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Could gaming soon replace or even become the dominant social media? Facebook boss Mark Zuckerberg’s already enthralled by the metaverse, and there have been few stranger things than Netflix’s big push into gaming. David Tinson, chief marketing officer of Electonic Arts, explains how top-tier gaming’s shift to always-on, events-driven engagement is seeing the medium solidify as a gathering place for friends – and whether it could threaten the social media status quo.
Could gaming soon replace or even become the dominant social media? Facebook boss Mark Zuckerberg’s already enthralled by the metaverse, and there have been few stranger things than Netflix’s big push into gaming. David Tinson, chief marketing officer of Electonic Arts, explains how top-tier gaming’s shift to always-on, events-driven engagement is seeing the medium solidify as a gathering place for friends – and whether it could threaten the social media status quo.
Twitch’s defense of its bikini-clad streamers doesn’t hold water
A new set of streamers have cropped up on Twitch. Bikini-clad, cavorting in hot tubs and actively charging viewers money for doing exactly that – is this where brands want to be?
It took me a while to get used to the idea that people watch other people play games. But they do. You might not believe it, but, for a whole section of society and particularly children, the video game live streaming service known as Twitch is the center of the universe.
Hundreds of millions of people watch streamers play games live every month, with 15 million tuning in each and every day. Over 3bn hours of live content was watched on the platform in Q1 of 2020 and Twitch accounts for over 72% of all live video content on the internet. Twitch is a behemoth. You probably know this already. And where eyeballs go brands follow.
IPG Mediabrands is among the advertising companiesusing a new tool from NewsGuard, a company that uses journalists and artificial intelligence to identify misinformation across the internet and help advertisers keep their ads off shady websites.
The tool, called Responsible Advertising for News Segments (RANS), maintains lists that help advertisers avoid websites promoting misinformation while channeling their ads to credible publishers, including those focused on Black, Asian, Hispanic, and LGBTQ+ communities.
In a case study with an advertiser using the tool, IPG said the average cost for programmatic ads declined 9% as the rate of people clicking on the ads shot up 143%.