Advertisers are excited about Snap's new gaming platform
Snap made a slew of announcements, including a new ad-supported gaming platform, at its first partner summit Thursday as it casts a wider net for ad revenue. Although the announcements also included a new ad network, advertisers say the real compelling opportunity is in gaming.
Advertisers will have the ability to buy non-skippable, six-second video ads on games like"Bitmoji Party," an original game that lets users compete as their Bitmoji avatars. The company will soon also roll out third-party games. What's yet to be seen is how the ad experience will be designed. Mallin said Snap should make sure the ads aren't too interruptive. He added the gaming space has tried out constructs like being able to watch one full video ad in exchange for an extra life or the ability to play ad-free for the next several rounds.
The new announcements in gaming as well as augmented reality — like a partnership with Photomath that will allow users to point the Snapchat camera at a math equation to see the solution appear within the camera — indicate a focus on keeping people on the app longer, said Ilan Ness, chief strategist at digital ad agency Taktical.
Simona Marmina, senior director of social for media agency Mindshare, echoed the desire for more details around brand safety but said the gaming platform seemed promising.
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