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258: The Future of Advertising in Video Games with Adverty’s Niklas Bakos

Niklas Bakos, founder and strategy at Adverty

Niklas Bakos is the Founder and Chief Strategy Officer at Adverty, a company that helps put advertisements in video games. In this episode, Alan and Niklas discuss what in-game advertising looks like and how e-sports has exploded in popularity. 

The conversation starts with why Niklas founded Adverty. Having spent most of his career in the gaming industry, he saw a huge opportunity for marketers to easily reach their target audiences and do it “at scale.”

They discuss the e-sports revolution, why in-game advertising is more insightful than real-life street advertising, and how a marketer should be thinking about it.

In this episode, you’ll learn:

  • How mobile gaming is the leading platform for advertising
  • How in-game advertisements are more insightful than real-life advertisements
  • Why e-sports is the next gaming revolution

Key Highlights:

  • [01:12] Niklas’s “big fat cat”
  • [01:51] Why Niklas founded Adverty
  • [03:26] What is Adverty
  • [04:27] What in-game advertising looks like
  • [09:06] The brain impression algorithm
  • [14:37] The future of ad placement and pricing
  • [15:48] How to think about e-sports and its future
  • [19:00] Why mobile gaming has such a far reach
  • [21:12] Who is doing in-game marketing well
  • [22:43] The future of e-sports and in-game marketing
  • [24:18] An experience that defines Niklas, made him who he is today 
  • [25:52] Niklas’s advice for his younger self
  • [26:30] Niklas’s recent impactful purchase
  • [27:28] The brands, companies, and causes Niklas follows
  • [29:28] What Niklas says is today’s biggest threat and opportunity for marketers

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