How Brands Can Leverage Advertising in Mobile Games With Tapjoy's Sarah Chafer

Twofivesix: Gaming and Marketing

While marketers turn their heads towards high-profile partnerships in esports, Fortnite, and Twitch, it becomes easy to forget a major portion of the gaming audience: the mobile gamer. The global mobile gaming market is estimated to reach over $77 billion in revenue by the end of 2020. There are many reasons for the persistent growth and player retention in the space, and to learn more, we spoke to Sarah Chafer, EVP of global ad sales at Tapjoy.

Tapjoy connects game publishers and advertisers, enabling brands to advertise and monetize on a wide breadth of mobile platforms. “A lot of what we do is around user choice,” Sarah told us. “We offer them a wide variety of things that they can do in order to transact for currency. If you think about being a user or consumer yourself, how often is it that you get to decide which advertiser you’re going to transact with versus having some unwanted messaging that maybe doesn’t apply to you personally?”

We spoke with Sarah about monetization practices in mobile games, and learned about the special, mutually beneficial dynamic between players, games, and advertised brands.

This episode was hosted by Jamin Warren. Music was provided by Lusine.
Twofivesix is a strategic consultancy that helps brands engage with gamers. Founder and CEO Jamin Warren speaks to experts at the intersection of games and marketing about how video games and other forms of interactive entertainment are more relevant than ever—in culture but also in business. We cover how marketers, agencies, and brands can dive into the world of games.