Machine Zone: without advertising on TV, the game will not become a brand

The CEO of Machine Zone told why mobile game developers need advertising on TV “at inflated prices”.

The image is of Gabe Leydon. Photo belongs to VentureBeat
Advertising on television in comparison with other formats gives very little effect.

And it is very expensive at the same time. However, Machine Zone continues to buy airtime. The reason, according to the company’s CEO Gabe Leydon, is that TV advertising works in a completely different direction. And although the prices for the rollers, according to Leydon, are overstated, the benefit in this case is measured not only and not so much by the number of installations.

“The most important thing that TV gives is the “halo effect”. Until I got on TV, you’re not a brand,” Leydon comments.

Television will give the project recognition. But the game will get real benefit from this only if you connect other advertising formats.

“If you buy commercials on TV, they will also have an effect on the digital marketing segment. You will be able to measure CTR, the prices [per installation] will decrease for you. But if you rely only on TV advertising, you will most likely go bankrupt,” concludes Leydon.

Source: gamesindustry.biz