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And $5 billion is less than 1% of global gross advertising spend. So clearly a huge opportunity - no doubt about that But you'd expect Dave Madden to talk up demand for IGA. My point is that whilst there is a a huge spike in consumption of some media - including of course gaming - the outlook for attracting advertisers right now is more challenging.
" To me, one game at a time is not how you tackle the marketplace opportunity. The macro-dynamics are so perfect for this right now. You have linear TV in decline. You have gaming on an incredible ascent, especially coming out of COVID, where playing is up 30% or more. So you’ve got this trend where the sub-35-year-old audience is playing games and they’re not spending time on linear TV. If marketers want to reach them, there is some OTT, but generally, they are on Netflix and playing games. "
" LEK Partners has placed a $3 to $5 billion forecast on free to play advertising over the next five years. "
" Right now, brands we’ve talked to are saying to us, ‘we’ll take every impression you can give us.’ "
Advertisers are a problem. Many went "dark" in Q2 and are slowly coming back. Ad spending fell 35% in Q2. Brands will only put marginal budget into IGA until it shows a payback/ reliability. There are more limited opportunities to deepen audience engagement through what is essentially outdoor/perimeter signage media (unlike, say, Instagram). That's why I found the very positive Lumen research significant - we need more of the same from other sources. That said, this is a massive space for brands to gain reach and build/ reinforce awareness within a digital/programmatic media plan. But there are so many brands that are merely dipping a toe in the water right now, or sitting on the sidelines.
Disagree with you on Kassoy who it has been stated in a number of articles closed the big three for EA. Senior players like Hates are involved in the closing process. A more subtle close at events but they help.
However I do not disagree Furs with your overall reasoning... I wish I could.
This isn’t a new problem, they have been struggling to attract new titles for a significant period of time now... Advertisers aren’t the problem, game developers employing the technology is the choke point.
We need to close them down, it’s as simple as that.
No jilson, don’t agree. They said revenues would be heavily backloaded. And advertising spend in most major markets fell by c.35% in Q2. Brand owners were looking to cut A&P spending, not risk it in a new, untested and unaudited channel. Gaming industry is undergoing a massive new wave of products/ innovations. Bidstack’s offer is much more robust. Now is the time to be announcing deals. But if nothing happens in Q3 I’d be inclined to agree with you.
Well let me throw that one back at you, where is the evidence they can?
Many deals have slipped through their fingers by their own admission and the fact that the developers using utilising our technology can be counted on your hands fingers while wearing mittens is one of the best indicators that they are failing like cold starting a 1971 Lada Vaz on a winters morning.
Responsibility for closing deals is a management job, not for the board. So presumably the responsibility for closing is between JD and Lewis Sherlock. If they can't close deals adequately, they need to recruit someone who can or make way for someone who can. But where is the evidence they can't "close" deals?
I disagree altogether, the board members you have mentioned are openers. They open doors to the relevant sectors of the industry. For example Mike Hayes, ex head of Sega... his contacts within the industry whilst invaluable but in a position like that you aren’t required to relentlessly hunt business...
Derek Wise, Amanda experienced software technologists, a completely different skill set to a seasoned sales professional skilled in closing deals.
Will Kassoy, Previous job titles, CEO, Brand Manager, Vice President... these give valuable experience (probably one of the best people to have on the board) but still not a predator with a finely honed nose that can sniff out a sale from 100miles...
Andrew House, Previous job roles, CEO, CMO, President, even if he was something more than an advisor his skill set still isn’t what we are lacking. There is nothing about these people which I would liken to the stench of a battle hardened professional negotiator ravenously hungry for another dose of success...
I could go on and on but I have studied our team and we have a gaping hole... we have so many doors open right now with all these openers we just need someone with the minerals to look these clients in the eye and ask for their business.
It sounds so simple but believe me, when your entire livelihood is on the line. 99% of people **** the money bed.
They have tons of closers on the board. They have to be doing something. We have the ex-head of Sega, we got Wise and the esteemed House. Lewis Sherlock was the man with the plan. We got closers falling out the trees, Will Kassoy closed the three biggest games on EA and sits on our board.
The thing that's worrying is if none of these guys can close what have we got, and where are we next to the competition?
Ironsource had an offering way less impressive, they sold a quarter of their adtech games business for a sum that valued them at over £1 billion. We can't bring in a few games and a little revenue. This year going on the great JD's original plan was to be a £20 mill rev year. It's now £9 mil next year.
It's now not what words fall from JD's mouth but what figures he pulls out from his ar5e.
Shareholders know this they were told the £10 mil trading agreement would be kicking in and it was in that company's interest to make it as large as possible. Six months later, it comes in after lockdown period and gaming booming at £235k.
Looking forward for £9 mil backhalf... Maybe because we can't go to our places of worship our prayers can't be answered. Unless we count the boozer as our spiritual centre.
because the platform is where the money is. get that right and the advertsiers and games meet. the wavefront of games is too wide to win them 1 by 1 and to expect that to be a good model. platform can grow rapidly - the games and advertsiers meet - a market place. big $.
Can respect yours but do you know how BIDS intend to achieve theirs? Scalable platform matters. Individual games not so important as they will look after themselves. So will advertsisers. A place to meet is needed.
Finnovator, I must say that I am deeply saddened by your choice to filter me. I don’t know how I will carry on with the rest of my life without you in it.
You reason astounds need though, because there language I use is too convincing? I could say it in broken English and my point is still as valid as the next man.
The last deal I closed was last week not some one time event from 30 years ago. It was a £6m modular construction project in the south of England.
Anyway irrespective of the above my point remains; Bids need a closer, they need someone who can take a client who is on the edge and bring them int the Bidstack family.
Once they choose Bidstack, if we service them right there is no reason for them to ever switch. Most creatives are creatures of habit, if they have something that works they will continue to use it so they can focus on what really matters to them... being creative.
Bids need a closer, we won’t excel in the inevitable land grab until we get one.