GamesBeat Summit: Why “gametainment” and brand is the future of game marketing

What do ice cream and games have in common? Not enough. In the consumer packaged goods world, brand is life. But in the game industry, especially in mobile games, marketing tends toward the functional, with a focus on the bottom of the funnel where ROI seems much easier to demonstrate.

However, with competition growing and performance marketing becoming an increasing challenge, it might be time to turn to lessons from the CPG world. Iconic brands can live forever — and connecting deeply with consumers is what makes the difference, said Laura Keren, VP of marketing at Playtika.