258: The Future of Advertising in Video Games with Adverty's Niklas Bakos
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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 advertising
• How in-game advertisements are more insightful than real-life advertisements
• Why e-sports is the next gaming revolution

Key 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: 

• Adverty)
• Niklas Bakos)
• Virtual Reality) (VR)
• Augmented Reality) (AR)
• Mobile Gaming market size)
• eSports)
• Counter Strike)
• Critical Ops)
• League of Legends sponsorship by Mastercard)
• OMD and Activision Call of Duty campaign in Critical Ops)

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