‘Gamer Rage’, or intense celebrations, could indicate an unhealthy attachment to gaming.
Physical Strain
Signs of repetitive strain injuries like ‘Gamer’s Thumb’ or ‘Nintendo Neck’ from prolonged screen time are warning signals.
Neglecting Basic Needs
If your child is neglecting basic needs like eating, sleeping, or hygiene to keep playing, gaming has likely taken an unhealthy control over their life.
Creating a Supportive Environment
While video games can be a great source of entertainment and connection, around 70% of people with signs of gaming addiction also experience social disorders. Marin recommends a few tips for building a supportive and open environment for your child.
Teamwork and Setting Boundaries
“Parents and children should work together to create a healthy gaming environment. Gaming addiction requires a holistic approach,” Marin advises. Start by setting clear boundaries on gaming time to ensure there’s room for schoolwork, chores, and quality family time.
Revisit activities your child once loved, like football practice or exploring new hobbies together. It’s vital for your child to take breaks from screens, so create a balanced daily routine that includes homework, chores, exercise and just some gaming time. This allows your child to enjoy their games without neglecting other aspects of their life.
Open Communication
Maintain open communication. Discuss the games your child enjoys and any concerns you might have. By understanding their world, you can work together to find solutions.
Remember, you’re not alone. If you feel overwhelmed, seek professional help from specialists in gaming addiction. Marin concludes, “By working as a team, setting clear boundaries, and fostering open communication, we can help your child develop a healthy relationship with gaming and thrive in all areas of life.”
SYNOT Games has announced that more than 140 of its games have now been officially certified in Brazil.
“We are delighted to announce that more than 140 of our games have now been officially certified in Brazil. This significant achievement allows us to expand our reach and introduce a diverse selection of games to this dynamic market. Brazil represents a key opportunity for growth, and we are committed to delivering exceptional gaming experiences to the Brazilian audience,” the Company said.
“We are thrilled to introduce our portfolio in Brazil, offering innovative and engaging gameplay that promises to captivate and entertain players,” Martina Krajci, CCO at SYNOT Games, said.
gaming
SPGA Introduces Code of Conduct to Highlight Member Commitment to Compliance and Safety in Social and Promotional Gaming
The Code of Conduct is designed to spotlight the processes and technologies already in place at both SPGA member sites and the majority of social casinos offering promotional sweepstakes, also referred to as social sweeps games.
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Age verification to limit real money play to users 18 and older
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Proper identity verification (Know Your Customer or KYC)
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Location verification of customers
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AML policies to ensure proper transaction monitoring
10-15% Of Gamers In Florida Show Signs Of Gaming Addiction: Here Are 10 Signs Your Kid Is Suffering From It (And How You Can Help)
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