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Media and Games Invest SE: Tapping Into an Additional Innovative Growth Opportunity by Proving Successful Reactivation of Games Audiences Through Connected TV - Seite 2

The pilot project and its results

The pilot project was performed in close cooperation between MGI’s gaming studio gamigo and media unit Verve. The initial phase of this cross-channel reactivation pilot involved a series of tests with a popular MGI massively multiplayer online (MMO) game. The game’s lapsed users were divided into two subsets and were separated by their time of inactivity in the game. By uploading this data onto its in-house Ad-Software-Data-Platform, MGI was able to successfully reactivate lapsed console gamers through targeted campaigns via the Group’s DSP and by utilizing the CTV inventory available through the Group’s SSP. The pilot program was conducted in compliance with applicable privacy laws.

In the initial test, the pilot program’s games campaign saw 34% lower CPMs than on other available channels, making the campaigns substantially more efficient for the advertiser, with a 12-fold higher conversion rate. Multichannel re-engagement, especially (re)targeting console players via CTV ad-campaigns is an innovative way to re-engage or also attract new gamers. The results demonstrate the effectiveness of CTV re-engagement of gamers for both games publishers looking to reactivate lapsed users, as well as advertisers and brands looking to effectively market their products to an ever-growing cord-cutting audience. More prominently, the success of the campaign showcases the ability of CTV to offer high attention ad units to capture interest from a specific audience, while increasing brand awareness to align with a broader omnichannel marketing strategy. Showing videos instead of banners as well as being able to cover multiple segments with the unique MGI Ad-Software-Platform are the basis of this success.

Following on from this test and the promising results, MGI intends to expand the offering to desktop gamers as well as mobile advertisers to improve performance campaign KPIs by coupling them with CTV. The announcement comes on the heels of similar innovations from MGI made possible by the company’s proven buy-and-build strategy to facilitate long-term organic growth. MGI remains committed to providing premier solutions for advertisers and publishers navigating the industry’s most pressing challenges.