Gaming advertising and monetisation platform iion has appointed Yun Yip chief commercial officer.
She will be overseeing the commercial strategy and operations of the company while also leading iion’s marketing function.
Yip, former VP at MediaMath and IAB gaming group member, said she has always thought of iion’s co-founders as trailblazers within the programmatic industry.
"Until now, there hasn’t been a technology that could unite all of the various gaming environments into one space," said Yip.
"However, iion does this seamlessly from end-to-end from creative through to planning, buying, implementation, measurement and analytics. I can’t wait to bring my combined passion for gaming and machine learning to the role whilst also sharing how and why communicating through gaming and gametech enhances a brand’s marketing outcome and resonance.”
Historically, the gaming industry has been male-dominated. But that's all changing. Recent research demonstrates that almost half (46%) of Australian gamers identify as female – up from 38% in 2005.
As women continue making significant strides in the space, both as players and professionals, they are paving the way to a more inclusive and diverse community where all voices can be heard and respected.
And Yip is proud to be part of that shift, challenging stereotypes and breaking down barriers that have existed for too long.
“Whilst I fall into the category of a casual gamer these days, there is a certain perception of ‘gamers’ that I look forward to debunking," she said.
“An increasing number of women are joining the industry just like me because of their passion for gaming. I really respect iion for thoughtfully curating a team that mirrors the diversity of the gaming community and am thrilled to be a part of it.”
Co-founder Sanjaya Molligoda said the ‘typical gamer’ is changing.
"Research shows that the average gamer is 31 years old, and female gamers are more prevalent than ever before," said Molligoda.
"At iion, we’re proud to be completely revolutionising the gaming ecosystem, debunking outdated myths whilst solving measurement and fragmentation challenges in the game advertising market simultaneously.”
iion co-founder Giuseppe Martoriello said one of iion’s core values is to challenge the status quo.
"Beyond Yun’s career experience, her passion for enabling growth through diversity will also be a critical piece not just for iion, but for the broader gaming industry," said Martoriello.
“We are thrilled to welcome Yun to the team. She is a seasoned adtech professional, well-versed in the gaming ecosystem, with a proven track record of success in the programmatic landscape.
"A well-respected leader in the space, her expertise will help us bridge the gap in terms of the uptake of gaming by agencies and brands, showcasing new and exciting ways to create meaningful connections with their audiences.”
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