MCV/DEVELOP gives industry professionals a platform for their views. Do you have a burning hot take for the world of games? Get in touch!
RETAIL MEDIA NETWORKS: THE GAMING INDUSTRY’S UNTAPPED POWER-UP
THE GAMING INDUSTRY has long been the vanguard of innovation. Whether it is pioneering new monetisation models, launching virtual economies, or pushing the boundaries of player engagement. But as Retail Media Networks (RMNs) take the advertising world by storm, one question looms large: why hasn’t gaming, an inherently data-driven industry, joined this $280 billion revolution?
The opportunity is twofold: First, RMNs
By Adam Smart, Director of Product, Gaming, Appsflyer
provide gaming companies with valuable behavioural data, allowing them to enhance user acquisition (UA) strategies and deliver hyper- targeted advertising. This new source of data can help gaming apps understand their users deeply, refining their UA efforts by leveraging real-world consumer behaviours. Second, RMNs open up new revenue streams by enabling gaming companies to monetise their first-party data in a privacy-safe way. Instead of solely relying on traditional in-game purchases and ads, gaming companies can leverage their wealth behavioural insights to attract advertisers and brands to engage with highly targeted audiences.
RMNs thrive on the ability to transform first- party data into gold, delivering hyper-targeted, privacy-safe advertising at scale. From airlines like Delta turning loyalty points into advertising ecosystems to Walmart Connect reshaping retail engagement, the RMN model is transforming
22 | MCV/DEVELOP April/May 2025
industries ... and gaming? It is sitting on one of the richest veins of first-party data imaginable – player behaviour – but has yet to tap into the full potential of this opportunity.
WHAT IS HOLDING GAMING BACK? Let us call it out. Two big fears are keeping gaming companies on the sidelines. Firstly, they are already pros at monetisation.
From their perspective, why fix what is not broken? Gaming companies already squeeze every pixel of value from ads, in-app purchases, and UA campaigns. Adding a new revenue model like RMNs might feel like reinventing the wheel. Secondly, data is the guarded crown jewel. For most developers, data is the core asset. The one thing they guard with Dragonborn-like zeal. Sharing or monetising it, even through secure, privacy-first platforms, feels like a risky proposition unless the upside is astronomical. But here is the thing: RMNs are not just about monetisation. They are about creating smarter ecosystems that benefit everyone – players, brands, and developers alike.
WHY RMNS MAKE PERFECT SENSE FOR GAMING
In-game advertising is evolving beyond static placements, creating personalised experiences that align with player behaviour. Picture a racing game where billboards dynamically update
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54
