Alternative ads firm Giftgaming raises £104,000 in crowdfunding - MCV

Alternative ads firm Giftgaming raises £104,000 in crowdfunding

Start-up aims to change the way reward-based ads work in mobile games
Author:
Publish date:
giftgaming-5.jpg

New in-game advertising firm Giftgaming has managed to raise over £100,000 via the Seedrs crowdfunding platform, giving it the money needed to expand its alternative ads solution.

Giftgaming is designed to help developers work ads into their game in a less intrusive way. The system adds a gift icon to the game that, when tapped, gives players free virtual currency or a power-up and a coupon for a real-world brand. The player can their save the coupon for later use, although not doing so does not prevent them from getting the in-game benefits.

The company is working with more than 70 brands on this programme, including Skechers, Jelly Belly and Mattel.

The ad system has already been used in Cave Coaster, a mobile game by Brazilian studio Smyowl, and London-based Shedworks’ Cloud Critters.

“We’ve got the advertisers, we’ve got the publishers,” said Giftgaming founder and CEO Nick Hatter. “And we’re using a known revenue generating mechanism: affiliate networks. Now we’re scaling up.

“The fundamental limitation of competitors who do moment-based or achievement-based rewards is in their nature: they’re based on moments and can be too dependent on player skill. And given the average mobile gaming session is only 6.8 minutes, there’s a hard limit on the number of incentivised video ads a player can watch in one session.

“Giftgaming provides a non-intrusive revenue stream for game developers and publishers to make up for these flaws.”

Image credit: TechCrunch

Related

mobile marketing feature.jpg

Who needs mobile ads?

Advertising is a major source of revenue for mobile developers, but how do you take full advantage of it without deterring players and ruining your game? James Batchelor asks experts for their advice

ourworld.jpg

A technical guide to cross-platform development

Deploying your game to as many platforms is a great way to find success, but what barriers will you face? Flowplay CTO Doug Pearson offers an in-depth guide to programming languages, toolsets and target platforms