When people came to the Consumer Electronics Show (CES) in Las Vegas last week, many of them were looking for the same thing. It might come in the form of a new laptop. It could manifest itself through an improved microprocessor. What they were usually looking for, though, is some kind of innovation in the gaming experience. Once they have their new hardware, however, what ultimately matters is the player experience – how fun and friction-free it is to enjoy the latest console, desktop or mobile games. Brands can help game publishers monetize their work through advertising, but they also pose a potential disruption to the player experience, which can lead to bad outcomes all around. Executives from Activation. Blizzard and Zynga recognize this issue, but they maintained there are effective ways to get in front of gamers to raise brand awareness, invite them to their own customer experiences (CX) and make direct purchases. These are some of their player-centric rules of advertising within games, which was the focus of a CES session dubbed ‘gamevertising.'
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