Zynga pulls out the 2022 app monetization strategy crystal ball
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.
Scott Koenigsberg, chief product officer at Zynga, joined Rina Hahm, head of NA-West at Meta Audience Network, onstage at this year’s GamesBeat & Facebook Gaming Summit to talk about what publishers and developers should expect from upcoming ecosystem changes, and what they need to prioritize in 2022.
Market consolidation and vertical integration in the gaming and ad tech industries has been growing as well, driven by the need to create more efficient marketplaces by consolidating supply and facilitating the use of first-party game data to enhance publishers’ ability to both monetize and acquire players.
“We’ll continue to see consolidation in ad tech as a way of both creating a more efficient market and providing more visibility in the data stream, as well as reducing the number of parties in the middle, to increase the amount of each dollar spent eventually reaching the publisher,” Koenigsberg said.
This consolidation has led to the development of the “all-inclusive network,” which encompasses both the demand side and the supply side — or the sell side — in creating more efficient marketplaces. As the data is leveraged from both sides in one platform, you can leverage it to improve user acquisition and player monetization.
The 2nd Annual GamesBeat and Facebook Gaming Summit and GamesBeat: Into the Metaverse 2
January 25 – 27, 2022
Cross-play, where players play the same game across mobile, PC, and console, has been another new development over the past year, and becoming more and more common. It’s building deeper
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