Interviews
Exclusive Q&A with Si Crowhurst, VP Vungle Creative Labs
We usually start with a brief introduction. Could you tell us about yourself and your current role in your organization?
S.C.: At Vungle, we strive to transform how people discover and experience mobile apps. Our goal is to be the trusted guide for growth and engagement, helping our clients optimise ad performance by creating and rapidly adapting ads that maintain user experience. As the VP of Vungle Creative Labs, I lead the charge on creating data-optimised content to drive engagement and increase returns for publishers and advertisers, ranging from indie studios to powerhouse brands.
Vungle Creative Labs’ secret to success is the multidisciplinary DNA of the team that combines creatives, technologists and data analysts. We’re constantly advancing our creativity and automation platform for custom creative, using data and machine learning to ensure our clients are on the leading edge of mobile advertising.
The main focus of this interview is Vungle’s joint initiative with the WHO/UN Call Out to Creatives to Help initiative – for creating ads and in-app advertising for public health awareness. How did this project come up? Who made the first moves?
S.C.: At the height of the pandemic, the United Nations/World Health Organization launched its first ever “call out to creatives to help” and we simply felt that it was an opportunity to create some really impactful work and really live up to our values. In short, we wanted to do our bit.
The focus of the brief was for designers to create visual content explaining what steps people can take to slow the COVID-19 pandemic and tackle harmful misinformation campaigns. In a modern-day ‘Rosie the Riveter’ effort, we pooled our design talent, data analytics and gaming expertise and set to work creating a series of playable ads (i.e. interactive ads). Drilling into the principles of gamification, we created ads to drive user engagement around the key WHO messages of maintaining physical distancing and personal hygiene.
Tell us a bit more about the whole thing. Basically, you send health awareness messages just like in-app advertisements. Tell us more about the processes involved?
S.C.: The campaign strategy we developed and sent into the WHO/UN focused on delivering playable or interactive ads that carried a public health message instead of a consumer brand performance ad. The design process was also similar. We know from our wider work that gamification works in in-app advertising because it triggers powerful human emotions – think: the need for achievement, competition and status; the desire for reward etc. – so we applied the same thinking to this context. In one design, people interacting with the ads had to interact with the screen, swiping back and forth for the duration of time it takes to wash your hands before they could continue in their given app.
What is exactly Vungle’s role in it? Do you use your data, testing and research insights to create, place and run the health awareness in-app ads, just like you do in the case of usual commercial ads?
S.C.: After reviewing the UN/WHO’s main goals and objectives, we selected the playable ad format as the most effective creative medium. Playable ads are dynamic, non-verbal ads that can transcend language and cultural barriers that could otherwise mean that certain messages don’t carry or fall flat. Visual language is a powerful way to drive home messages and encourage positive behaviour. We knew as the weeks of lockdown passed, there had been a significant uplift in mobile app downloads, so this format was really useful given the context.
The team developed several creative options, choosing to capture the key messages of physical distancing and personal hygiene; some of the most salient health messages that many governments have advocated as fundamentally necessary to the emergency response. We then applied creative testing to learn, scale and adapt the ads at rapid speed to enhance user experience while still achieving engagement goals.
How are the users reacting to these health messages through in-app ads. Are their responses in similar lines as towards the commercial ads?
S.C.: We’re delighted to say that the ads have attracted over 36,771,804 million viewers so far, reaching both Apple and Android users in over a dozen countries. Excitingly, the work now also sits in a WHO library of artwork that will be used to educate individuals and communities all across the world as we pass through this global crisis and, hopefully, learn from it for next time. You see the library here: UN COVID-19 Creative Content Hub. In terms of the comparison to commercial ads, the click through rate has been impressive – 55 percent higher than the average click rate for advertising campaigns in apps –, but given the variables involved in the ad content and aims, you can’t really compare apples with oranges!
You recently wrote about monetization strategies for in-app adds during COVID-19 outbreak. How are things going in the in-app monetization front over the last two months? Are the ad engagement and the revenues from in-app monetization going up or down? Would love to hear some stats and observations on this topic.
S.C.: As with every major crisis, the public turns to news and online platforms for information. With school closures and mandatory work-from-home policies, many of us in the industry expected some uptick in the number of mobile games being downloaded, and the initial upsurge post-lockdown was pretty massive. While entertainment advertisers are seeking to leverage this increase in demand and garner extra conversions as a result, it still feels too early to speculate on how things are going in monetisation and how resilient companies will be as we navigate these unchartered waters.
That said, as time goes on, we’re likely to see more and more people turning to apps that run on freemium models. This is what happened in China during the lockdown there. With users flocking to apps, it’s a good time for mobile marketers to strategically optimise their in-app spend, but we recommend engaging with partners who can really help them navigate this uncertain terrain.
We focus on the gaming and gambling sector. The real world of sports has come to a standstill, with all the major sporting events getting cancelled. How did that affect the mobile advertising sector? Is there being a case of another door opening when one door is shut?
S.C.: While in-app advertising for sporting and gambling apps has taken a hit, users have transferred their attention to other apps that help tackle boredom, find some fun or, in many cases, manage their anxieties – for example, anecdotally we know that people have been trying to “upskill” with language apps like Memrise or Duolingo. So, the users are still there, but their allegiance to which apps has simply changed. When sporting events start up again (and as we’ve seen with Premier League football recently restarting), we can expect the sector to see a change in their fortunes.
We shall conclude with a look into the future. What are the major changes, if any, that we could see in mobile advertising? Our readers appreciate your insights on this.
S.C.: AI continues to shape the future of mobile advertising, with the continued proliferation of machine learning algorithmic and automated bidding products from the likes of Facebook and Google having a strong influence. These technologies are taking control away from advertisers with respect to which target levers to pull in their campaigns and instead decisions are being made based on data. This data includes aggregated intelligence from different industries and markets, as well as billions of consumer data points like key words and searches, device types, and geographic locations – all of which will inform what works best in terms of ad spend and budget allocation.
“Seed” audience data – consisting of users who have already shown their interest by taking actions like clicking an ad or purchasing a product – and creative remain the two most impactful levers for a marketer to influence performance and scale. This has led to considerable investment in creative studios and technology that support the ability to produce massive amounts of creative variants, which can be piped into campaigns for testing. Creative that is adaptive and responsive to user preferences will continue to grow.
Finally. short-form, video-sharing apps are a huge trend, and have enormous potential to reshape mobile advertising. Because this type of content feels more native – its users self-describe as creators rather than “influencers,” developing ways to draft behind it is exciting new territory we need to explore.
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Match Hype has just won two industry competitions. Talk us through your product.
Match Hype brings engagement from social media platforms like TikTok and Instagram into the sportsbook. Our technology automatically turns raw sports data into short videos full of sports and betting insights. We have the capacity to create up to a million videos daily in more than 30 languages. We also provide hosting and streaming of the videos, and we track everything in the video thanks to our own player. The high level of video experience and the scale make us unique in the market, and we believe that this innovation is extremely needed in the industry—and the judges in the competitions probably agree with us.
What technologies are you leveraging to deliver such a cutting-edge tool/product?
We have more than six years’ experience in developing dynamic video solutions for clients like Microsoft, HBO, and SAP, and a decade in high-end video production for similarly well-known clients. Match Hype is the essence of this. We have developed our own robust cloud infrastructure that enables us to work on a huge scale. We can also leverage the integration of third-party solutions that help us make the video content rich and engaging. The AI boom came at the right time to help us make the experience for the viewer even better.
Who is Match Hype aimed at?
We focus mostly on sportsbook operators, where we think we can bring the biggest value. But we also have clients on the affiliate and media side. Our “competition” at the moment are creative professionals who are able to create one video at a time. To cover hundreds or thousands of events daily, you need huge manpower. With Match Hype, you don’t need that—it’s all automated. Anybody who appreciates this level of efficiency will benefit.
The end users are any sports fans who enjoy engaging videos. So basically everybody.
Has this industry been slow to embrace video content and unlock the potential it offers? If so, why?
It’s hard for us to talk about the whole industry, as we haven’t been part of it for that long. But iGaming feels like a conservative industry where only truly meaningful innovations make it. Fingers crossed for Match Hype being one of them. We are confident because of our track record in other industries, and mostly thanks to the results of our dynamic videos that are already used by significant igaming industry players.
What makes video content so effective at customer acquisition? How can Match Hype be used in this regard?
People just love video content. In the last review, TikTok said that the average user spends around 90 minutes a day on their platform. Platforms like Spotify used to be music and podcasts only; now they are full of videos. You just can’t ignore that. Video killed the radio star, and a static sportsbook is next to die.
And what about retention? How can it be used to keep players engaged and coming back for more?
Imagine that a 30-second video gives you the exact insights to help you make a betting decision without spending dozens of minutes on different resources to gather all the information. People don’t want to read anymore. This is probably an even bigger strength of Match Hype than user acquisition.
What can we expect from Match Hype in the coming months?
We will establish Match Hype as an industry standard for dynamic video content. We’ll bring many more sports like tennis, basketball horse racing and. We are preparing real-time video use cases—for example, half-time updates in football—and new distribution channels like integration directly into streams. The potential is huge. Stay tuned.
Any final thoughts?
For the last year, we have talked with literally hundreds of iGaming experts, investors, and executives. Almost every one of them sees fan engagement as a huge topic in the upcoming months and years. And video will definitely play a key part in it.
Video says more than a thousand words. Give it a go—watch one of our 30-second videos and see for yourself.
The post Exclusive Q&A w/ Radek Pšurný, CEO at Match Hype appeared first on European Gaming Industry News.
For those that might not know, can you give us a brief overview of Pick’Em Player Props?
In simple terms, the new Pick’Em Player Props product from WA.Technology is almost like a hybrid between fantasy sports and sports betting. In the same vein as traditional player props products that you see in traditional sports, players can select markets on individual players – we have just taken that model and elevated it.
During the game, players can make between two and six bet selections. For example, will Erling Haaland score more or less than 2.5 shots? The number of bet selections the player makes then determines their multiplier. By allowing bettors to unleash their sporting knowledge and provide engaging games for them to play, we are helping our operator partners to not only engage with a wider player base but also to fuel long-term retention. It really is a one-of-a-kind product and one we’re incredibly excited about. It’s already proving to be a top performer in LatAm.
Why has now been the right time to unveil Pick’Em Player Props?
Over the last few years, we’ve seen significant growth in the number of player proposition products. There are several reasons for that. Sports fans have shown a growing affinity for individual players rather than a team. They follow players on social media and engage with content featuring that player.
This reflects the wider trend we’re seeing: the new generation of fans is more in love with the players than the team itself. A great example of this is both Lionel Messi and Cristiano Ronaldo. Bettors worldwide would wager on either of those players and engage with their content regardless of which team they played for or what club they supported.
The appetite for player-driven betting is increasing dramatically, resulting in a greater demand for products specifically tailored to individual athletes.
With more traditional sportsbooks, however, we’ve found that there isn’t as much depth of product regarding player propositions – aside from goal scorer markets. We wanted to change that – we wanted to deliver a fun, engaging product that helps build a sense of community among players.
Since Pick’Em Player Props is also a hybrid of fantasy and sports, it can act as an attractive tool to facilitate new market entries, as fantasy sports are not regulated like sportsbooks or iGaming. Take the US for example. In most states, operators do not need a licence to offer a fantasy sports product. This is the case for many markets around the world, too. I believe this will be an attractive proposition for operators looking to expand their international footprint, and as a truly global provider, we’re here to make that happen.
In your view, what differentiates WA.Technology’s Pick’Em Player Props from other player props products on the market?
Currently, we are the only B2B provider to offer a player propositions product that combines sports and fantasy. A handful of companies in the US offer something similar, but they are all B2C companies – we are bringing something totally unique to the B2B space.
Fantasy Sports have always been popular in the US. But over the last 18 months, we’ve seen a meteoric rise in the demand for player proposition markets; we wanted to develop a product that caters to that growth in demand and delivers something unique for our partners.
For other player props products on the market, something that is worth noting is that the design and UX are doing little to engage Millennial/Gen Z bettors. This audience demands a streamlined UX that is easy to use. Our Pick’Em version has been specifically designed with this demographic in mind, although we have been careful not to disenfranchise other age groups. We have kept the design sleek, streamlined and easy to use to deliver that. It’s extremely well-designed compared to what you might see in a more traditional sportsbook.
The game is straightforward to understand because we have fixed multipliers. This decision differentiates us from more traditional products, where the multipliers vary depending on how many bets you place. It also makes the product much more accessible for players who might otherwise not be familiar with fantasy or player props.
Another major defining factor is that we have ensured players can add multiple bets from different markets together. On most sports betting sites out there, you cannot combine player props markets. You couldn’t, for example, have a bet slip combining Erling Haaland’s Over/Under Shots and Kevin De Bruyne’s Shots on Target. We know this is frustrating for many bettors. We wanted to eliminate that barrier and elevate sports fans’ experience.
How does the level of data granularity influence the design and effectiveness of player proposition betting products, particularly in terms of player engagement and personalised betting options?
We are very fortunate that the data feed we use for our player props markets is the best. We have a wide range of insights and data analytics available, giving us an edge over other companies within the space – this is a serious differentiator.
The enhanced data range means we can deliver many more bespoke, personalised betting options to players while also getting more granular with the markets we can offer.
Our Managed Services Team, which oversees all things trading, also closely monitors the markets that are most popular with players. For example, if we see an influx in bets on ‘shots on target’, we know how to create more promotions around this particular market. We can tailor the CMS to engage better with players and create a more personalised experience.
Players can also ‘favourite’ particular players and clubs. Any market featuring that player will automatically appear when the Pick’Em Player Props application loads up.
Are there any markets where you believe Pick’Em Player Props will prove to be particularly popular? If so, why?
In all honesty, I can’t think of a market where this won’t be popular! Regions such as LatAm present an enormous opportunity for the growth of player proposition markets. I believe we can really plug a gap in the products currently offered to bettors.
Across the continent, we’ve seen players show a real passion for player-focused markets, and we’re here to capitalise on that. In Brazil, for example, if we were to create markets on Neymar, I’d anticipate this would gain much traction!
The real selling point for Pick’Em Player Props here is that we offer an extensive range of sports and markets that cater to a broad audience – but within that, we can personalise sports and bet selections not to overwhelm the player. I’d expect that markets on football will perform exceptionally well across Africa and LatAm, while countries such as South Africa may have a stronger preference for Rugby or Cricket.
Ultimately, it’s about understanding the unique preferences of players within each jurisdiction our partners operate in and tailoring the product accordingly. With teams based in various markets worldwide, we can get to grips with the local knowledge and fully understand what resonates with bettors.
In your view, what are some of the factors behind the growth of player props products in the last 12 months?
Most definitely shows how sports media companies are incorporating more player-specific content into their roster. This already has a huge impact, and I can’t see it changing anytime soon.
Whether it’s interviews with specific players, post-match analytics on performance or even the inherent growth of social media, the balance is undoubtedly tipping more towards the player rather than the team.
Personalisation will also have a considerable knock-on effect on the growth of player propositions. Bettors want more bespoke offers, specific bet suggestions and more instant content tailored to their unique playing habits. With a product like Pick’Em Player Props, you can personalise that betting experience to your heart’s content.
It also becomes much easier for sportsbooks to align with a specific user’s interests when we deliver unmatched data analytics and levels of personalisation that are available via WA.Technology’s product suite.
In short, Pick’Em Player Props gives operators the tools they need to create wide-ranging engagement opportunities without sticking to the rigid sporting calendar, where sometimes you might have to wait several days between a game. By incorporating fantasy sports, we can deliver round-the-clock content much faster, therefore meeting the demands of players. If you want to find out more – make sure to stop by Stand 1095 at SiGMA!
Behind every stellar online slot is an equally stellar maths model. These are becoming more experimental as the industry flirts with an increasing array of innovative new mechanics. We spoke to Pablo Martinez, Math/Design Lead and Founder at maverick game studio Peter & Sons to find out more.
Do you have to be a maths genius to build a slot machine?
Nah, you don’t need to be a maths genius. It’s more about having the right mix of skills and loving what you do. You need to play a lot of games, see what’s working out there, and understand what makes them fun. Knowing maths helps, sure, but it’s more about creating something players want to keep coming back to.
Peter & Sons is known for making games that dare to be different, visually and thematically. Is the underlying math equally experimental?
Definitely! We love pushing boundaries, both in how our games look and how they play. Sure, it’s a bit of a gamble to have a bunch of games with unique mechanics, but we’re all about trying new things. Games like Peter Hunter and our upcoming Muddy Waters are great examples — they bring fresh gameplay and new experiences to the table. Each year, we try to put out at least one or two experimental titles, keeping things interesting while mixing them with more familiar styles.
Do you come up with the maths model first and then build the game around that? Take us through the process of building the game from start to finish.
We usually start with an idea for the mechanics first. We make a quick prototype to see if the concept can work with the maths. Then we bring in the art team to brainstorm themes that will fit well. Once we have a basic prototype, we go through a bunch of tweaks and changes until the art, mechanics, and maths all feel right together. It’s a back-and-forth process where we’re constantly finetuning everything to get the best balance.
Why do you think a mechanic like Megaways was so successful?
Megaways took off because it’s a fun, exciting mechanic that gave players something fresh, but smart brand marketing really helped it catch on.
Is there pressure as a slots developer to come up with the ‘next’ Megaways?
Not really. Coming up with new mechanics is always fun, but it’s not the only way to make a hit. Plenty of top games are just clever twists on classic mechanics. It’s more about creating a great experience that keeps players coming back, whether it’s something brand new or just a fresh spin on something more familiar.
Which slots are more popular, high or low volatility, and why do you think that is?
It depends on the market, but in some unregulated markets — and especially with some operators — high-volatility slots are really popular. A big reason for this is streamers. High-volatility games make for exciting content, so they get a lot of attention and hype online. That thrill factor really draws players in.
Which is your favorite Peter & Sons mechanic and why?
Right now, I’d say the fishing mechanic in our upcoming game Muddy Waters. It’s a new twist on the fishing genre that really brings something fresh to the gameplay. It’s exciting to take a familiar theme and make it feel totally different.
Tell us about the mechanics in your latest release, Barbarossa Revenge.
Barbarossa Revenge is a pirate-themed, high-volatility game with 243 ways to win. It’s a DoubleMax game, meaning the multiplier doubles with each cascade. You’ve also got Multiplier Jumps and a Cashout feature that guarantees wins. During Free Spins, the multipliers don’t reset and can keep growing unlimited. With a max win potential of 30,000x the bet, this game is a real thrill!
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