258: The Future of Advertising in Video Games with Adverty's Niklas Bakos

Niklas Bakos is the Founder and Chief Strategy Officer at Adverty, a company that helps put advertisements in video games. In this episode, Alan and Niklas discuss what in-game advertising looks like and how e-sports has exploded in popularity. The conversation starts with why Niklas founded Adverty. Having spent most of his career in the gaming industry, he saw a huge opportunity for marketers to easily reach their target audiences and do it “at scale.”They discuss the e-sports revolution, why in-game advertising is more insightful than real-life street advertising, and how a marketer should be thinking about it. In this episode, you'll learn:How mobile gaming is the leading platform for advertisingHow in-game advertisements are more insightful than real-life advertisementsWhy e-sports is the next gaming revolutionKey Highlights:[01:12] Niklas's “big fat cat”[01:51] Why Niklas founded Adverty[03:26] What is Adverty[04:27] What in-game advertising looks like[09:06] The brain impression algorithm[14:37] The future of ad placement and pricing[15:48] How to think about e-sports and its future[19:00] Why mobile gaming has such a far reach[21:12] Who is doing in-game marketing well[22:43] The future of e-sports and in-game marketing[24:18] An experience that defines Niklas, made him who he is today [25:52] Niklas's advice for his younger self[26:30] Niklas's recent impactful purchase[27:28] The brands, companies, and causes Niklas follows[29:28] What Niklas says is today's biggest threat and opportunity for marketers Resources Mentioned: AdvertyNiklas BakosVirtual Reality (VR)Augmented Reality (AR)Mobile Gaming market sizeeSportsCounter StrikeCritical OpsLeague of Legends sponsorship by MastercardOMD and Activision Call of Duty campaign in Critical Ops Hosted on Acast. See acast.com/privacy for more information.