The game's direct-to-consumer sales pipeline is shifting to online stores

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Direct-to-consumer marketing is becoming a bigger part of the gaming economy, as a panel of experts discussed at this week's GamesBeat Summit 2023. Ron Scott, Americas Regional Director at Xsolla, led the discussion with Tim Montgomery, SVP at Mastercard and Jenna Seiden, Vice President of Business Development at Niantic Labs. All three spoke about the importance of direct-to-consumer benefit, as well as finding new ways to advertise to young gamers.

Seiden said one of the most important parts of advertising to younger gamer audiences is meeting them where they are and lowering the barrier to entry. "What two things do you have on you all the time?" I have my phone and I have my credit cards. Same: what is most accessible and what brings you closer?"

Montgomery agreed that one of the key features of direct-to-consumer marketing is to make it easier for users: "How do you make sure that when you transact with your credentials, they're as smooth, as transparent and as secure? like, say, dipping a chip into a terminal?"

Seiden pointed out that online stores are part of a line of in-game monetization that stems from traditional advertising via in-game ads. They also help players stay in the experience. “You want to keep the audience in the game – you don't want to send them off. You want to keep them where they are and reduce that friction… [Gen Z] cares about efficiency. They care about staying in the experience. These switching costs are high, so where do we want to reach them? In an online store where you can optionally provide additional added value."

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Montgomery added, "Wouldn't it be great if you could launch a branded card that would take advantage of unique rewards you could access in Pokémon GO or a similar type of property? The unique value propositions you can develop , proposing and adapting to this audience fascinate me."

Scott agrees with the sentiment that it's worth approaching players where they are. "I think you've said it before, as you're positioning it, it's really about knowing what your business is, having a clear understanding of who your target is and how to align all the different resources ."

GamesBeat's credo when covering the gaming industry is "where passion meets business". What does that mean? We want to tell you how much the news means to you, not only as a decision maker in a game studio, but also as a game fan. Whether you read our articles, listen to our podcasts, or watch our videos, GamesBeat will help you learn about and engage with the industry. Discover our Briefings.

The game's direct-to-consumer sales pipeline is shifting to online stores

Connect with the top leaders in gaming in Los Angeles during GamesBeat Summit 2023 on May 22-23. Register here.

Direct-to-consumer marketing is becoming a bigger part of the gaming economy, as a panel of experts discussed at this week's GamesBeat Summit 2023. Ron Scott, Americas Regional Director at Xsolla, led the discussion with Tim Montgomery, SVP at Mastercard and Jenna Seiden, Vice President of Business Development at Niantic Labs. All three spoke about the importance of direct-to-consumer benefit, as well as finding new ways to advertise to young gamers.

Seiden said one of the most important parts of advertising to younger gamer audiences is meeting them where they are and lowering the barrier to entry. "What two things do you have on you all the time?" I have my phone and I have my credit cards. Same: what is most accessible and what brings you closer?"

Montgomery agreed that one of the key features of direct-to-consumer marketing is to make it easier for users: "How do you make sure that when you transact with your credentials, they're as smooth, as transparent and as secure? like, say, dipping a chip into a terminal?"

Seiden pointed out that online stores are part of a line of in-game monetization that stems from traditional advertising via in-game ads. They also help players stay in the experience. “You want to keep the audience in the game – you don't want to send them off. You want to keep them where they are and reduce that friction… [Gen Z] cares about efficiency. They care about staying in the experience. These switching costs are high, so where do we want to reach them? In an online store where you can optionally provide additional added value."

Event

GamesBeat Summit 2023

Join the GamesBeat community for our virtual day and on-demand content! You'll hear from the brightest minds in the gaming industry to share their updates on the latest developments.

register here

Montgomery added, "Wouldn't it be great if you could launch a branded card that would take advantage of unique rewards you could access in Pokémon GO or a similar type of property? The unique value propositions you can develop , proposing and adapting to this audience fascinate me."

Scott agrees with the sentiment that it's worth approaching players where they are. "I think you've said it before, as you're positioning it, it's really about knowing what your business is, having a clear understanding of who your target is and how to align all the different resources ."

GamesBeat's credo when covering the gaming industry is "where passion meets business". What does that mean? We want to tell you how much the news means to you, not only as a decision maker in a game studio, but also as a game fan. Whether you read our articles, listen to our podcasts, or watch our videos, GamesBeat will help you learn about and engage with the industry. Discover our Briefings.

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