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An interview with me from Digital 2011 in Glasgow

By on April 5, 2011
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I gave a masterclass on social games in Glasgow last week. Afterwards, I was interviewed for a 3 minute Audioboo by Beyongolia.

You can listen to it below (apologies for the Kylie soundcheck kicking in right at the end):

And here’s the dodgy iPhone snap that went with it.

Boo Image

About Nicholas Lovell

Nicholas is the founder of Gamesbrief, a blog dedicated to the business of games. It aims to be informative, authoritative and above all helpful to developers grappling with business strategy. He is the author of a growing list of books about making money in the games industry and other digital media, including How to Publish a Game and Design Rules for Free-to-Play Games, and Penguin-published title The Curve:
  • A DSP is a system that brings a paid-search like auction model to Display advertising.

    This means the game needs only include a bit of code to take part in the auction and then advertisers will bid, on a per-impression basis, for their ad to appear. It means no admin drama for the game providers and it means popular games could attract higher bids.

    DSPs are often combined with ad exchanges and even audience targeting so the advertiser is willing to pay extra cash because the know the person playing the game is a high value individual who’s likely to book a holiday soon. It means the game company doesn’t have to try and argue that they have a better class of gamer, the system takes care of it automatically.

    Imagine if Google had bought AdScape back in 2007 but managed by the end of the year to provide a sort of AdScape AdSense. Easy way for programmers to throw in ad options into their build.

    Sure. I don’t think this model suits big budget console games but for web-based games (Silverlight and Air, etc) and mobile games then it represents a very low barrier to entry for the game designer on the ad market and a cost effective way for ad agencies to place ads in that game.

  • Can you confirm what you mean by “Demand Side Platforms”. I want to make sure I answer the right question.

  • I was there and really enjoyed your talk. I can’t help but wonder whether the rise of Demand Side Platforms might encourage you to re-think your position on ad supported games and so I shall subscribe to Gamesbrief to find out!