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Yes blended big brand campaigns across multiple games using programmatic tech is what I, and I am sure many others, are here for.
Every game, development tool, developer, brand and agency they connect with is another step to achieving the "frictionless scale" that was often mentioned in interviews.
I have said it here many times and I am willing to bet on a good outcome in the end because of the mutually beneficial nature of their business for all parties, including gamers, developers, publishers, brands and agencies.
If they are genuinely ahead of the pack, then it is hard to fathom how they can't come out as big winners in the end.
Obviously there are technical challenges as well as cultural barriers in terms of how gaming is perceived within advertising and gamers sensitivities to being advertised at, but you would have to be blind not to recognise the progress on all fronts relating to these challenges.
Now we need confirmation of commercial viability on a large scale, I'll bet that this will come at some point and add where finances and opportunity allows.
Where it changes tred is when a brand like VW or BoohooMAN want a campaign across multiple games running at one time/period and they get a 'blended' rate.
I am guessing that VW and Boo may be paying 'test' rates around the £5 or £6 cpm level but the value to Bids is these campaigns can run for many months.
VW I gather was a three month campaign....
Boo seems to be an ongoing multi month campaign....
Great as this secures that 'recurring' revenue stream that all businesses are desperate to attain.
The RSP is showing:-
- 5.4111 bid for 350,000 - (bear in mind the MM just bought 250,000 at this price 5.4111)
- No offer at present - Your broker has to call the MM's for an offer - My guess is shares are on offer at 4.55 but the MMM's want to knowingly hold the offer down to solicit sellers.
Well remarkably I can't BUY but can sell to my hearts content that's a change must be somebody buying a few.
Thanks - makes sense it is case by case in terms of the game, it's popularity, player engagement and type of game game and how any reporting process verifies/values that (and of course whether clients value it in the same way).
Hi tredcareful,
I am not an avid gammes player so have not played many of these games myself, but I watch bits and pieces on Twitch and Youtube.
That aside, I would argue that each game would be reviewed and potentially could be costed at different levels.
The example I gave on an introduction was priced at £15 cpm and that was for ads within FM20. For balance the company introduced had a good experience advertising on the pitch side hoardings at the Fulham play off semi final and for TV ads they paid £4.50 cpm. From that perspective they felt £15 com was too expensive but would have paid maybe £7 as a test campaign but it didn't happen.
To give another game example it is clear that RC20 will be priced differently and lower to brands that want to advertise in India and the sub continent. That said I would expect the cpm price raised for any brand wanting to advertise in the Cricket game but into UK based players.
So, in summary, I am agreeing with you in that pricing will take into account a number of factors and one will be how engaged the audience may be and also the time in which an advert can and will be displayed. (1 second is a common viewing timeframe but can be lower to count as an impression)
Finally, also be aware that some games, especially the bigger more named titles the publisher will ask and maybe get a retainer paid monthly or quarterly.
Hope that helps?
Roley - Dirt 2.0 is a bit different to the other games. It is a full on SIM v generic racing game, don't know if anyone here has tried playing it but it is hard and takes some mastering.
Codemasters specifically mentioned Dirt in their recent update highlighting the fact it is operating on a different model, and how well it had performed. It is nearly a couple of years old and has had many updates - an ongoing "live" developmental cycle rather than knocking out a sequel every 12 months, so they have built a loyal almost hobbiest following around that title over a much longer curve, has a decent esports following too.
I am interested to know if this is valued differently in advertisement terms as this is a very involved audience playing regularly so arguably more valuable/engaged than casual gamers jumping in and out.
I thought the same, but the Grid numbers were given to me recently....
Dirt seems to be doing well and Dirt5 expected to be very popular.
Ok will update, I see you got the dirt 2 and 5 mixed up. I would have thought Grid was more popular than dirt to be honest
and CPM quoted by Bids to a business I introduced was £15...
I gather they are negotiable down but do not seem too flexible. In fact Bids did not respond to a counter offer around £5 CPM.
Holdlong - for your calculation on Bidlievers you suggested I said 50,000 DAU's for Dirt?
The 50,000 is for Grid
Dirt has around 450,000 so a fair bit higher
Thanks Tred, FM20 recorded 3m players In September. There is also the IOS apps for both Footballcup20 and RealCricket20 but looks like Roley has been advised they have identical DAUs. What a coincidence...
Interesting numbers
Dirt 2.0 hits 9m players
https://twitter.com/Codemasters/status/1321126019013746688?s=19
FM20 1m new players in a few days
https://www.gamasutra.com/view/news/370551/Football_Manager_2020_sees_1_million_players_in_first_days_of_Epic_Games_Store_free_week.php
Hyperscape PS4 6m players +
https://gmstat.com/games/Hyper_Scape/
Real Cricket 20 downloads 10m +
https://play.google.com/store/apps/details?id=com.nautilus.RealCricket3D
Football Cup 20 Downloads 10m +
https://play.google.com/store/apps/details?id=eu.inlogic.footballcup2018.gplay
Dirt 5 launches next week, already receiving critical acclaim and awards
https://www.gamasutra.com/view/pressreleases/369629/DIRT_5_TO_LAUNCH_IN_NOVEMBER.php
Grid Luna launch title
https://www.gtplanet.net/amazon-luna-cloud-gaming-grid-20200924/
Likely lots more to come, lots of rumours and we all want more confirmations so plenty to do / live up to.
Significant risks v high rewards possible, but raw potential beyond debate.