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The concept of interactive spectatorship is not new to gaming, but in 2019 it has become a buzzword, tipped as the next big thing. With the rise of 5G and cloud gaming, which can facilitate mass, real-time gaming experiences, spectator-participation has the technological infrastructure to propel forwards, and streaming platforms, professional gamers, and developers are already innovating with new experiences. A whole new genre of users that sit somewhere between spectator and gamer will catalyze a new generation of games specifically built for live-streaming and viewer interaction. …


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In 2019, Google and Microsoft revealed their ambitions to launch cloud gaming solutions, i.e. digital catalogues of AAA games, which can be played instantly on any device. Although the concept is far from new (others, like OnLive, have tried and failed), the biggest industry players are now flexing their muscles and the space is heating up. With the gaming industry set to reach $90 billion by 2020, can the cloud take it to new heights?

The Netflix of Gaming

First, we should examine the limitations that exist in the current gaming world, specifically consoles, to understand how cloud gaming can positively impact the industry…


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Mary Meeker just delivered her highly-anticipated annual Internet Trends Report for the Code Conference gathering in California. Her 333 slide report covers everything from e-commerce and advertising, to data growth, freemium business models, and, finally the closing of the “Mary Meeker Gap”. Meeker places an increasing focus on the gaming industry, yet another example of the increasing importance of the gaming vertical in the wider context of the consumer engagement and behavior. Below we break down three topics she covers in her report and what they mean for advertisers today.

Games are the new social networks

According to Meeker, “interactive gaming is an increasingly relevant way…


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It’s been years since mobile usage surpassed desktop, but many retailers are still struggling to find their place in the mobile world, contemplating which path to take: mobile web, mobile app, or both.

In 2015, the general consensus was that retail dollars were in mobile web, not mobile apps, with Moovweb, for example, claiming that only established leaders with big reach (Target, Amazon, Walmart) could get enough app usage to outpace revenue from their mobile sites.

This year, however, experts like Localytics are swearing by the power of mobile apps, highlighting the $6M that Starbucks closed in mobile order app…


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Advertising technology is evolving, and as developers continue to become more creative with their ad formats, the industry is revealing there is much more to digital advertising in 2017 than simple banner or interstitial ads.

The time is right for new, exciting ad formats. 91 percent of users say adverts are more intrusive than they were three years ago, leading them to skip or block adverts. The advertising industry needs to innovate quickly to correct this imbalance in user experience.

Playable ads, a form of interactive advertising, are an exciting format that delights users and offers new engagement opportunities. They…

Melissa Zeloof

VP Marketing at ironSource

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