Where are people going to advertise games in 2023?
When we ask Gamesight CEO Adam Lieb and CMO Nicole Yang what's the big story in the world of game advertising, the answer they give is very clear: TikTok.
"TikTok went from having virtually no publishers working with it two years ago to a platform now that is in almost every game marketer's budget somewhere," Lieb says. "I don't know I've ever seen anything grow as fast, in terms of both prevalence and the percentage of companies on TikTok, as well as the size of budgets folks are putting into that platform."
TikTok was big last year. He says it will be big in 2023. And he says the scale of the platform is now large enough that it's doesn't even need to grow much more in order to stay relevant.
Lieb attributes the social network's importance in part to its focus on performance marketing from day one. Where other social networks created an advertising business and then gradually came around to offering advertisers greater data on who was clicking on ads, whether those clicks were leading to purchases, etc., TikTok has always been focused on driving results and conversion rates.
"They don't come from a historical 'brand awareness' place, so the amount of emphasis put on performance matters a lot," Lieb says.
That emphasis shows up in the technicalities of how products work and are optimized, he said, how the API can be used to communicate back to TikTok to let them know which users wound up engaging better and then TikTok can focus further advertising toward more similar users.
Lieb says TikTok started with that focus, while platforms like Facebook and Google developed it over time. Twitter didn't even have a performance advertising product for the PC and console game developers that Gamesight focuses on until very
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