Zynga pulls out the 2022 app monetization strategy crystal ball

Scott Koenigsberg, chief product officer at Zynga, joined Rina Hahm, head of NA-West at Meta Audience Network, onstage at this year’s GamesBeat & Facebook Gaming Summit to talk about what publishers and developers should expect from upcoming ecosystem changes, and what they need to prioritize in 2022.

Market consolidation and vertical integration

Market consolidation and vertical integration in the gaming and ad tech industries has been growing as well, driven by the need to create more efficient marketplaces by consolidating supply and facilitating the use of first-party game data to enhance publishers’ ability to both monetize and acquire players.