Mythical Games | June 20, 2022
Next-generation blockchain gaming studio Mythical Games has announced a partnership with Kakao Games, South Korea’s leading publisher of online and mobile games. Moving forward, Mythical will integrate and support the BORANETWORK – an affiliate of Kakao Games and its proprietary blockchain and layer 2 ecosystem – as both entities continue their expansion in Asia.Mythical Games’ Web3 ecosystem allows players, creators, and artists to enjoy a frictionless gaming experience through ownership of a digital game collection. Earlier this month, Mythical announced a first-of-its kind partnership with the NFL to release the league’s first blockchain-based game. Its flagship game, Blankos Block Party, recently partnered with fashion brand Burberry and electronic music artist Deadmau5.
In addition to the integration, Mythical will be joining BORA’s node validator and governance committee, a major milestone for both parties as they continue to expand to global markets.
"We are thrilled to be joining the BORA node validator and governance committee. We see BORA not only as a next-generation blockchain, but also as a leader in bringing entertainment to Web3 in Korea – giving them a unique edge that no other protocol has. With Mythical's expansion into Seoul earlier this year, we are keen to strategically align with leaders in the region.”
-Rudy Koch, Co-Founder at Mythical Games
BORANETWORK CBO Young-joon Lim said, We're thrilled to be working with Mythical Games and welcome their onboarding on BORA. Mythical Games is a pioneer and visionary in Web3 building 'play and own' game economies," and added, “We will explore cross-promotion opportunities and potential collaborations in order to create synergy between each platform.
About Mythical Games
Acknowledged by Forbes’ Disruptive Technology Companies To Watch in 2019 and Fast Company’s World Changing Ideas 2021, Mythical is a next-generation games technology company creating a Web3 gaming ecosystem by leveraging blockchain technology and playable NFTs for tools that enable players, creators, artists, brands, and game developers to become stakeholders and owners in new “play and own” game economies.
Led by gaming industry veterans, the team specializes in building games around player-owned economies and has helped develop major franchises including Call of Duty, World of Warcraft, Guitar Hero, DJ Hero, Marvel Strike Force, and Skylanders.
Mythical Platform protects gamers that may be new to blockchain through a custodial wallet for their digital items, while allowing advanced players the freedom to link their own wallets via bridges between the Mythical Chain and public mainnets. With its “gamers-first” focus, the Mythical Platform ensures players don’t need to dive into the intricacies of blockchain to enjoy ownership of their digital collections and have a great game experience.
About Kakao Games
Kakao Games is a leading publisher of online and mobile games. Founded in 2016, it is responsible for publishing a variety of games, including Krafton's PlayerUnknown's Battlegrounds (available in Korea), Kong Studios' Guardian Tales (available in Korea, North America, Europe, Latin America, and Oceania), XL Games’ Moonlight Sculptor (available in Korea, North America, Europe, and Taiwan), and its newest addition, Lion Heart Studio's ‘Odin: Valhalla Rising’ (available in Korea and Taiwan). Kakao Games is expanding its business to the blockchain market and Web3 gaming ecosystem.
METABORA is an affiliate of Kakao Games and the parent company of BORANETWORK focused on game development and blockchain-based gaming ecosystems. Its portfolio includes mobile games such as ‘Friends Popcorn,’ ‘Friends Town,’ and ‘Friends Shot’ based on Kakao Friends intellectual property (IP). METABORA is expanding its platform beyond traditional gaming to focus on the development of blockchain technology and the Metaverse.
Global | June 14, 2022
Global, the media & entertainment group, has announced (13 June 2022) that it has invested in Odeeo, a tech start-up that delivers non-intrusive audio ads in mobile gamesGlobal’s market-leading digital advertising platform DAX (Digital Ad Exchange) will become the company’s exclusive sales partner in the UK and in the U.S, expanding DAX’s existing podcast, digital audio, audio articles and programmatic outdoor offering for advertisers and creators.
Odeeo serves mobile game developers and publishers, helping them to monetise and grow their gaming products. Its pioneering technology provides advertisers with access to 2.8 billion mobile gamers across the globe, promising ads that respect player experience and privacy whilst offering advertisers advanced targeting and a highly attentive audience.
The company is based in Israel and was founded by Amit Monheit (CEO) and Elad Stern (COO) in 2021.
“There’s huge potential to improve how brands advertise in games so Elad and I are delighted to be partnering with Global and DAX. Together, we can help brands explore new opportunities and reach target audiences"
-Odeeo co-founder, Amit Monheit
Mobile gaming is immensely popular and audio ads in this space are unique as they don’t interrupt the experience. By combining our expertise, we’ll be able to keep innovating and growing the in-game audio world.
Stephen Miron, Group CEO at Global said: “We have been following the mobile gaming sector and particularly Odeeo’s growth for some time, and are pleased to announce both this strategic investment and Odeeo’s appointment of Global, through DAX, to be their exclusive sales partner in the UK and US.
This reinforces our strategy of being the market leader for all forms of audio advertising, across live radio, podcasts, audio articles and now mobile gaming. We’re looking forward to partnering with Amit and Elad to help the gaming creator community make the most of audio advertising opportunities.
Les Hollander, CEO DAX, North America, said: “Audio advertising in mobile gaming presents a unique opportunity to reach gamers with immersive, non-intrusive marketing. Partnering with Odeeo not only provides us with high quality games for our advertisers to utilise but also an opportunity for them to connect with highly engaged audiences. I’m thrilled that DAX is joining Odeeo on this new and exciting journey.”
Odeeo is an audio ad platform. One that strikes a chord with the world’s estimated 2.8 billion mobile gamers and drums up new customers for brands. All while players enjoy their game without skipping a beat. It’s on a mission to create a better experience for players – running ads without interrupting the gameplay – connecting developers and brands through sound and building the most advanced audio platform on the market.
Headquartered in Israel, the company was founded by Amit Monheit (CEO) and Elad Stern (Chief Operating Officer) in 2021 and helps to connect hundreds of studios and brands through audio.
Global is one of the world’s leading Media & Entertainment groups.
Europe’s largest radio company, Global is home to respected, national market leading media brands broadcasting across the UK on DAB & FM and around the world on Global Player, including Capital, Heart, Classic FM, LBC, LBC News, Global’s Newsroom, Smooth, Radio X, Capital XTRA and Gold. Global Player allows listeners to enjoy all of Global’s radio brands, award-winning podcasts, and expertly curated playlists, in one place in app, on web and on smart speakers.
Global is also one of the leading Outdoor companies in both the UK & Europe, with over 235,000 sites reaching 95% of the UK population. Global’s extensive and diverse outdoor portfolio encompasses Transport for London’s Underground network, almost all major UK airports including Gatwick, the UK’s largest portfolio of roadside posters and premium digital screens in prime locations, as well as the UK’s largest network of buses including all major cities.
On-air, on Global Player and with our outdoor platforms combined, Global reaches 51 million individuals across the UK every week, including 25.7 million on the radio alone.
Global created and operates DAX (Digital Ad Exchange), the market leader in digital audio advertising and a pioneering platform in programmatic outdoor advertising.
The company headquarters is in London’s iconic Leicester Square. Ashley Tabor-King OBE is Founder & Executive President, Stephen Miron is Group CEO, Lord Allen is Chairman and James Rea is Director of Broadcasting & Content. Ashley Tabor-King created Global in 2007.
MEDIA AND BROADCASTING
Harmonic | May 27, 2022
Harmonic (NASDAQ: HLIT) announced that leading French-language entertainment provider TV5MONDE is streaming its channels to millions of households with Harmonic's VOS®360 cloud SaaS platform.
"Being the world's leading provider of French-language content, it is important for us to be hyper-present across all screens, We chose Harmonic as our technology partner based on their extensive streaming expertise and numerous successful cloud deployments globally. Harmonic's cloud streaming solution provides us with unparalleled efficiency and flexibility, which is pivotal for us to reach millions of viewers around the world."
Harmonic's VOS360 SaaS streamlines all stages of the media processing and delivery chain. Support for the DVB-TTML subtitling standard (ETSI EN 303 560) on the VOS360 platform enables TV5MONDE to stream channels to audiences in 14 different languages while ensuring the highest level of subtitling interoperability for Latin and non-Latin alphabets, including French, French for deaf and hard of hearing, English, Arabic, Russian, German, Dutch, Romanian, Spanish, Vietnamese, Korean, Japanese, Chinese Simplified and Chinese Traditional. In addition to directly streaming to consumers, the VOS360 platform also delivers TV5MONDE's content to affiliates across the globe, further expanding its reach.
"We're proud to help TV5MONDE bring French-speaking culture to a diverse audience around the world, Flexibility is at the core of the VOS360 platform. With our SaaS platform, TV5MONDE can easily manage and distribute different channel variants to various geographic locations, reaching viewers on a more personal level."
-Tony Berthaud, Vice President of Sales and Video Services, APAC and EMEA, at Harmonic
Further information about Harmonic and the company's solutions is available at www.harmonicinc.com.
TV5MONDE is the global francophone TV channel, whose mission is to promote the French language and productions worldwide. TV5MONDE is one of the largest TV networks in the world, available in 198 countries and in 403 million households, with subtitles in 13 languages, operating 8 general entertainment channels, 2 thematic channels (kids and lifestyle) and an on-demand platform TV5MONDEplus.
Harmonic (NASDAQ: HLIT), the worldwide leader in virtualized cable access and video delivery solutions, enables media companies and service providers to deliver ultra-high-quality video streaming and broadcast services to consumers globally. The company revolutionized cable access networking via the industry's first virtualized cable access solution, enabling cable operators to more flexibly deploy gigabit internet service to consumers' homes and mobile devices. Whether simplifying OTT video delivery via innovative cloud and software platforms, or powering the delivery of gigabit internet cable services, Harmonic is changing the way media companies and service providers monetize live and on-demand content on every screen. More information is available at www.harmonicinc.com.
Comcast Advertising released a new, cross-industry | June 13, 2022
Comcast Advertising released a new, cross-industry report titled “The Comcast Advertising Report 2022: Actionable Insights for the Modern TV Advertiser.” Relying on proprietary data, the report provides a unique view into the current landscape from the perspective of viewers, buyers and then sellers – culminating in a specific and fact-based recommendation for the optimal balance of TV and streaming advertising.Comcast Advertising, the advertising division of Comcast Cable, is comprised of Effectv, its advertising sales division, and FreeWheel, its media and technology arm. Both parts of the business contributed to the extensive findings in the report, providing a broad perspective for readers.
“The TV advertising landscape is incredibly complex now, and there are more players in the space than ever, While most reports focus on a single view of this complexity, Comcast Advertising is in a unique position to see it from all angles – how viewers are viewing, buyers are buying, and sellers are selling. With this perspective, we are able to truly see what works and what doesn’t in today’s landscape, and provide fact-based insights and predictions about how advertisers can optimize their spend.”
-Marcien Jenckes, Managing Director, Comcast Advertising.
Below are some of the key findings included in the report’s inaugural edition:
Viewers prefer live content on both TV and streaming. In fact, 89% of traditional TV viewing is spent watching live TV and 54% of digital video viewing is live
Viewers are exposed to more digital ads than ever before, as ad views on digital services increased by 45% from 2H20 to 2H21
Audience targeted campaigns have increased by over 50% year-over-year, as advertisers turn to audience targeting to reach viewers, at scale, across viewing platforms
Programmatic ad views have grown 80% year over year, as advertisers see programmatic buying as a way to reach specific audiences more efficiently. There was also an increase in programmatic campaigns bought on a guaranteed basis.
As sellers move to programmatic models, they are working with an average of 13 different programmatic partners – and up to 30 in total
Following its focus on the latest trends for viewers, buyers and sellers, the report delves into an actionable “formula for success” for modern advertisers. Based on a study of more than 20,000 campaigns, Comcast Advertising recommends that advertisers allocate 20-30% of their TV budget towards streaming advertising, and the rest to traditional TV.
“For years, advertisers have been asking us how to best balance investments across traditional TV and streaming platforms in order to enhance campaign performance, Advertisers shouldn’t be making a guess or ‘going with their gut’ on this; rather, they should focus on the data. By looking at tens of thousands of campaigns across verticals and across budget amounts, the data is quite clear – TV should still act as the foundation for most advertisers, but reach is highest when 20-30% of the budget is allocated to streaming.”
-James Rooke, General Manager, Effectv.
The report concludes with a look at predictions for the years ahead. Included among these predictions is what’s next for streaming, the importance of first-party data, the shift to audience-based buying, the scaling of addressable advertising and the growth of programmatic.
“This has been an incredible year for TV advertising’s progress and innovation, and this is clearly evident in the discussions we’ve having every day,” said Mark McKee, General Manager, FreeWheel. “From addressable, to programmatic, to first-party data – the opportunities are there for advertisers to do more with their budgets and connect better with sellers. It’s critical for them to look at the industry from all sides to understand where the opportunities lie, and this report can help them do that.”
Click here to view the full report.
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast Cable. As a global leader in media, technology and advertising, Comcast Advertising fosters powerful connections between brands and their audiences as well as among publishers, distributors, MVPDs, agencies and other industry players. Effectv, its advertising sales division, helps local, regional and national advertisers connect with their audiences on every screen by using advanced data to drive targeting and measurement of their campaigns. FreeWheel, its media and technology arm, provides the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types and all sales channels, in order to ensure the ultimate goal – results for marketers. Comcast Cable, along with NBCUniversal and Sky, is part of the Comcast Corporation (NASDAQ: CMCSA). Visit http://comcastadvertising.com/ to learn more