7 reasons why brands should focus on ABM’s gaming inventory

With great excitement, we are pleased to announce our new partnership with Activision Blizzard X Tyroo Comet and the opportunities it creates for brands. In the last couple of years, digital advertising has gained momentum, and Marketers have become more aware of the opportunity to market to the gaming industry’s user base and acquire their business. Today, certain verticals within the industry can gain an advantage if gamers are properly marketed. 

Siddharth Puri, Founder & CEO of Tyroo, talks about his investment thesis for this partnership and why he thinks now is the right time for advertising in the gaming ecosystem.

1. Activision Blizzard is one of the largest game publishers in the world with some of the highest-grossing games on the App Store and Playstore with more than 100 Million+ Users spread across emerging markets in APAC (India/ Thailand/ Vietnam/ Philippines/ Bangladesh/ Malaysia/ Indonesia ) and with a strong content IP across casual gaming and mid-core gaming portfolios providing a brand-safe environment.

2. Shift in privacy landscape is leading to an increase in competition with a strong need for brands to look outside of Google/Facebook to reach audiences, especially in the 25+ age group as internet platforms are giving more access to younger audiences.

3. As gaming ecosystems see high time spent and ARPU shifting in markets like India, suddenly there is a value of attracting 150 Million E-Commerce friendly audiences.

4. Several brands have invested in building programmatic infrastructure to do a lot more data-driven advertising, which is necessary to go after cohorts of audiences that provide relevance and incrementality, and visually engaging experiences.

5. Activision Blizzard was one of those partners who, over the last few years, has aggressively ramped up their offering to present marketers with solutions to these challenges through programmatic supply chain methods.

6. Brands can reach hard-to-reach audiences through a robust female cohort of audiences who are household decision-makers and have established consumer value exchange experiences beyond OTT usage.

7. Gaming presents a 5 Billion USD Advertising opportunity by 2025 across Emerging Markets in APAC.

8. The pandemic has accelerated the organic growth of digital games as mobile app downloads grew by 50% and user engagement went up by 20%, according to the IAMAI Report.

Tyroo Comet will continue to provide brands with access to audiences and technology infrastructure which enables us to scale ARPU as we grow Tyroo Comet into a large growth marketing platform.


Why Brands Should Advertise To Gaming Audiences

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As a Gaming business, we deliberate quite a lot as to who is our customer and why should they buy Game marketing solutions. Broadly, there are 2 brand segments: Endemic and Non-Endemic.

Endemic brands are brands that position a natural space within a market. For example, a car brand participating in a racing event. Endemic brands in Gaming offer products like computer components, gaming peripherals, and games other than the one being viewed. And while there might be a big audience for products like these, it would be a mistake to think that only endemic brands can succeed when advertising in the online gaming and esports ecosystem.

 There’s no single type of gamer. Gamers are everyone. With a massive and growing 3 Billion people who game, 3 out of 5 internet users globally are gamers. Gamers have varied user attributes depending upon the type of gaming content they play or consume. Gaming as a form of media & entertainment appeals to all gender and age, irrespective. Gaming audience should matter to any brand and if that fulfills the media objective. 

Attention metrics are increasingly moving from OTT to gaming and game streaming content. Just to put some number perspective, a massively popular mid-core FPS game title in India is played by 10s and Millions of Daily active players for an average of 120 mins/day. That’s an insane amount of gaming content. 

A brand may or may not have an overarching Gaming Strategy (or may think, they have to convert to an Endemic brand) in order to be successful. 

Moreover, there is a larger, growing culture emerging out of the game viewing audience(esports and game streaming) – one that leaves room for non-endemic brands to succeed in big ways. To break through to this growing community, here are some ways a non-endemic brand can succeed with the gaming and game-streaming audience.

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Audience strategy: Just like a brand buys media from a content publisher, put your audience at the focal point. 

Buy on media inventory quality, premium audience targeting and brand metrics your preferred publisher can deliver, as per your media objective. Or consider buying gaming audiences that are consuming highly engaging gaming content for minutes and hours during the day in a live streaming environment.

a.  Choose your publisher partner righteously – Premium in-gaming solutions come at a premium, however, such solutions deliver high brand ROI. Premium gaming solutions are 100% brand-safe and deliver performance at the highest industry measurement standards.

b.  AAA game publisher partners do have scale today and can offer Direct integrations, as well as Programmatic buying. Isn’t that what a brand would want – flexibility to buy audience/media at scale, through the trusted channel they prefer.

Build Community: Millions of people around the world consider gaming a lifestyle, and from this, a tight-knit and thriving community has emerged. As with most communities, all sorts of cultures and subcultures have grown organically from gaming, so it’s important to view the gaming lifestyle as less about entertainment and more with a human-centric lens. And the beauty is that the scale of these communities has gotten to a point where they are not niched and represent every slice of society!

For example, you might not know that the younger gamer demographics are far less interested in junk food and are instead embracing better for you brands.

or there’s a large proportion of Mom gamers that you could find on some of the premium AAA game publishers like Candy Crush etc.

Integrate with the gaming sphere: Tech-savvy gamers now regularly use tools like ad-blockers and VPNs to shut down ads that historically delivered great exposure. Although a cause for concern for many brands out there, it represents a valuable opportunity to change things up. In the case of the game viewing audience, studying the unique way advertising applies in gaming culture can offer unique advertising solutions for non-endemic brands.

Take the time to consider what this new audience thinks, feels, and enjoys while gaming, and reconsider how your own brand could relate to them in an esports or casual streaming context. And remember that competition and casual are very different mediums for gamers – approach as its own unique beast to get a sense of what appeals to different audience segments.

Explore parallels to draw from: There’s so much more to the gaming world than the games themselves. Cryptocurrency, fashion, and healthy living are fantastic examples of interests that strike a chord in gaming culture, so finding parallels between gaming and your brand is likely easier than you realize.

The first step to finding connections is listening to the audience you want to connect with. Take a personal approach when learning about gaming culture. 

Gamers love brands and ads that add value to their overall gaming experience. 

Remember to get your brand placed in the right publisher property; follow your trusted audience buying channel, and most importantly work with a trusted knowledge partner.



Upcoming Games To Add To Your Gaming List

We recently created our Gaming division @comet and that seems to have spurned a new interest in game playing for a lot of us at work. We thought of creating a list of games that the uninitiated and the pros should have on their ‘must-play’ list.  The new games set for launch in 2022 cover a wide range of genres. Several games will be released this year on the PS5, Xbox Series X/S, PC, and Switch, so there are a lot of choices. We decided to put down a list of the most interesting, upcoming games that you can add to your gaming list and keep an eye on.

Evil Dead: The Game

The Evil Dead is a survival horror video game published by Boss Team Game for all the horror games fanatics out there. It will include multiplayer gaming as well as player versus player (PvP) combat, however, the long-awaited and much-anticipated single-player version will still need internet access. Additionally, the game includes several maps, including the Evil Dead series’ home in the woods, and over 25 weapons, including Ash’s chainsaw and boomstick. 

The Game will be available on Microsoft Windows, Nintendo Switch, PlayStation 4, PlayStation 5, Xbox One, and Xbox Series X/S and is releasing on May 13, 2022.

Two Point Campus

Two Point Campus is a Business simulation game wherein one must construct and manage a university campus. The player is responsible for constructing numerous educational spaces such as classrooms, lecture halls, and libraries, as well as arranging various cultural events and extracurricular activities. It should help you hone a lot of life skills including hiring staff, maintaining the campus’s operations, and looking after the students’ well-being. There really couldn’t be a better way to simulate life. So, if you are a budding entrepreneur, play and learn the art of business.

The game will be published on Windows, Nintendo Switch, PlayStation 4, PlayStation 5, Xbox One, and Xbox Series X/S on August 9, 2022.

Mario Strikers: Battle League

Mario Strikers a sports video game returns with a fresh perspective on football/soccer. It’s a five-on-five sport in which players attempt to score goals by dribbling and passing to teammates while also utilizing tackles, objects, and special shots. You’ll be able to outfit your squad with gear to help them improve their stats, as well as play multiplayer locally and online.

It will be released globally on the Nintendo Switch on June 10, 2022.

Saints Row

The forthcoming action-adventure video game Saints Row is part of the sandbox genre and is a relaunch of the Saints Row franchise. The players will be able to exploit empty properties in guarded areas to start illicit enterprises with valid fronts to help finance and benefit the gang, which is a new feature in this game. The driving experience has been enhanced to encourage the usage of automobiles as weapons in addition to guns. The game will have a sophisticated character builder for the player-character, which will include gender choices. Drop-in cooperative multiplayer with a second player will be available, with each person having their own Boss character and progressing through the game.

The game will be published on PS5, PS4, Xbox Series X, Xbox One, and PC on August 23, 2022.


In the new action role-playing video game Forspoken, Luminous Productions partners with Square Enix. Forspoken tells the narrative of Frey, a young lady from New York who finds herself on the inhospitable planet of Athia. It features magic, parkour, and a variety of otherworldly animals, as well as content from some of the best authors today, including Gary Whitta, Alison Rhymer, Todd Stashwich, and Amy Hennig.

The game will be available on PS5, and PC and is releasing on October 11, 2022.

Gotham Knights

WB Games Montréal is developing and publishing Gotham Knights, an upcoming action role-playing video game. Nightwing, Batgirl, Robin, and Red Hood are charged with restoring justice to Gotham City amid a time of decline following Batman’s death, and the game is based on the DC Comics character Batman and his supporting cast. The heroes clash with the Court of Owls, a secret society as old as Gotham, and their legion of brainwashed assassins known as Talons while investigating Batman’s inexplicable disappearance.

The game will be available on PS4, PS5, Xbox One, Xbox Series X, and PC and is releasing on October 25, 2022.


An upcoming action role-playing game, Starfield, has been announced by Bethesda Game Studios and Bethesda Softworks. In its announcement, Bethesda described the game as a “completely new, next-generation experience into a brand new space-themed universe.” It will be the company’s first intellectual property in more than 25 years.

The game will be available on Xbox Series X, and PC, and is releasing on November 11, 2022.

S.T.A.L.K.E.R 2.0: Heart of Chernobyl

GSC Game World, a Ukrainian game company, has announced a new first-person shooter survival horror video game S.T.A.L.K.E.R 2.0:  Heart of Chernobyl. In this sequel to the critically acclaimed first game, you’ll be exploring the huge Chernobyl Exclusion Zone. The Zone is far more difficult to live in than it was previously, especially following the second nuclear reactor catastrophe. There are dangerous mutants, lethal oddities, and feuding groups to deal with.

The game will be available on Xbox Series X, and PC, on December 8, 2022.

Hogwarts Legacy

Now, this is something for Harry Potter fans. Although it isn’t a direct adaptation of the Harry Potter books, Hogwarts Legacy drew inspiration directly from them. There will, no doubt be plenty of wizardry mischiefs as you will be playing as a student attending Hogwarts during the 1800s, hundreds of years before Harry and co were born. There is plenty to explore in this open-world RPG.

The game will be available on PC, PS5, and Xbox Series X/S and is releasing on Holiday 2022.

So, let’s the game begin

Now that you have the idea, the dates, the platform, and everything listed. You’re ready to have a blast with your family and friends and Tyroo will keep you updated with everything that’s happening in the gaming world.