According to Newzoo, the Southeast Asia games market is said to double its revenue to US$2.2 billion in 2017, with key markets such as Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam accounting for 99% of the total revenue generated. Conversely, Interactive Advertising Bureau (IAB) predicts that advertising spend in these key markets will hit double-digit growth in 2017 as the consumer demand for mobile, video and social increase in spending.
Game publishers are facing an uphill challenge with in-app purchasing, with the most popular games in app purchases accounting for approximately only 1%-2% of daily active users. Through POKKT’s rewarded video ads solution, gamers will only need to watch a video ad to progress to the next level, benefiting publishers, brands and advertisers at the same time.
Dirk Jacobs, Managing Director, Gamma said: “Southeast Asia’s mobile gaming and advertising industry is seeing massive growth. Our trusted partnership with POKKT will allow us to increase our audience targeting capabilities and accurately connect with gamers. We remain committed to optimising revenue for developers through programmatic targeting and increasing in-app inventory supply to brands, and ensuring that their monetisation goals are achieved.”
Purwa Jain, Senior Vice President, POKKT, said: “We chose Gamma as our partner here in Southeast Asia based on their regional expertise, ability to scale and solid partnerships. Through this collaboration, we are able to grow exposure for our publishers and help marketers and brands in Southeast Asia better target and manage their campaigns efficiently with premium video inventory.”
Gamma previously announced a partnership with MediaMath to increase programmatic ad yield for publishers as well as to provide advertisers access to premium ad space in Asia Pacific.
