GamesBeat Summit: Why “gametainment” and brand is the future of game marketing
Join gaming leaders, alongside GamesBeat and Facebook Gaming, for their 2nd Annual GamesBeat & Facebook Gaming Summit | GamesBeat: Into the Metaverse 2 this upcoming January 25-27, 2022. Learn more about the event.
What do ice cream and games have in common? Not enough. In the consumer packaged goods world, brand is life. But in the game industry, especially in mobile games, marketing tends toward the functional, with a focus on the bottom of the funnel where ROI seems much easier to demonstrate.
However, with competition growing and performance marketing becoming an increasing challenge, it might be time to turn to lessons from the CPG world. Iconic brands can live forever — and connecting deeply with consumers is what makes the difference, said Laura Keren, VP of marketing at Playtika.
She joined Peleg Israeli, director of global gaming, creative shop, Meta at the GamesBeat and Facebook Gaming Summit this Tuesday, for a discussion about how mobile game studios can actually build lasting relationships with their players to drive growth and engagement.
Playtika, which has been around since 2010, first started in the social casino space, but now ranges across 15 different genres. It’s a global company that spans about 20 offices worldwide. Before joining Playtika, Keren was a business unit manager at Unilever. But while going from consumer packaged goods to gaming was a dramatic change, she has demonstrated that brand building is essential to successful mobile gaming marketing.
The 2nd Annual GamesBeat and Facebook Gaming Summit and GamesBeat: Into the Metaverse 2
January 25 – 27, 2022
“Coming from the CPG industry, I’ve learned that there is no replacement for a good story,” Keren said. “A strong brand is even more important
Read more on venturebeat.com
