In a new episode of the Brands and Play Podcast, hosts Nick Hill (Saworse) and Matt Daly wrap up recent character events in New York – GamesBeat Insider and IAB Playfronts. Experts discuss how advertising methods are changing in the virtual world, why brands increasingly need clear metrics for measuring effectiveness, and how the industry is gradually moving from experimental budgeting to full-blown media planning.
One of the main topics in this issue is the prospect of future brand integration grand theft auto 6 Take-Two CEO Strauss Zelnick recently issued a statement regarding the company’s conservative policy toward third-party advertising.
Additionally, podcast participants raised the issue of changing terminology: According to experts, the outdated concept of “gamer” has long since given way to a broader digital culture that requires marketers to engage in targeted, authentic interactions with broad audiences.