Video game companies are trying to change gaming’s image and perceptions regarding who plays as part of a plan to convince Madison Avenue that games are a serious advertising vehicle. Some 700 ad execs attended the first annual IAB PlayFronts, April 5 in New York, to hear pitches by Meta, Twitch, Activision Blizzard, Unity, Riot and more. Meanwhile, companies including Comcast’s NBCUniversal and HTC are working on technology to put advertising into cloud-based and streaming video games. Elefund and DIP Capital are among those investing in insertion technology that puts brands directly into the gameplay. Continue reading Video Games Are Becoming a Hot New Advertising Platform

New York-based Take-Two Interactive has agreed to buy social game developer Zynga in a deal valued at $12.7 billion in cash and stock. The move is seen as a bid by the company behind “Grand Theft Auto” and “NBA 2K” to boost its mobile portfolio with Zynga assets like “Words With Friends” and “FarmVille.” Take-Two described the acquisition as a “clear path to bring Take-Two’s console/PC games to mobile,” a category the company’s CEO Strauss Zelnick said on an investor call this week holds “tremendous untapped potential,” citing “Zynga’s leading development, publishing, and live operations teams.” Continue reading Take-Two to Purchase Mobile Gamer Zynga for $12.7 Billion

The COVID-19 pandemic is boosting the multi-billion-dollar video-game industry into the stratosphere, and Big Tech companies predict the trend will endure past the pandemic. Microsoft, for example, plans to acquire the company behind the “Doom” game franchise for $7.5 billion. NPD Group reported that about 244 million people in the U.S. play video games, up 15 percent from a 2018 study. The report added that, “Americans spend an average of 14 hours a week playing video games … compared with 12 hours weekly in 2018.” Continue reading Pandemic Could Have Long-Term Impact on Gaming Industry

Apple rejected Facebook Gaming’s submission to the App Store for at least the fifth time since February. Sources said that, with each rejection, Apple referred to its rules that don’t allow apps with the “main purpose” of distributing casual games. Apple’s App Store is the only officially approved venue for iPhone and iPad owners to find new games (and other programs), which generated about $15 billion in revenue last year. Microsoft president Brad Smith said antitrust regulators need to look at the practices of app stores. Continue reading Apple Rejects Facebook App, Calls for Antitrust Probe Grow

Facebook will release its free Facebook Gaming mobile app, moving up the original June launch as people are sheltering in place due to the COVID-19 pandemic. The app, tested in Southeast Asia and Latin America for 18 months, is designed for creating and watching live game play, a burgeoning sector of the $160 billion global games industry. Having invested in gaming to shed a once-drab reputation, Facebook stated that now 700+ million of its 2.5 billion monthly users engage in gaming. Its rivals in live gaming include Amazon’s Twitch, Google’s YouTube and Microsoft’s Mixer. Continue reading Facebook Bumps Up Release of Mobile App for Live Gaming

Facebook introduced its Fb.gg online gaming hub this summer, created to draw game streamers and their followers away from rival sites such as Amazon-owned Twitch. The hub — featuring videos based on games and streaming celebs that Facebook users follow, as well as Liked Pages and Groups — is going mobile with an Android launch, now in its beta testing stage. The Android version is expected to provide gamers who stream via Facebook Live a more prominent landing page for improved discovery. Continue reading Facebook Launches Android Version of Game Streaming Site

Since Facebook introduced Instant Games on its Messenger platform, its library has grown to 70 games, including “Tetris,” Blackstorm Labs’ “EverWing” and, now, Rovio Entertainment’s “Angry Birds.” Facebook is also now allowing users to live stream their sessions; when a user goes live in an Instant Game, it will stream to his Facebook page and stay posted when he goes offline. Facebook is also debuting an integrated video chat for multiplayer games, which will initially debut only with Zynga’s “Words With Friends.” Continue reading Facebook Adds Instant Games Titles, Multiplayer Video Chat

In its newest effort to keep users on its site and amp up gaming, Facebook introduced Instant Games, which allows users to play 17 different titles in its News Feed and messaging app Messenger. Currently, 15 percent of the time people spend on Facebook is for gaming. The game titles, which will be available on iOS and Android devices and the Web for free, include Bandai Namco Entertainment’s “Pac-Man” and Activision Blizzard’s new “Shuffle Cats Mini.” Instant Games will debut initially in 30 countries. Continue reading Facebook Rolls Out Instant Games in News Feed, Messenger