AdColony, Mana Partners team up to bring brands into gaming

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 22 December 2020

In-app marketplace AdColony has partnered with brand consultancy firm Mana Partners to help connect brands with the gaming and esports industries.

The tie-up between AdColony and the Singapore-based firm aims to simplify the ways brands in Asia-Pacific can find connection points with the gaming and esports audience.

The sector has been given a boost during the pandemic, with the global esports market expected to generate almost US$ 1.6 billion worth of revenues in 2023, a 15.5% increase in compound annual growth rate from 2018, according to a Newzoo report.

On average, players 18 to 34 years old spend more time playing games than on social media or watching TV. But AdColony says despite the time spent on games dwarfing that of TV four-fold, advertisers spent 40 times less on gaming media.

“With gaming now the biggest entertainment channel for Asia-Pacific consumers, it’s the number one opportunity for brands going into 2021,” says AdColony APAC SVP Tom Simpson.

“We believe AdColony’s extensive experience in the mobile gaming vertical, combined with Mana’s transformative capabilities around gaming and esports partnerships, will open up a myriad of opportunities for advertisers to engage with customers and grow their business.”

Through their relationships with game publishers, professional teams and representing the rights for professional esport leagues, Mana brings advertising opportunities for brands, to augment the in-game, in-app opportunities already offered by AdColony.

“This partnership between Mana and AdColony will see Mana augmenting AdColony’s strategic capabilities, to offer brands a connection with Esports fans,” says Mana Partners founder and chief strategy officers Jamie Lewin.

“With AdColony’s deep subject matter expertise in mobile gaming and history of innovation, we’re thrilled to develop new products, together – bringing brands new and exciting ways to reach these highly engaged consumers.”


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