Why brands shouldn't lose sight of hyper-casual gaming as a growing and diverse ad environment

Hyper-casual games have become a fruitful environment for brands and marketers looking to reach both the stereotypical gaming audience and demographic groups not traditionally considered gamers. June 15, 2022 Hyper-casual games [have become a fruitful environment]( for brands and marketers looking to reach both the stereotypical gaming audience and demographic groups not traditionally considered gamers. Additional coverage: - This week’s [Future of TV Briefing]( looks at the stage of the upfront cycle where advertisers submit their orders, which may not match up with the initially agreed-upon commitments. - Gravity Global, a B2B mini-holding company, is [on the acquisition trail](, looking to add new practices such as account-based marketing and digital content creation to its roster. - In the [latest edition of Digiday's Confessions series](, in which we trade anonymity for candor, one creative shared what he hopes leaders will do, as well as the current landscape on DEI issues. - To determine the specific numbers for its updated in-game ad standards, the IAB used data provided by game developers and in-game advertising firms to calculate preliminary estimates before running them by the task force for review. The updated standards [could be a watershed moment]( for in-game advertising. Other things to know about - Join us July 28 at the [Digiday Publisher Golf Outing]( for a round of golf with leaders from The New York Post, MLB, Barstool Sports and many more. Prices rise June 29. - Without the foundation of clear job roles, transparent pay scales and innovative talent pathways, employers [risk losing high performers and potential candidates](. Sponsored by Alexander Group. - The intent indicated by app engagement data is enabling marketers to [glean a comprehensive understanding of their target audiences](. Sponsored by T-Mobile. Top Stories Ivy Liu [Gaming & Esports]( [Why brands shouldn't lose sight of hyper-casual gaming as a growing and diverse ad environment]( Hyper-casual games have become a fruitful environment for brands and marketers looking to reach both the stereotypical gaming audience and demographic groups not traditionally considered gamers. howdy! [Business of TV]( [Future of TV Briefing: The next phase of the TV upfront market]( This week’s Future of TV Briefing looks at the stage of the upfront cycle where advertisers submit their orders, which may not match up with the initially agreed-upon commitments. [Sponsored by Seedtag]( [Report: How brands are building consumer connections with contextual targeting]( By using contextual targeting to run ads that complement a user’s browsing experience and interests, brands are persuading consumers to click. Advertisement howdy! [Evolving Agencies]( [Why this B2B agency group is adding account-based marketing expertise to its roster]( Gravity Global, a B2B mini-holding company, is on the acquisition trail, looking to add new practices such as account-based marketing and digital content creation to its roster. [Sponsored by Wiland]( [The marketer’s guide to taking first-party data beyond personalization]( First-party data is key to post-cookie strategies. With data collaborations, brands are building acquisition audiences and driving outcomes. howdy! [The Confessions]( ['They aren't making leaders out of us': Confessions of a Black creative on stalled DEI progress in advertising]( In the latest edition of our Confessions series, in which we trade anonymity for candor, the creative shared what he hopes creative leaders would do as well as the current landscape on DEI issues. Advertisement [Sponsored by Wrike]( [The marketer’s guide to optimized collaboration]( In the wake of the pandemic and the midst of the Great Resignation, the need for streamlined and straightforward collaboration strategies and tools for marketing teams is paramount. howdy! [Gaming & Esports]( [Why the IAB's updated measurement guidelines could be a watershed moment for in-game advertising]( To determine the specific numbers for its updated in-game ad standards, the IAB used data provided by game developers and in-game advertising firms to calculate preliminary estimates before running them by the task force for review. howdy! [Data Regulation]( [YouTube's competition remedies spark debate on potential future concessions]( One year on from Chrome’s extension, sources ponder further delays to Google’s cookie cull. [All Latest Stories]( [Beyond Ads]( [Magnet’s Danielle Johnsen Karr explains why Team Whistle’s social content agency is not a branded content studio]( Roughly 35-person agency Magnet is seeing opportunities in producing videos for brands’ own YouTube and TikTok channels and even managing those channels for the brands, lead Danielle Johnsen Karr said in the latest Digiday Podcast episode. 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