New in-game mobile advertising platform claims engagement success
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US start-up Tap Me claims that its new in-game mobile advertising platform boosts player engagement rates to between 20% and 50% compared with traditional banner ad click-through levels of less than 1%.
The Chicago, Illinois-based firm has unveiled what it attests is the first environment to display embedded messages or 'sponsored power-ups' based on context rather than as separate adverts.
Joshua Hernandez, the company's co-founder and chief executive, said: "One of Tap Me's unique strengths is that we are a team of mobile game developers, which gives us an innate understanding of game design and development fundamentals. We set about to create a first-of-a-kind ad platform that takes advantage of the natural attributes of games, with the goal of maximising the contextual opportunities for advertisers to participate in this exploding medium."
He added that there were nearly 300 million gamers worldwide today and the product was designed to make money from the vast majority "who do not engage in other game monetisation methods".
"Games are highly-active, participatory entertainment platforms, and existing advertising solutions were never designed to work well with this medium. Current advertising solutions are interruptive, out-of-context and ineffective. They also occupy valuable screen space, are prone to accidental clicks or inject offers that require players to shift experiences outside of the game,” Hernandez said.
The Tap Me environment, on the other hand, enabled advertisers to sponsor relevant content that was classified under given categories such as 'endurance' or 'speed' and would appear when players hit a gaming milestone. "The notion of an achievement is always a positive moment in the game for a player, so any advertiser can attach a brand to an 'achievement' earned by the player," Hernandez said.
They could also buy aggregate information about audiences across the Tap Me network based on key attributes rather than game titles and employ the firm's Player Messaging system to, for example, sent a message to a player's inbox to encourage them to have friends retweet a message in return for a given number of points.
Tap Me was set up in 2009 and closed a $1m funding round to further develop its technology earlier this year.

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