In this edition of Mobile Monday, we are taking a look at how one mobile app is driving pedestrians into the businesses of its advertising partners and what an upcoming title may mean for the prevalence of truly cross-platform gameplay.
Pokémon & Pedestrians
The overwhelming success of Pokémon go is just that: overwhelming. It was no surprise that it won Mobile Game of the Year at the 2017 Game Developers Choice Awards. It’s also no surprise that the game’s ability to drive people out of their house has been appealing to brands.
In fact, according to a speech given by Niantic CEO John Hanke at Mobile World Congress in Barcelona last week, Pokémon Go has “driven more than 500 million store visits for retail brands” that partnered with the game. It’s yet another testament of the power of mobile apps to generate real, tangible outcomes for retailers.
While this signal the power of native ad integrations, it is still advisable to step carefully into this realm. According to a recent report by MediaRadar, over a third of publishers are not compliant with the FTC’s latest regulations on advertising fairness and transparency with respect to native ads.
Unreal’s Cross-Platform Reality
Last week, Epic Games announced Battle Breakers, its new cross-platform title designed to be enjoyed on both desktop and mobile devices interchangeably. While the release date hasn’t yet been announced, previews at GDC last week offered a glimpse that excited numerous industry reviewers.
Of course, the engine powering this cross-platform play is none other than Unreal Engine 4. While the development of the new Battle Breakers title is pleasant news for the Unreal Engine, the best news at GDC for Epic Games came during the Game Developers Choice Awards, where Unreal Engine creator and Epic Games founder Tim Sweeney was given the Lifetime Achievement Award.
About AdColony Mobile Mondays
Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday? Tweet it to @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.
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