Why is
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coming to Pakistan Are advertisers and agencies in Pakistan ready to direct digital advertising budgets towards mobile gaming ad inventory?
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By Profit
ameloft, a French video game publisher, has appointed AltTech Digital as its advertising inventory representative in Pakistan. Operating since 1999, the company has been a stable name in the videogame industry since the turn of the millennium and is known across the world for its mobile games such as Asphalt, a series of racing video games. Why would Gameloft want to enter Pakistan? For starters, it is a company that is focused mostly on the mobile games segment - and that is something that has been big in Pakistan for a while. Everyone remembers borrowing phones from their parents to play either pre-installed games in the early 2000s and downloading them after the smartphone revolution. The proliferation of games such as PUBG in Pakistan is also proof that there is a large mobile games market here. Computers and gaming consoles are difficult to come by and expensive when they
are available. That is why a game like PUBG became popular initially - because it was a mobile alternative to the more complex Fortnight, which people played on gaming consoles. According to Gameloft’s pitch desk, they already have nearly nine million monthly active users (MAU) in Pakistan and claim that each user averages seven sessions to a total of 41 minutes per day. “Our mission is to unite brands to the world of gaming, helping them build a meaningful connection with their audience through multiple customs & engaging advertising opportunities across a bouquet of games,” said Florent Vallauri, the managing director of SEA Pacific & Indian Sub-Continent at Gameloft. “Hence, our partnership with Alt Tech Digital is to empower brands in one of the biggest and fastest-growing youth markets in the world and bring the global experience of gaming and marketing to Pakistan.” Aside from creating its own owned games, the company also creates branded games for IP owners such as Lego, Disney. Sega, and Hasbro, with the respective offerings
Use a platform that allows for intent-based segmentation. It identifies three user segments: most likely, moderately likely, and least likely to convert. With a deeper understanding of user intent, you can effectively send more relevant messages — and avoid spamming users with unnecessary notifications KC Karned, tech marketing executive
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serving as an extension of the existing universe of content created by viewing and buying audiences. Through branded content integrations - meant to be seamlessly integrated - and straightforward mobile advertising, the company works with automotive, consumer electronics, consumer goods, and confectionery companies - to categorize a few - for contextual advertising on its audience.
The good
P
er the pitch deck, which is available with Profit, Alt-Tech Digital will be offering advertisers and agencies the opportunity to reach nine million MAU of which an unsurprisingly 75% are male, with age segmentation claimed to be 34% teens, 29% millennials, 19% preteens, and 18% are Generation X. The company claims to outperform clickthrough rate (CTR) benchmarks in comparison to Facebook, Twitter, Instagram, YouTube, and LinkedIn, attributing this to its mobile advertising inventory that is only accessible through direct deals with resellers such as AltTech Digital, instead of open deals through a supply-side platform (SSP). Speaking with media executives, Profit learned that the company is offering three key performance indicators: brand recall, purchase intent, and brand favorability. Given the relatively nascent stage of maturity with regards to the digital out-of-home (DooH) market in Pakistan, it will be intriguing to see how brand marketers in Pakistan choose to place ads/ banners in games they like rather than games that match their audience. According to the Mobile & Marketing
