We continue to summarize 2024 with gaming (or gaming industry-related) teams and experts. Up next is an interview with Konstantin Ivanov, Brand Director at AdQuantum.
How was the year for the company? What achievements would you like to highlight?
After the rapid growth last year, the main goal was to maintain the pace and ambition. We believe we succeeded!
One of the key achievements of 2024 was a significant increase in hiring new personnel — people who set and support our development trajectory for years to come.
We also successfully held several partnership events, and you probably saw us often on webinars, where we brought expertise and shared the results of tested hypotheses.
We released an industry-useful guide on Web-to-Web, attended new conferences, and seriously expanded the scale of our in-house production.
How did the gaming advertising market change over the year?
Of course, each year the market becomes more complex, requiring new ways to engage with the audience and approaches that, compared to the past year, can still be called "unconventional."
There is more AI in creatives, although its use is still quite noticeable. Plus, such creatives do not always perform well.
AI helps improve the effectiveness of marketing strategies by automating processes, personalizing ads, and analyzing big data for more targeted audience interaction.
Audience segmentation by product motivation gained even more momentum, so many advertising materials now focus on this. I would also include the use of CGI advertising and inclusivity to create brighter and more engaging content.
In 2024, in-app advertising showed significant growth. It works more effectively than standard web advertising because users interact more willingly with ads within apps.
Flexibility must constantly be enhanced to keep up with trends. The principle of "Think long — decide fast" doesn't work here. Any idea for process development should be tested in a conditional MVP format, and after implementation, promptly monitor changes in the product.
Not entirely about gaming advertising: super apps for large brands continue to gain momentum. Companies invest in creating and expanding the functionality of products that provide users with integrated solutions for various aspects of their lives. This opens up new opportunities for ad placement.
Has the practice of working with gaming companies changed? In what way?
For us, the practice has not changed.
What trends in mobile marketing do you expect to strengthen or emerge in 2025?
- The widespread application of AI (both in creatives and internal processes).
- An increase in niche traffic sources generating more favorable figures than major competitors. It will require effort to analyze such traffic, but these efforts could definitely pay off.
- Handling a larger number of variables for decision-making.
We will certainly be monitoring increased investments in young ambitious studios. Investments need to be timely and teams carefully selected for funding. 2025 will be no exception.
What are the company's plans for 2025?
As always, the most ambitious:
- Launch of new products and directions;
- Diversification: entering regions where we previously did not have a sufficient market share and mastering new verticals for ourselves with accumulated experience.
After our growth in fintech, we are delighted to collaborate with banking applications in a new format with new production capacities.
Every day we need more designers and motion specialists; soon, we’ll likely know the entire market by face. One of the goals is to find new talent "in design." We also plan to more seriously engage in the development of the already established community.