Jam City president thinks every developer should think about branded content

Not every developer is willing to commit to creating an entire game based on licensed IP, but Jam City president and chief operating officer Josh Yguado thinks every developer should at least consider incorporating branded events. “As a game developer, it’s something everyone should think about,” he said onstage at today at the GamesBeat Summit in Mill Valley, California, “because I think there’s really interesting ways that are pretty untapped right now to just do great two-week, three-week, month-long events that fans really like.”

Yguado sat down with Creative Artists Agency head of mobile Michael Blank for a fireside chat about how shorter in-game promotional opportunities can give developers a chance to experiment with what it’s like to partner with celebrities and franchises in an authentic way. And authenticity is a concept that comes back over and over again.