Q&A with Adrian Watkins, Growth & Marketing Director, APAC at Ad Colony

Media 7 | September 21, 2021

Adrian Watkins, Growth & Marketing Director, APAC at AdColony, is a full-service digital sales and marketing veteran with expertise in strategy, innovation, transformation and growth across blue-chip companies and SMEs and in different continents. Adrian specializes in leading cross-functional teams, creating and executing strategic plans, building effective sales and marketing teams, forging partnerships and representing businesses both on stage and in the boardroom.

We’ve now reached the tipping point in the evolution of NFTs where you can no longer afford to misunderstand what is happening around you for fear of missing out on the defining opportunity of a generation.



MEDIA 7: What inspired you to build such a successful career in digital sales and marketing?
ADRIAN WATKINS:
Although these days I’m known for ‘growth & transformation’, sales and marketing to me are the two functions that can influence change across the entirety of a business. It touches most departments including strategy, sales, data intelligence, technology and even finance. As Sales & Marketers, we get to place ourselves at the heartbeat of a business, truly listening to what our customers and clients are saying, reacting to feedback and weaving stories and product roll-outs that address concerns excites new business and acquire new customers while being able to share this knowledge both internally and with the market.

I began my career as a writer before moving deeper into technology and partner management, before finding my sweet spot in commercial with Virgin. Fortunate to work at a senior level across multiple MNCs in different continents including two Virgin companies: News Corporation and ViacomCBS, I also helped grow the potential unicorn theAsianparent (as Chief Strategy Officer), and have built, sold and advised on various startups. Much of my focus has always been commercial strategy, sales, marketing and data analysis - all of which I loosely group under ‘growth’. I now lead Marketing and Growth in Asia-Pacific for AdColony - part of the Nasdaq AdTech darling Digital Turbine which is the largest independent platform that leverages unique on-device technology across major carriers and telcos with direct SDK supply, powering access to high-value consumers from their first & earliest device interaction, throughout their device journey, with a core focus on mobile and gaming marketing in Asia-Pacific.


M7: AdColony was once again named the Best Mobile Ad Network by 2021 Adweek Readers’ Choice: Best of Tech awards. What was the strategy behind achieving such prestigious recognition?
AW:
Adweek's Readers' Choice Awards are fast becoming one of the most important ones in North America, and growing internationally (Adweek's audience is mostly in NA, but they are growing!). Since it's voted on by Adweek readers, our strategy was simple: Raise awareness. It's a reflection of the work we do with brands and agencies throughout the year. Fortunately, the people think we're doing a great job, as AdColony won the award in its inaugural award in 2019, was runner up in 2020, and reclaimed the crown this year.


Be as prepared as possible, but take calculated risks.



M7: What are some of the benefits that AdColony offers its clients through its advertising and marketing platform?
AW:
AdColony has a unique reach for advertisers. Now that we're able to access both AdColony's direct inventory as well as Fyber's, our direct supply footprint eclipses everyone but Google when we look at the app environments Fortune 500 brands care about. There are other synergies we're working through that tap into the value of Digital Turbine's On-Device technologies (more exciting news to come on those in the future).


M7: According to you, which is your preferred marketing channel and why?
AW:
Gaming (especially via a mobile phone) is the most exciting and innovative marketing channel that exists today. Mobile gaming is on track to surpass $120B in spends globally. Based in Singapore, Asia-Pacific is home to 54% of the world's gamers & is the fastest growing market. Players have spent more than 1 trillion hours playing and an additional 25 billion hours watching gaming streams, which is more than the time spent on social media and watching television. Everyone is now a gamer. Global brands such as Unilever, Gucci and Mercedes are embracing gaming as they know that and can’t afford to ignore the genre. For instance, did you know that almost 80% of mobile gamers are female, more than 75% of mums are mobile gamers, and more than 80% of the high income segment audience are mobile gamers? The potential that gaming holds has also been identified by media giants like Netflix and Facebook, who are exploring gaming to further drive user engagement on their platform, with Netflix planning to introduce games on its platform, and Facebook using gaming as a pivot to its ��Metaverse’ ambitions.

Gaming as a marketing channel is constantly evolving at lightspeed. In fact, gaming marketing feels like the next monumental industry shift which hasn’t happened since the launch of Social Media or Search Marketing - this feels like the next big industry evolution.

Let’s explore just a few examples (and buzzwords!) of innovation that are happening right now which marketers can’t afford to miss:

The Metaverse: Simply put, the metaverse is the intersection of entertainment, gaming and communications, with its own ‘play economy’, and ignoring conventional business models. It's the experience of choosing a digital avatar, creating original work, finding a connection with virtual experiences to match those offline, and valuing digital goods on a par with the physical. We can game, shop, buy land, use digital items for real-world purposes, lend money, and more. Right now, businesses are considering their future roles in the metaverse. For example: Gucci sold a virtual bag for more dollars than the real thing in the platform Roblox, Nike dropped virtual Jordans in Fortnite, Coca-Cola launched avatar wearables in Decentraland, Sotheby’s has an art gallery your avatar can wander, and $191M was transacted on “play to earn” blockchain game Axie Infinity in its first 30 days.

The future of content, e-commerce, and engagement is in the metaverse. Our job as business leaders and marketers is to prepare for that future today for our own businesses but also to help facilitate this new channel for brands and their agencies.

NFTs & Collectibles: We’ve now reached the tipping point in the evolution of NFTs where you can no longer afford to misunderstand what is happening around you for fear of missing out on the defining opportunity of a generation. NFTs are innately valuable due to their constrained supply, and community drives much of the early value of projects. Digital collectibles are already a major part of the online gaming experience, creating longer-term value for the collector (e.g. Axie Infinity), and now real-world utility is next: imagine holding an NFT which gives you exclusive access to content, product launches, or events. This brings amazing opportunities for brands to innovate in their marketing strategies. Mobile advertising campaigns using NFTs can be distributed programmatically across digital platforms, offering personalised gifts or vouchers to customers. Brands can monetise ads multiple times by turning them into NFTs; increase equity via storytelling and collectibles; create buzz in the lead-up to events or product launches via early access tokens.

I expect to see more brands jump in and start to experiment with releasing digital collectibles. For brands, this is an opportunity to generate additional revenues and engage with a core fan base by creating exclusive experiences.

In-game adverts which simulate IRL advertising: The most wonderful thing about working in the digital ecosystem is that it nevers stands still, and this is true when it comes to gaming as a the leading innovative marketing channel. Outside of block chain, the most recent example is the emergence of adtech companies which enable brands to programmatically serve posters inside games (think ‘Virtual Digital Out Of Home’). The leading company in this sector is Anzu.io, which for the first time, enables ads in game to be fully programmatically targeted, safe, and verifiable.

However, as with all technology, there needs to be supply and demand: For supply, as free-to-play games continue to gain momentum and infiltrate all game genres, games studios will be forced to change their way of thinking to see in-game advertising as a sustainable business model if they want to continue making games relevant and accessible in this highly competitive landscape. For demand, this is where Marketing and innovation really comes to the fore because with any new product it takes time for brands and their agencies to truly wrap their heads around it. AdColony (which sells Anzu exclusively in Asia-Pacific) is already ahead of the curve as several international brands have already embraced this recent channel.

Education, ultimately leading to adoption, which is achieved through cohesive and often innovative marketing, is critical here: whether through thought-leadership articles, sharing infographics of latest case studies, discussing with like-minded people on panels, or just with peers in the pub! - a compelling narrative, backed with data, is critical for success.


I expect to see more brands jump in and start to experiment with releasing digital collectibles.



M7: What do you believe are the top three marketing challenges in the post COVID-19 era?
AW:
In fact, there is one MASSIVE one. Marketing has evolved - brands and agencies need to embrace this change. COVID-19 has dramatically changed the way we engage with content, shop, and hang out with our friends and family, with people now more glued to their screens than ever before - and this is again where gaming leads the charge for the ‘new normal. Gaming apps are even larger than the top entertainment apps. Across Asia-Pacific, the top gaming apps consistently take in at least 1.5X monthly active users (MAUs) compared to the top entertainment apps, and mobile gamers are prominent across all age groups and genres. This means a brand’s potential customers are already there, but more importantly, is the brand there yet? When benchmarking consumer behaviour since COVID-19, more than 90% of mobile gamers have bought luxury goods online in the last year, mobile games contributed to 77% of total app revenue in Asia-Pacific, and the top gaming apps across Asia-Pacific hold higher MAUs than the most popular OTT (over-the-top) apps.


M7: What is your advice to aspiring marketers stepping into such a dynamic market today?
AW:
Be as prepared as possible, but take calculated risks. How? Through as tried and tested framework of:

(1) Discovery is key: Read everything you can, talk to friends and colleagues, reach out to leaders in your industry and ask them for a Zoom or a coffee meeting - you’d be surprised how many people are willing to help when asked

(2)  Plan: Have a clear, orientated (and data driven) plan: marketing works best when it is layered, tracked, and optimised. 

(3) Iterate: just because you executed a plan, it doesn’t mean it was (i) right (ii) will be successful

(4) Data: data is truth. Ignore it at your peril. Learning to determine insights from it is crucial

(5) Upskill: there are so many free online courses available, if you aren’t dedicating at least 10% of your month to upskilling, then you should be!

(6)  Trust your instinct: if it feels wrong, it probably is!

(7) Learn: from your mistakes… and then go again! Don’t be afraid to make mistakes, everyone does. Just control the fallout and use this knowledge to iterate better next time.

I can guarantee you that for every person who isn’t going through the above, there are many more that are; Competition is fierce, ensure you can stand out as the leading light as much as possible.

ABOUT ADCOLONY

AdColony, a fully-owned subsidiary of Digital Turbine, Inc., drives business outcomes that matter for brands & agencies expanding their reach with the power of mobile, and helping app publishers grow via monetization and user acquisition tools. AdColony has a reach of more than 1.5 billion monthly users across the globe and is known for its award-winning video creative, with cutting-edge ad engagement innovations like Instant-Play™, Aurora™ HD Video, Playables, and more.

More THOUGHT LEADERS

'When COVID started I said, I really want to make an impact and do something' says TV & Film Executive Producer and Director James P Axiotis.

Media 7 | July 12, 2022

James P. Axiotis, International television and film producer shares his thoughts on his 30 years plus career in Hollywood. His self-less contribution towards war refugees & utilizing the power of storytelling to spread awareness globally....

Read More

BlackLine's Kevin Kimber says that offering superior customer experience is essential for long-term success

Media 7 | November 3, 2021

At the exciting launch of BlackLine's newest AR automation platform, we had the opportunity to explore the different credit risk management, payment, and customer segmentation solutions, among a host of others, in an interview with Kevin Kimber, Managing Director of Global AR at BlackLine. Read on to find out the different ways BlackLine automates financial closes for some of the world's most renowned companies....

Read More

Q&A with Natalia Vasilyeva, VP Marketing at Anzu.io

MEDIA 7 | September 4, 2020

Natalia Vasilyeva, VP Marketing at Anzu.io has worked in the AdTech industry for nearly a decade. An Anzu team leader since day one, Natalia’s marketing acumen and deep expertise across business domains has propelled Anzu to its current status as the world-leading in-game advertising platform. A multilingual speaker and writer, she writes extensively about AdTech and in-game advertising and appears frequently at industry events. Prior to Anzu, Natalia served as a project and marketing manager for global company Glispa and the world leader of mobile fitness apps, Sport.com. She has been passionately advocating for Anzu and its ability to change the face of the AdTech industry since day one. MEDIA 7:  What inspired you to get into marketing? NATALIA VASILYEVA: From a young age, I was always fascinated by what motivated people to make certain decisions. I also had a keen interest in business, and saw over and over again how marketing played a key - perhaps the leading - role in helping transform budding companies to international success stories. As I grew into my career, I noticed that many people view marketing as just another way to sell products. But it's so much more than that--and that’s what I love, the diversity of the field. I see marketing as the starting point of a dialogue between a company and its existing and potential customers. This is a dialogue that can take place across channels, transcending the noise of today’s hyper-connected world. It's amazing to witness how small and calculated moves can change the course of a company for decades to come. M7: What is the motto of Anzu.io? What does the company stand for? NV: We make advertising in games better. Better for advertisers, who want and need to connect to their audiences in meaningful and non-disruptive ways. Better for game developers, who want and need to monetize and collaborate across industries without disrupting the user experience. And, most of all, better for gamers, who can continue to play without interruption, actually benefiting from the enhanced gaming experience that Anzu’s blended in-game ads bring. We fulfill our mission by bringing real-world brand ads directly into the gameplay. Our core team at Anzu has been involved in the digital advertising industry for many years. We came together to solve a major problem we all saw: fragmentation. At the same time, we saw the gaming industry advancing at light speed and knew it was time to bring the two worlds together. Now, we’re working to create a new standard in advertising--one that is well-received by audiences and performs at an extremely high level, all while tapping into the massive potential of the 3 billion-strong gaming market. Our mission of making advertising in games better was a natural outgrowth of what both industries needed and the solution we could provide. ...

Read More

'When COVID started I said, I really want to make an impact and do something' says TV & Film Executive Producer and Director James P Axiotis.

Media 7 | July 12, 2022

James P. Axiotis, International television and film producer shares his thoughts on his 30 years plus career in Hollywood. His self-less contribution towards war refugees & utilizing the power of storytelling to spread awareness globally....

Read More

BlackLine's Kevin Kimber says that offering superior customer experience is essential for long-term success

Media 7 | November 3, 2021

At the exciting launch of BlackLine's newest AR automation platform, we had the opportunity to explore the different credit risk management, payment, and customer segmentation solutions, among a host of others, in an interview with Kevin Kimber, Managing Director of Global AR at BlackLine. Read on to find out the different ways BlackLine automates financial closes for some of the world's most renowned companies....

Read More

Q&A with Natalia Vasilyeva, VP Marketing at Anzu.io

MEDIA 7 | September 4, 2020

Natalia Vasilyeva, VP Marketing at Anzu.io has worked in the AdTech industry for nearly a decade. An Anzu team leader since day one, Natalia’s marketing acumen and deep expertise across business domains has propelled Anzu to its current status as the world-leading in-game advertising platform. A multilingual speaker and writer, she writes extensively about AdTech and in-game advertising and appears frequently at industry events. Prior to Anzu, Natalia served as a project and marketing manager for global company Glispa and the world leader of mobile fitness apps, Sport.com. She has been passionately advocating for Anzu and its ability to change the face of the AdTech industry since day one. MEDIA 7:  What inspired you to get into marketing? NATALIA VASILYEVA: From a young age, I was always fascinated by what motivated people to make certain decisions. I also had a keen interest in business, and saw over and over again how marketing played a key - perhaps the leading - role in helping transform budding companies to international success stories. As I grew into my career, I noticed that many people view marketing as just another way to sell products. But it's so much more than that--and that’s what I love, the diversity of the field. I see marketing as the starting point of a dialogue between a company and its existing and potential customers. This is a dialogue that can take place across channels, transcending the noise of today’s hyper-connected world. It's amazing to witness how small and calculated moves can change the course of a company for decades to come. M7: What is the motto of Anzu.io? What does the company stand for? NV: We make advertising in games better. Better for advertisers, who want and need to connect to their audiences in meaningful and non-disruptive ways. Better for game developers, who want and need to monetize and collaborate across industries without disrupting the user experience. And, most of all, better for gamers, who can continue to play without interruption, actually benefiting from the enhanced gaming experience that Anzu’s blended in-game ads bring. We fulfill our mission by bringing real-world brand ads directly into the gameplay. Our core team at Anzu has been involved in the digital advertising industry for many years. We came together to solve a major problem we all saw: fragmentation. At the same time, we saw the gaming industry advancing at light speed and knew it was time to bring the two worlds together. Now, we’re working to create a new standard in advertising--one that is well-received by audiences and performs at an extremely high level, all while tapping into the massive potential of the 3 billion-strong gaming market. Our mission of making advertising in games better was a natural outgrowth of what both industries needed and the solution we could provide. ...

Read More

Related News

TECHNOLOGIES

Wilson Sonsini Levels up its E-gaming Practice with NEST Start-up Program and New Gaming-Focused Initiatives

Wilson Sonsini | March 20, 2023

Wilson Sonsini Goodrich & Rosati’s Electronic Gaming Group (EGG) is excited to announce the launch of a series of initiatives to increase its support of the game industry: NEST – A suite of legal resources tailored to accelerate gaming start-ups through the critical early stages of their life cycles The Scramble – A yearly publication featuring legal news from the front lines of gaming and providing legal insights Electronic Gaming Group Hub A hub for all things gaming, including a complimentary legal roadmap for early-stage companies, podcasts and insights from Wilson Sonsini’s gaming experts, information about the NEST program, and much more NEST Start-Up Program Starting today, early-stage gaming companies can apply to be part of the first NEST cohort. Those accepted will receive special pricing for some of the most critical legal services gaming start-ups require to launch their business, build their teams, and raise capital. Participants will also receive access to Wilson Sonsini’s gaming sector specialists, who will provide coaching and pitch training, facilitate exposure to investors, and deliver a start-up 101 lecture series to kick off admission into NEST. The Scramble Get your copy of Wilson Sonsini’s first edition of The Scramble and learn about the gaming industry’s hottest legal news from the past year. Find out the sectors being funded, the state of intellectual property in gaming, statistics on past trends, and what EGG is looking forward to in 2023. The Scramble also features a collection of EGG’s industry-leading publications from the last year. Electronic Gaming Group (EGG) Website Wilson Sonsini is launching its brand-new Electronic Gaming Group website to act as a hub of resource tools to support developers, investors, publishers, and others in the gaming industry as they build the next generation of market-leading gaming experiences. In addition to learning more about NEST and downloading The Scramble, users can acquire a complimentary legal services roadmap outlining key needs for early-stage companies in the gaming industry. Users can also tune in to EGG podcasts featuring Wilson Sonsini’s gaming legal specialists. Series I of the EGG podcasts is live and covers hot topics for gaming start-ups, from intellectual property to open-source software, antitrust to NFTs. EGG at the Game Developers Conference (GDC) Wilson Sonsini is excited to be back in person at the Game Developers Conference in San Francisco from March 20-24. Wilson Sonsini is sponsoring the MIX’s Game Developers Showcase on March 20, where attorneys will be available to answer questions about NEST and the rest of EGG’s gaming initiatives. Wilson Sonsini attorneys John McGaraghan and Andrew Poling will be presenting at the prestigious Open Source Game Development Summit on March 21. About Wilson Sonsini’s Electronic Gaming Group (EGG) Wilson Sonsini has advised hundreds of clients throughout the digital gaming sector and is currently the No. 1 law firm for company-side gaming deals. Wilson Sonsini’s Electronic Gaming Group is comprised of attorneys with deep experience in the gaming industry, including former game fund executives, business development leads at gaming giants, and founders of their own gaming start-ups. Through EGG, clients can gain access to a global network of investors and industry relationships, practical advisors, and top-tier resources to scale through all stages of their business’s life cycle. About Wilson Sonsini For more than 60 years, Wilson Sonsini has offered a broad range of legal services, focused on solving challenges faced by the management and boards of directors of business enterprises. The firm is nationally recognized as a leading provider to growing and established clients seeking legal counsel to complete sophisticated corporate and technology transactions; manage governance and enterprise-scale matters; assist with intellectual property development, protection, and IP-driven transactions; represent them in contested disputes; and/or advise them on antitrust or other regulatory matters. With deep roots in Silicon Valley, Wilson Sonsini has 19 offices in technology and business hubs worldwide.

Read More

SOLUTIONS

TSM and Blitz Leverage Avalanche's Technology for Web3 Features in Gaming

TSM | March 15, 2023

TSM, a global e-sports, video game, and creator-focused company, and Blitz have recently announced leveraging of the blockchain platform, Avalanche to transform the gaming industry. The collaboration titled Avalanche with the Exclusive Blockchain Partner for both. TSM creates a new gaming experience for creators, players, and fans through Avalanche’s technology. This innovation would bring Web3 gaming products to the mainstream of the gaming industry for players. TSM and Blitz would use the Core platform for various user payments to store, sell, and purchase digital assets. Through partnership, the gaming application Blitz would work as Blitz Subnet on Avalanche blockchain. The subnets are Avalanche’s customized blockchains which maximize security, scalability and speed. TSM would host Avalanche-branded tournaments on the Blitz Subnet, improving gamers’ skills through its insights and learning tools. It would help players in completing Blitz Arenas to win prizes. Avalanche’s live games and anticipated titles from publishers have popularized it among game developers, and players and the partnership would enhance its position. President of Ava Labs, John Wu said, “Partnering with TSM brings truly innovative gaming experiences to players around the world.” He added, “Avalanche’s fully customizable subnets were created to help organizations like TSM push the boundaries of what is possible for gaming with sub-second transaction speed, scalability, and security for millions of users.” (Source – Business Wire) Founder and CEO of TSM, Andy Dinh said, “I am excited to partner with Avalanche on experiences that will add value to our users and fans.” He added, “They are an authentic leader in this space, and together we share a long-term vision of building products that are authentic and beneficial to our community.” (Source – Business Wire) About TSM Headquartered in Los Angeles, California, TSM, an entertainment services provider, connects championship e-sports teams, influencers, and gaming strategy platforms to transform casual players into professionals. It strives to maximize value through content creation and the team’s competitive excellence in the championships. It creates educational and entertaining content for excellent e-sports and gaming fan experience. With a progressive outlook, it identifies trends to stay out of competition in the industry. Its e-sports organization encourages competitive integrity, sportsmanship and performance in the team. With creative intention, it creates collective energy and productivity for fun.

Read More

TECHNOLOGIES

Digital Turbine and Apptopia Release Their Brand Insights Report

Digital Turbine | March 10, 2023

Digital Turbine, an independent mobile growth platform, and Apptopia released the 2023 Q1 BRAG (Brand Relative App Growth) Brand Insights Report, a part of ongoing report series. This report provides brand-oriented mobile growth insights for CMOs and UA Marketers. The report reveals new intelligence based on consumer sentiments for brand mobile apps across five categories; travel, social media, shopping, streaming audio, and streaming video. It empowers UA Managers and CMOs with new insights for mobile growth, which the leading brands undertake. The first BRAG index got released in 2020, and the subsequent reports continued to research the relationship of brand equity with mobile growth. The report analyzed Metrics like Brand Love, Brand Power and Love Compass. Brand Love is the strength of favorable opinions for brands, and Brand Power measures a brand's influence on consumer interest in installing their application. Love Compass scaled the change in user opinion; several users' responses improved or deteriorated in the last 90 days. The leaders for each metric across the five categories in the report are as follows: Brand Love: Netflix, Amazon, Amazon Music, Life360, and Marriott Bonvoy Brand Power: Prime Video, Amazon Music, Amazon, TripAdvisor and Messenger Love Compass: Paramount+, Fetch, BeReal, TouchTunes, and Marriott Bonvoy CMO at Digital Turbine, Gregory Wester said, "Not all marketing investments immediately impact mobile growth." He added, "That said, our past BRAG analysis has shown the direct correlation between an increase in brand strength and success in mobile growth. The brands we measured outperformed in terms of Love, Power, and Compass, and are primed for outsized mobile growth. Next quarter, we'll find out who executed against their potential. Equally important, BRAG will reveal who outperformed without coveted brand metrics." (Source – Cision PR Newswire) About Digital Turbine Headquartered in Austin, Texas, Digital Turbine, an advertising services provider, specializes in mobile content and applications, mobile games, mobile value-added services, application management solutions, device management, on-device portals, UI development (web & mobile), mobile payment, mobile commerce, music streaming, and eBooks. It has connected advertisers, content publishers, carriers and OEMs since 2011. It integrates a full ad stack with proprietary technology into different devices through wireless operators and OEMs. As a result, it optimizes advertising and monetization at its optimal limit. In addition, it innovates and influences companies' advertising strategies with valuable insights and data.

Read More

TECHNOLOGIES

Wilson Sonsini Levels up its E-gaming Practice with NEST Start-up Program and New Gaming-Focused Initiatives

Wilson Sonsini | March 20, 2023

Wilson Sonsini Goodrich & Rosati’s Electronic Gaming Group (EGG) is excited to announce the launch of a series of initiatives to increase its support of the game industry: NEST – A suite of legal resources tailored to accelerate gaming start-ups through the critical early stages of their life cycles The Scramble – A yearly publication featuring legal news from the front lines of gaming and providing legal insights Electronic Gaming Group Hub A hub for all things gaming, including a complimentary legal roadmap for early-stage companies, podcasts and insights from Wilson Sonsini’s gaming experts, information about the NEST program, and much more NEST Start-Up Program Starting today, early-stage gaming companies can apply to be part of the first NEST cohort. Those accepted will receive special pricing for some of the most critical legal services gaming start-ups require to launch their business, build their teams, and raise capital. Participants will also receive access to Wilson Sonsini’s gaming sector specialists, who will provide coaching and pitch training, facilitate exposure to investors, and deliver a start-up 101 lecture series to kick off admission into NEST. The Scramble Get your copy of Wilson Sonsini’s first edition of The Scramble and learn about the gaming industry’s hottest legal news from the past year. Find out the sectors being funded, the state of intellectual property in gaming, statistics on past trends, and what EGG is looking forward to in 2023. The Scramble also features a collection of EGG’s industry-leading publications from the last year. Electronic Gaming Group (EGG) Website Wilson Sonsini is launching its brand-new Electronic Gaming Group website to act as a hub of resource tools to support developers, investors, publishers, and others in the gaming industry as they build the next generation of market-leading gaming experiences. In addition to learning more about NEST and downloading The Scramble, users can acquire a complimentary legal services roadmap outlining key needs for early-stage companies in the gaming industry. Users can also tune in to EGG podcasts featuring Wilson Sonsini’s gaming legal specialists. Series I of the EGG podcasts is live and covers hot topics for gaming start-ups, from intellectual property to open-source software, antitrust to NFTs. EGG at the Game Developers Conference (GDC) Wilson Sonsini is excited to be back in person at the Game Developers Conference in San Francisco from March 20-24. Wilson Sonsini is sponsoring the MIX’s Game Developers Showcase on March 20, where attorneys will be available to answer questions about NEST and the rest of EGG’s gaming initiatives. Wilson Sonsini attorneys John McGaraghan and Andrew Poling will be presenting at the prestigious Open Source Game Development Summit on March 21. About Wilson Sonsini’s Electronic Gaming Group (EGG) Wilson Sonsini has advised hundreds of clients throughout the digital gaming sector and is currently the No. 1 law firm for company-side gaming deals. Wilson Sonsini’s Electronic Gaming Group is comprised of attorneys with deep experience in the gaming industry, including former game fund executives, business development leads at gaming giants, and founders of their own gaming start-ups. Through EGG, clients can gain access to a global network of investors and industry relationships, practical advisors, and top-tier resources to scale through all stages of their business’s life cycle. About Wilson Sonsini For more than 60 years, Wilson Sonsini has offered a broad range of legal services, focused on solving challenges faced by the management and boards of directors of business enterprises. The firm is nationally recognized as a leading provider to growing and established clients seeking legal counsel to complete sophisticated corporate and technology transactions; manage governance and enterprise-scale matters; assist with intellectual property development, protection, and IP-driven transactions; represent them in contested disputes; and/or advise them on antitrust or other regulatory matters. With deep roots in Silicon Valley, Wilson Sonsini has 19 offices in technology and business hubs worldwide.

Read More

SOLUTIONS

TSM and Blitz Leverage Avalanche's Technology for Web3 Features in Gaming

TSM | March 15, 2023

TSM, a global e-sports, video game, and creator-focused company, and Blitz have recently announced leveraging of the blockchain platform, Avalanche to transform the gaming industry. The collaboration titled Avalanche with the Exclusive Blockchain Partner for both. TSM creates a new gaming experience for creators, players, and fans through Avalanche’s technology. This innovation would bring Web3 gaming products to the mainstream of the gaming industry for players. TSM and Blitz would use the Core platform for various user payments to store, sell, and purchase digital assets. Through partnership, the gaming application Blitz would work as Blitz Subnet on Avalanche blockchain. The subnets are Avalanche’s customized blockchains which maximize security, scalability and speed. TSM would host Avalanche-branded tournaments on the Blitz Subnet, improving gamers’ skills through its insights and learning tools. It would help players in completing Blitz Arenas to win prizes. Avalanche’s live games and anticipated titles from publishers have popularized it among game developers, and players and the partnership would enhance its position. President of Ava Labs, John Wu said, “Partnering with TSM brings truly innovative gaming experiences to players around the world.” He added, “Avalanche’s fully customizable subnets were created to help organizations like TSM push the boundaries of what is possible for gaming with sub-second transaction speed, scalability, and security for millions of users.” (Source – Business Wire) Founder and CEO of TSM, Andy Dinh said, “I am excited to partner with Avalanche on experiences that will add value to our users and fans.” He added, “They are an authentic leader in this space, and together we share a long-term vision of building products that are authentic and beneficial to our community.” (Source – Business Wire) About TSM Headquartered in Los Angeles, California, TSM, an entertainment services provider, connects championship e-sports teams, influencers, and gaming strategy platforms to transform casual players into professionals. It strives to maximize value through content creation and the team’s competitive excellence in the championships. It creates educational and entertaining content for excellent e-sports and gaming fan experience. With a progressive outlook, it identifies trends to stay out of competition in the industry. Its e-sports organization encourages competitive integrity, sportsmanship and performance in the team. With creative intention, it creates collective energy and productivity for fun.

Read More

TECHNOLOGIES

Digital Turbine and Apptopia Release Their Brand Insights Report

Digital Turbine | March 10, 2023

Digital Turbine, an independent mobile growth platform, and Apptopia released the 2023 Q1 BRAG (Brand Relative App Growth) Brand Insights Report, a part of ongoing report series. This report provides brand-oriented mobile growth insights for CMOs and UA Marketers. The report reveals new intelligence based on consumer sentiments for brand mobile apps across five categories; travel, social media, shopping, streaming audio, and streaming video. It empowers UA Managers and CMOs with new insights for mobile growth, which the leading brands undertake. The first BRAG index got released in 2020, and the subsequent reports continued to research the relationship of brand equity with mobile growth. The report analyzed Metrics like Brand Love, Brand Power and Love Compass. Brand Love is the strength of favorable opinions for brands, and Brand Power measures a brand's influence on consumer interest in installing their application. Love Compass scaled the change in user opinion; several users' responses improved or deteriorated in the last 90 days. The leaders for each metric across the five categories in the report are as follows: Brand Love: Netflix, Amazon, Amazon Music, Life360, and Marriott Bonvoy Brand Power: Prime Video, Amazon Music, Amazon, TripAdvisor and Messenger Love Compass: Paramount+, Fetch, BeReal, TouchTunes, and Marriott Bonvoy CMO at Digital Turbine, Gregory Wester said, "Not all marketing investments immediately impact mobile growth." He added, "That said, our past BRAG analysis has shown the direct correlation between an increase in brand strength and success in mobile growth. The brands we measured outperformed in terms of Love, Power, and Compass, and are primed for outsized mobile growth. Next quarter, we'll find out who executed against their potential. Equally important, BRAG will reveal who outperformed without coveted brand metrics." (Source – Cision PR Newswire) About Digital Turbine Headquartered in Austin, Texas, Digital Turbine, an advertising services provider, specializes in mobile content and applications, mobile games, mobile value-added services, application management solutions, device management, on-device portals, UI development (web & mobile), mobile payment, mobile commerce, music streaming, and eBooks. It has connected advertisers, content publishers, carriers and OEMs since 2011. It integrates a full ad stack with proprietary technology into different devices through wireless operators and OEMs. As a result, it optimizes advertising and monetization at its optimal limit. In addition, it innovates and influences companies' advertising strategies with valuable insights and data.

Read More

Spotlight

AdColony

AdColony, a fully-owned subsidiary of Digital Turbine, Inc., drives business outcomes that matter for brands & agencies expanding their reach with the power of mobile, and helping app publishers grow via monetization and user acquisition tools. AdColony has a reach of more than 1.5 billion monthly u...

Events

Resources

resource image

VIRTUALIZATION, MEDIA AND BROADCASTING

The Umetaworld White Paper

Whitepaper

resource image

VIRTUALIZATION, MEDIA AND BROADCASTING

B2B Movie Placements: What to Expect?

Article

resource image

VIRTUALIZATION, MEDIA AND BROADCASTING

The Umetaworld White Paper

Whitepaper

resource image

VIRTUALIZATION, MEDIA AND BROADCASTING

B2B Movie Placements: What to Expect?

Article

Events