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»mobile gaming

Game Apps Are Cutting Down On Install Fraud, But In-App Fraud Is Still A Big Problem

Gaming apps are getting better at beating install fraud. Just 3.8% of paid installs are fraudulent among gaming apps, according to research published by AppsFlyer on Tuesday, compared with 32% of non-organic installs for apps in other categories. Finance apps have the highest app install fraud rate at 48%, for example, followed by travel apps... Continue reading »
by Allison Schiff // July 29th, 2020 //
»
Doritos To Sponsor Twitch Tourneys, Embracing Live Gaming Risk And Reward

Video games have proven their marketing mettle during the coronavirus crisis, with people stuck at home and live sports and TV frozen in limbo. The latest example of that trend comes from Doritos, which is teaming up with Twitch to host a series of esports tournaments over the course of the year. The Doritos Disruptor... Continue reading »
by James Hercher // June 2nd, 2020 //
»
TV Buyers Skeptical About YouTube; Zynga Buys Turkish Game Studio Peak

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Mobile Video In TV’s Clothing YouTube may struggle to win TV buyers, who see the app as a mobile- and desktop-first platform. Time spent streaming YouTube on TV sets is up 80% year over year, and the platform is bidding for TV ad dollars... Continue reading »
by AdExchanger // June 2nd, 2020 //
»
The Big Story: Game Of Media Agencies

Not a news flash: Media agencies are under immense pressure. That was true long before the pandemic. But agencies have also made big investments in data and technology over the last few years that are starting to bear fruit. This week on The Big Story, special guest Jay Pattisall, a principal analyst at Forrester, calls... Continue reading »
by Allison Schiff // May 28th, 2020 //
»
AppLovin’s Game Plan: Go Big On Content And Distribution

AppLovin’s acquisition of Machine Zone last week turned heads. Shouldn’t it be MZ acquiring AppLovin? But the deal makes perfect sense when you consider that Machine Zone is only the most recent – albeit the largest – content deal for AppLovin, which has made strategic investments in mobile game studios regularly for the last two... Continue reading »
by Allison Schiff // May 21st, 2020 //
»
The Gaming Audience Is A Lot More Diverse And Desirable Than You Think

A couple of years ago, Amazon Kindle asked Nativex, one of its app monetization partners, to strike hypercasual game publishers from its media plan. But Nativex demonstrated that the hypercasual audience is primarily female and 25+ with a predilection for e-reading – and that Kindle campaigns have really good conversions when targeting that audience. “We’re... Continue reading »
by Allison Schiff // May 21st, 2020 //
»
Mobile Game Juggernaut Machine Zone To Be Acquired By AppLovin

AppLovin is set to snap up Machine Zone. Put another way, a mobile ad startup is acquiring one of the largest mobile gaming companies in the world. Terms of the deal, announced Thursday, were not disclosed, and the acquisition is subject to approvals. MZ’s valuation was reportedly around $6 billion in 2015. Machine Zone has... Continue reading »
by Allison Schiff // May 14th, 2020 //
»
Activision Blizzard Media: Monetization Isn’t At Odds With The In-Game Experience

Engagement with games is up during the pandemic, but it’s not only because people are looking for a way to kill time. Gaming can be a therapeutic exercise, said Brian Ames, president of Activision Blizzard Media, the advertising and marketing division within gaming juggernaut Activision Blizzard, which owns Call of Duty, World of Warcraft and... Continue reading »
by Allison Schiff // May 13th, 2020 //
»
Zynga Has A Soft Quarter For Advertising, But Players Who Once Churned Are Returning

Both Words With Friends and Zynga Poker are more than 10 years old. But players who left long ago have been returning to the titles organically in recent weeks thanks to shelter in place. And new users are coming on board too. The uptick, which only really started in earnest during the last two weeks... Continue reading »
by Allison Schiff // May 7th, 2020 //
»
Despite Soaring Engagement, King Gets Dinged By A Pullback In Digital Ad Dollars

Gaming is growing like gangbusters in a socially distanced world, but it’s not immune to macroeconomic trends. Take Activision Blizzard’s mobile gaming arm, King, home to the wildly popular Candy Crush franchise. Activision Blizzard, which also owns the Call of Duty and World of Warcraft franchises, reported its Q1 earnings on Tuesday after market close.... Continue reading »
by Allison Schiff // May 5th, 2020 //
»
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