Zero Games, a gaming company launched less than a year ago, recently introduced the first-of-its-kind native advertising platform - PLAKC for the casual gaming industry. With Smart Data being the single obsession for an advertiser and context and relevance, Zero Games has been positioned as a conduit between the game developers/ content eco system and the marketers.
The brainchild of young guns – Arjun Chadha, Adesh Sarwan and Dr Kushal Sanghvi, Zero Games aims to cash in on the flourishing digital advertising industry. Some of the largest gaming studios and developers have tied up with Zero Games for them to be able to monetise their games through in-game advertising.
Explaining what makes PLAKC work, Arjun Chadha, Founder and CEO, Zero Games says, "PLAKC is a dynamic in-game advertising platform that works on the psychology of an immersed gamer. While consumers spend more and more time on mobile devices and is becoming an important place where the brands should be. However, the existing advertising formats that are popular are still a hangover of previous mediums like website and desktop. Mobile is a limited screen size and with the continuous exposure to banner and pop up ads consumers have trained their eyes to ignore them, have various advertisement blockers and more. The impact of these advertising formats on consumers is little to nothing. Herein, comes our product where we serve native ads inside casual mobile games. These ads become a part of the environment and are perceived as ‘real’ by the gamer, creating sub conscious brand recall. When the gamer is playing the game he is so immersed in the game that he starts noticing everything in the environment and it is at this moment that he sees the brands and remembers it.”
Adding into it, Adesh Sarwan, Co Founder, Zero Games shares, "Our Ad format follows the IAB guidelines where we count one impression, which is a cumulative of 10 seconds of exposure to the ad to the user. This is something that we consciously did to try and bring in the television format of advertising into digital too and thereby also have charted out our f own unique format too. There have been ads inside games previously but it was all static and one needed to work with developers to integrate and the whole cycle would take a month’s lead time. With PLAKC, it is instantaneous.”
The platform continually is adding more features and what also makes it attractive for a marketer/advertiser is to be able to dynamically change advertising creatives on the fly, have his dashboard to see the campaign's performance, which make this native advertising programmatic too.