Podcast: Why brands and agencies need to learn about gaming, with Venatus CEO Rob Gay

What made gaming so difficult for marketers?

According to Rob Guy, CEO of ad gaming technology company Venatus, agencies and brands still need to get better educated about this thriving medium.

Jay spoke with Jack Benjamin at last month’s Future of Gaming event in London about the different options brands have to talk to players about, including in-game advertising, next-to-game advertising, and around-the-game advertising.

He told the audience that he would rather start small and get gaming ads right and then work up to bigger budgets, rather than starting with a big, risky activation that could turn brands away from gaming altogether if it fails.

“If it doesn’t work out, we’re all going to get burned. If a gaming ad company burns it on mobile or burns it on console, they’ll get burned for gaming.” […] “We need brands to trust the environment they are in.”

A write-up of the key takeaways from Jay and the rest of the Future of Gaming delegates has been published previously.

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