This sponsored post is produced in association with NativeX.
Game advertising has come a long way from the days of early banners and interstitials. The emergence of native ads meant advertising became contextual and complimentary to the game content.
But according to Diana LaGattuta, VP of Corporate Marketing for NativeX, the best-performing gaming ads are less about ad format, or whether a character from the game is pulled into the ad frame, it’s about what’s happening for the player in real time.
“Is the user winning? Are they failing? Have they levelled up? Have they lost all their lives? And what’s that user’s emotions right at that time?” asks LaGautta. They’re the very questions that a successful native ad should be responding to.
For example, if a user has just lost all their coins or lives, a rewarded ad format can bestow new ones just for engaging with an ad.
“We need to think more now about how the ad becomes part of the gaming experience,” says LaGattuta.
Watch GameBeat’s entire interview with LaGattuta to learn more about offer walls, app discovery ads and how Native X works with developers to best monetize their games.
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