SANTA MONICA, Calif. – Mobile games have become a key advertising platform with their power to immerse consumers in a fun digital environment that’s conducive to brand messaging. The pervasiveness of smartphones also helps to reach a broad audience.
“A core component of what we do in my team’s mission is actually to bring brands to consumers through the power of play,” Gabrielle Heyman, vice president of global brand sales and partnership at video-game maker Zynga, said in this interview at the Beet Retreat Santa Monica with Beet.TV contributor Rob Williams.
“It’s really such a powerful medium because there is so much engagement, and it really creates a two-way conversation between brand and consumer that not that many other platforms can rival,” Heyman said. “We see a lot of performance around consideration and favorability because you are really able to embed like during people’s favorite activity, which is playing games for many people.”
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