Recently, MMW caught up with Ari and Ben Fox, Producers of CEC and Gameacon, at the Casino Esport and Gameacon Conference. Here’s our exclusive chat.

MMW:  Tell us about CEC/Gameacon and how it all started?

Fox Brothers:  The “Fox Brothers” started their 20-year relationship with the casino industry by working in marketing and ultimately programming software for the casino transportation segment.  The relationship we had with both executives and employees in the casino industry and software developers formed a natural foundation for the start of Gameacon about 5 or 6 years ago.  We heard the concern of programmers and game developers that there were no events out there that gave them the platform they needed to reach the public, other devs (developers), potential studios, and employers – like there was for other segments of video gaming.

There was no “Sundance festival” for game developers, and so Gameacon was born.  There is a natural intersection of video game development and eSports, and it is this immersion into eSports which led us to realize that this was something the casino industry must gravitate towards if they hope to evolve with the interests of the younger generations.  It was obvious to us that the two industries could mutually benefit from each other, but were in different hemispheres needing a bridge to gap the abyss between them.  It was for this reason that we created the Casino eSport Conference (CEC).

MMW:  Why is the conversion of eSports and the casino industry important for its growth?

Fox Brothers:  The incorporation of eSports is essential to the integration of a new and relevant demographic to casino properties.  Due to the loss of revenues from aging players, slot machine revenue (which at one time was 70% of the casinos’ revenue) is way down.  Casinos need a long term investment and solution, and eSports is the way of the future.  There are many, many facets to the eSports industry.  The term eSports doesn’t necessarily mean a pro circuit tournament.  It can also mean amateur tournaments where locals and vacationers can come out and play together, like the old days of bingo parlors and slot tournaments.

In order to be successful moving forward, casinos must be more than gambling centers.  They must provide the entertainment that people want and is relevant to the new generation in order to maintain revenue into the future.  Only when you understand the needs and habits of your customers can you properly serve their needs.  The CEC was created to educate the casino industry about this generation, how to connect with them, how to host them, how to market to them, and how to give them a pleasing environment that’s satisfying to what they’re looking for in entertainment.

MMW:  How has mobile technology influenced eSports now, and what role will it play into the future of this competitive space?

Fox Brothers:  Mobile technology is vital to connect and also entertain the next generation of casino-goers.  For eSports, it is a direct connection to the community.  Mobile devices will be used for more iGaming eSport related themes, betting platforms, marketing purposes, as well as watching live matches. Millennials do not watch traditional TV or listen to traditional radio.  Increasingly, they are even eschewing mainstream social media resources like Facebook.  They communicate on social media sites like Discord, Reddit, Slack or networks like Twitch, Hitbox or Beam.  The power of streaming for casino advertising is immense and will undoubtedly be included as a topic of discussions at next year’s CEC event.

MMW:  What is your vision of the CEC & Gameacon conference’s future as you plan to bring it back to Las Vegas in 2018?

Fox Brothers:  Our continuing vision for the CEC is to educate casino decision makers about the needs of the new generation, while simultaneously forging real connections between casino executives and people who work in eSports daily – from a local, amateur, and professional level.  By bringing in tournament organizers, eSport equipment suppliers, game development studios, game publishers, payment platforms, betting software suppliers, hosting locations, marketing platform providers (such as streamers, and social networks); the CEC will act as a bridge between these two currently disparate industries. 

The post MMW Exclusive Q&A with Ari and Ben Fox of CEC and Gameacon appeared first on Mobile Marketing Watch.

Pioneer Electronics Inc.’s Cycle Sports Division has just announced what it calls Cyclo-Sphere Mobile — a new iPhone® application created to support cyclists riding with Pioneer’s line of Single Leg and Dual Leg Power Meters.

Cyclo-Sphere Mobile app is an extension of Cyclo-Sphere, Pioneer’s free online cloud service created for after-ride analysis.

The new app takes primary ride data collected in Cyclo-Sphere and reformats it for mobile use with a simple-to-use interface that is fast, powerful and available on the cyclist’s iPhone. Cyclo-Sphere Mobile features three new functions exclusive to the new app: Segment Analysis, Ranking and Training Assist.

“Ask any cyclists and they’ll admit that the first thing they do when they’re back from a ride is check out their stats, was my max power better than last time, did I ride faster than my friends on this route. Our new Cyclo-Sphere Mobile app puts the metrics and data analysis cyclists want access to when they’re away from their computers and only have an iPhone available for ride breakdown. If cyclists want more detailed pedaling data and analysis, they always have the option of using Cyclo-Sphere on their PC,” said Russ Johnston, executive vice president of marketing and corporate communications for Pioneer Electronics (USA) Inc. “Our new app is designed to make it easier for cyclists to keep track of their progress in order to improve performance and achieve their goals, whether it’s winning a race or just beating their friends.”

To learn more, check it out here.

The post Pioneer Rolls Out After-Ride Data Analysis on Riders’ Smartphones appeared first on Mobile Marketing Watch.

On Tuesday, our sister site MHW learned that The Programmatic Health Council (PHC), a healthcare marketing advocacy organization, has released a glossary created to help clarify programmatic advertising terminology for healthcare marketers.

The Programmatic Health Glossary defines commonly used programmatic advertising terms and provides examples of how each applies to healthcare marketing for context, creating an industry-specific guide to the complex lexicon of programmatic.

The glossary is the first publication from the PHC.

Programmatic technology has revolutionized the way advertising is bought and sold. It has automated the process and made it easier to aggregate both content and audiences to create critical mass and scale among an increasingly fragmented media landscape. To date, healthcare marketers have been slower to take advantage of the benefits programmatic technology brings into play. The goal of the Programmatic Health Council is to facilitate and further programmatic adoption among the healthcare community by making it more accessible.

If you’re not familiar, The Programmatic Health Council (PHC), is chaired by Chris Neuner of PulsePoint, Inc., and is comprised of more than 20 organizations from across the programmatic and healthcare ecosystems. Member companies include health-related agencies, publishers and data providers, as well as programmatic businesses.

“The programmatic health glossary will help healthcare marketers gain deeper understanding of how to use programmatic advertising technology to deliver relevant information to consumers,” said Neuner in Tuesday’s announcement. “The potential to leverage the combination of scale and data which programmatic provides unlocks a world of marketing opportunities for healthcare marketers which have the potential to be life changing for consumers. I am excited that the Programmatic Health Council has been formed to advance this mission.”

For information about the Programmatic Health Council, click here.

The post A Healthy Future for Programmatic Marketing appeared first on Mobile Marketing Watch.

Smaato, a leading global real-time advertising platform for mobile publishers and app developers, has released its Q2 2017 Global Trends in Mobile Advertising Report.

Smaato conducted an in-depth analysis of the 1.5+ trillion ad impressions delivered on its platform in the second quarter of 2017, and found new data to support the massive growth of video advertising globally, and particularly in-app, which is growing faster over mobile web as a share of digital ad dollars.

According to the official word emailed to MMW on Monday, publishers are doubling down on digital video – a trend characterized as the great “shift to video” – as consumers increasingly desire highly engaging and interactive content.

Led by especially strong momentum in mobile, video has absorbed a much larger share of total ad budgets. According to Smaato, video was the fastest-growing ad format during Q2, with spending on video ads more than doubling (142 percent).

“Smaato took a deeper dive into video and found that certain formats are growing more rapidly than others. While full-screen interstitials remain advertisers’ darlings today, accounting for almost two-thirds of total mobile video ad spending, rewarded video was the fastest-growing format,” the emailed statement reads. “In Q2 2017, rewarded video ad impressions almost doubled (96 percent), ad spending increased 153 percent and eCPMs grew 48 percent.”

Gaming apps in particular have quickly embraced rewarded video, as the positive user experience and high engagement rates keeps audiences hooked.

“In a recent IAB survey, advertisers suggested they plan to spend more than half of their ad budgets on video this year. We are seeing this become a reality across Smaato’s platform, as mobile video is the fastest-growing segment of our business,” said Ragnar Kruse, CEO and co-founder of Smaato. “Based on what we are seeing, we expect mobile video to continue its high growth and become the dominant medium in the years ahead.”

To learn more or to check out the report in full, click here.

The post Smaato: The Great ‘Shift to Video’ In Full Swing for Publishers and Apps appeared first on Mobile Marketing Watch.

On Tuesday, App Annie — a trusted mobile app market data and insights company — announced the launch of comprehensive China Android app usage metrics.

Together with the company’s existing coverage of China iOS download, revenue and usage metrics, App Annie now provides extensive data visibility into the world’s largest mobile app economy.

App Annie’s launch of Android insights in China now offers companies an independent, streamlined and magnified view into how to measure success for their app business across all app markets. This had previously posed a challenge for the mobile industry as the market is fragmented into app stores of different sizes and consumer bases – which made access to digestible, unbiased, and reliable data extremely difficult.

We’re told that these new metrics will help companies truly gauge real mobile app usage behavior in China from real-world users, empowering them to benchmark their success both in China and in international markets.

Further, companies may now use these insights to: shape product development strategies based on high-performing apps in China, keep a pulse on the feature sets driving engagement, and benchmark against international peers to better understand their own performance in a global context.

According to App Annie, Chinese consumers and advertisers spent a grand total of $790 billion via mobile platforms in 2016. App Annie forecasts that by 2021, the number will increase dramatically to $2.59 trillion, especially as mobile commerce continues to thrive. Given the massive install base of Android devices in China—more than 6x larger than iOS—this platform is critical to measure and capitalize on when competing in this enormous and innovative market.

“As a globally-focused company, we are very impressed by the impact the Chinese market has had on the mobile space and are devoted to providing the most reliable data into this market for our customers,” says Bertrand Schmitt, CEO and Co-founder of App Annie. “China is a key leader in mobile and digital trends, and having independent and trustworthy insights into its mobile consumers is critical for businesses to build successful app strategies – both in China and internationally.”

For more information about App Annie and its insight into the Chinese marketplace, click here.

The post App Annie Offers Rare Data Visibility Into the World’s Largest Mobile App Economy appeared first on Mobile Marketing Watch.