258: The Future of Advertising in Video Games with Adverty's Niklas Bakos

Niklas Bakos is the Founder and Chief Strategy Officer at Adverty, a company that helps put advertisements in video games. In this episode, Alan and Niklas discuss what in-game advertising looks like and how e-sports has exploded in popularity. The conversation starts with why Niklas founded Adverty. Having spent most of his career in the gaming industry, he saw a huge opportunity for marketers to easily reach their target audiences and do it “at scale.”They discuss the e-sports revolution, why in-game advertising is more insightful than real-life street advertising, and how a marketer should be thinking about it. In this episode, you'll learn:How mobile gaming is the leading platform for advertisingHow in-game advertisements are more insightful than real-life advertisementsWhy e-sports is the next gaming revolutionKey Highlights:[01:12] Niklas's “big fat cat”[01:51] Why Niklas founded Adverty[03:26] What is Adverty[04:27] What in-game advertising looks like[09:06] The brain impression algorithm[14:37] The future of ad placement and pricing[15:48] How to think about e-sports and its future[19:00] Why mobile gaming has such a far reach[21:12] Who is doing in-game marketing well[22:43] The future of e-sports and in-game marketing[24:18] An experience that defines Niklas, made him who he is today [25:52] Niklas's advice for his younger self[26:30] Niklas's recent impactful purchase[27:28] The brands, companies, and causes Niklas follows[29:28] What Niklas says is today's biggest threat and opportunity for marketers Resources Mentioned: AdvertyNiklas BakosVirtual Reality (VR)Augmented Reality (AR)Mobile Gaming market sizeeSportsCounter StrikeCritical OpsLeague of Legends sponsorship by MastercardOMD and Activision Call of Duty campaign in Critical Ops Hosted on Acast. See acast.com/privacy for more information.

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Alan Hart, marketer and advisor to the world's best marketers and companies, leads intimate conversations with the world's most dynamic chief marketing officers (CMOs) and business leaders. Alan goes further than other marketing podcasts to learn CMO strategies, tips, and advice. Alan and his guests reveal what makes a great brand, marketing campaign, or turnaround. Learn from the personal experience and rich stories of these marketing and business leaders so you can unleash your full potential. Hosted on Acast. See acast.com/privacy for more information.