This presentation, based on research conducted jointly by Activision Blizzard and Alter, looks at the power of gaming with emphasis on ROI. Jonathan provided the background of esports, which he defined as professional gaming organized across teams or leagues with a range of game types. Professional e-gaming has grown rapidly to 436 million global viewers as of 2020 and is a highly fragmented marketplace.
Two researchers call for a new approach to marketing.
The gaming team at Meta launched an initiative to better understand the perspectives of underrepresented gamers in order to share the importance of diversity with the mobile gaming industry. Their findings, Stephen Gray (Meta) pointed out, are just as applicable to advertisers outside the gaming industry. With gaming now, the world’s most dominant form of entertainment, Chloé Gingrich (Meta) noted that the gamers population is more diverse than ever before, encompassing a spectrum of ethnicities, genders, ages, sexual orientations and abilities.
On June 7, 2023, attention economy experts came together in NYC to share case studies and participate in engaging discussions on the attention measurement landscape. Plus, attendees heard a recap of the issues debated at AUDIENCExSCIENCE and an update on Phase I of the ARF Attention Validation Initiative, an empirically based evaluation of the rapidly developing market for attention measurement and prediction.
Member Only AccessOn September 13, 2022, experts from Twitch, sparks & honey and MediaCom U.S. discussed the triumphs and challenges diverse communities in gaming are facing today. Although diversity in gaming has seen improvements in recent years, there is still work to be done. This event explored the role advertisers can play in making gaming and livestreaming even more inclusive. Panelists shared what brands can do to make a meaningful impact.
Vera Chien of Warner Bros. Discovery gave an overview of what the metaverse is and where it’s going. The metaverse will leverage gaming, social media, cryptocurrency, 5G, blockchain/NFTs, AI/ML and more as adjacencies, but it will not be controlled by any one of these or any one industry. The metaverse will be interactive, interoperable, decentralized, and will focus on creativity. The creator economy will likely flourish there. One helpful suggestion Vera made was to leverage digital assets and find other homes for them to give consumers unique and memorable experiences. While 39% of 18–50-year-olds have heard of the metaverse, almost all consumers have had some type of experience that will be commonplace in this “next version of the internet.” Millennials, Gen Z and Gen Alpha have grown up with such experiences.
AJ Dalal of Publicis Sapient defined the metaverse and outlined some pioneering moves certain brands have taken within it. He also shared advice on how to be successful in this burgeoning new phase of the internet. The interoperability of web 3.0 allows consumers to take their avatar and NFTs across platforms, which unlocks highly personalized and unique experiences and the ability to execute instant settlement in real time. To ensure success, a brand should remember its target market, which in this space is 16- to 25-year-olds, concentrate on what value their experience brings to the consumer, be authentic and specific and consider an evolving roadmap, being transparent with users that the experience rests on new technology and might evolve and improve over time.
Elizabeth Harris and Melvin Melendez of Arc Worldwide covered how people are going to buy things in the future. The process will become seamlessly interwoven into experiences driven by technologies such as AI, VR and electric vehicles. They started with a quote from their parent company Publicis Groupe’s founder, Rishad Tobaccowala, “The future does not fit into the containers of the past.” The presenters then gave a number of examples of recent and future approaches which are highly personalized, immersive experiences that engage and entertain while solving problems.
Fifty years ago, defining TV was pretty simple but the video landscape has changed dramatically in the last 10 years. Video is growing today, and this is driven by CTV. TV formats have their own personalities and content to define them. TV should not be approached in isolation because that is not how consumers approach it.
Greg Dale – Chief Operating Officer, Comscore
Fifty years ago, defining TV was pretty simple but the video landscape has changed dramatically in the last 10 years. Video is growing today, and this is driven by CTV. TV formats have their own personalities and content to define them. TV should not be approached in isolation because that is not how consumers approach it.Key Takeaways