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Exclusive Q&A with Si Crowhurst, VP Vungle Creative Labs
Reading Time: 5 minutes
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.
Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Exclusive Q&A with Si Crowhurst, VP Vungle Creative Labs
Reading Time: 2 minutes
Industry veterans unveil passion project studio promising premium games and cutting-edge tech
ScatterKings has launched into the market with an electrifying mission – to shake up an online casino vertical saturated with cookie-cutter content.
A true labour of love from battle-tested developers, the brand-new studio, years in the making, is channelling its expertise into games crafted with soul.
Leading the charge is Coins of Cleo, which has already been released alongside Genie’s Golden Lamps, Big Bob and their signature Gold Lock games. Each one is a testament to what happens when proven mechanics meet genuine artistic vision.
Every game features hand-drawn graphics developed with meticulous care, combining traditional craftsmanship with cloud-native, AI-enhanced technology that powers seamless performance. This is entertainment built by hands and hearts, not automated processes.
With focus on key, strategic partnerships, ScatterKings will also craft bespoke content for operators, blending premium production values with localised themes that resonate with players.
The studio’s founding trio brings decades of combined industry expertise, all formerly holding senior positions with NOVOMATIC’s interactive division. Steven Batchelor-Manning (Chief Technology Officer), Boro Brumen (Chief Product Officer) and Steven Cross (Chief Commercial Officer) lead a growing global team focused on product excellence and commercial expansion.
The studio has regulatory compliance baked into its core, with its sights set on launching its content in numerous European jurisdictions within the next few months.
Steven Cross, CCO at ScatterKings, said: “After years of hard work behind the scenes, we’re buzzing to officially launch into the iGaming market. There are some truly great studios in this industry, but the overall quality is dropping as the market becomes increasingly saturated. What we need isn’t more games – we need better ones full of personality and genuine craftsmanship.
“Operators are at the heart of our roadmap, and we have some major strategic partnerships coming that we’re excited to announce. We have a hugely talented team behind us, blending hand-crafted creativity with advanced AI-driven technology to build content with passion — titles players know they can trust. We can’t wait to introduce our content to players, and we’re only just getting started.”
The post ScatterKings debuts in iGaming market with portfolio of vibrant, hand-crafted slots appeared first on European Gaming Industry News.
Reading Time: 3 minutes
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Real-money prediction app designed to fill a current void in the UK market
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Unique player-vs-player game mechanics designed to add excitement to every Premier League gameweek
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UKGC-licensed pool-based product launched on iOS and Android
Sweepmate, a new real-money, pool-based gaming platform, has launched to provide a “sweepstake with a twist” for sport fans in the UK.
Sweepmate, available on iOS and Android, blends the familiarity of a traditional sweepstake, the excitement of fantasy sports and the strategy of trading to give players a unique way to engage with events. The app has launched with Premier League predictions, with further events and sports planned in the coming months.
On Sweepmate, the Premier league table resets every single week and the standing can be seen live in app, with data provided by leading data providers Sportradar.
Sweepmate’s platform facilitates UKGC-licensed pool-based gameplay but does not itself act as a bookmaker or take positions on outcomes.
The prize pool, determined by the number of entrants, is split between players who make successful predictions, with 50% awarded to the team finishing first, 20% to the team finishing fourth and 30% to the team finishing last in a given Sprint.
Another twist comes as players have the option to trade teams during the Sprint, known as “Sweeping”.
Sweepmate was granted a UKGC licence earlier this year and is being officially launched ahead of this weekend’s Premier League fixtures.
Sweepmate is founded by Lloyd Bidder, assistant director at one of the Big Four accountancy firms, and Johnny Barnes – founder of soft drinks company Soho Juice Co, a non-carbonated beverage sold across three continents.
Picking up where Draftkings left off
Barnes said: “The ambition is to fill the void that Draftkings have left with a novel, original game. The format can apply across almost any sports and entertainment event – from the Euros to Eurovision.
“Sweepmate is simple: pick three teams and if they finish first, fourth or last then you win. No new teams are minted 90 minutes before kick-off so there’s a great scarcity value and you can buy or sell teams during the gameweek.
“Sweepmate is not a bookie as we don’t set odds or take a position. Because we’re a pool-based game, we want people to win and we try to provide as much information as possible to players. We pride ourselves on customer service and offer free weekly preview and review shows as well as a complimentary concierge service.
“Our goal is to create a product that keeps fans engaged right across the weekend, whether their favourite club is winning or not. It’s about adding an extra layer of excitement to the Premier League and giving players a reason to stay invested in every result.”
Leeds are top of the league?
Sweepmate’s unique scoring method means the table at the end of each Sprint doesn’t always look the same as the Premier League table. Teams are ranked based on goal difference, goals scored, shots on and off target, and red and yellow cards.
After 11 Premier League gameweeks so far, nine different teams have finished first, nine different teams have finished fourth and eight different teams have finished last.
Late drama in matches has had a significant bearing on each week’s standings, nine of 11 weeks decided after 80 minutes, and eight of them decided after 90 minutes. Two of the 11 weeks were decided by the final match of the gameweek.
Last season Tottenham had the joint-most first-place finishes in Sweepmate, despite finishing 17th in the Premier League. So far this season, both West Ham and Leeds have finished top and bottom in different weeks.
Sweepmate is designed to provide excitement across the entire Premier League gameweek. As an example in gameweek eight (October 18th to 20th), fourth place was determined by a goal in the last minute of the last game (West Ham vs Brentford) and in seven of the eight Premier League game weeks played so far positions have changed due to goals in the 82nd minute or later.
Download Sweepmate on iOS and Android.
The post Sweepmate launches to blend thrill of sweepstakes, fantasy sports and trading for fans appeared first on European Gaming Industry News.
Reading Time: 2 minutes
EGT will send off this year’s gaming events season with another memorable participation in BEGE Expo. Traditionally, guests will be able to enjoy a wide selection of brand-new innovative products and bestsellers, as well as other surprises at the company’s stand 2.22 on November 26th and 27th.
Following their recent successful debut, the two new models from EGT’s Supreme series, S 55 V ST and S 55 S ST, will be presented to the local gaming audience for the first time during the show. Featuring captivating 55-inch UHD 4K displays, they will make a long-lasting impression on visitors with their stunning visuals, numerous interactive features, and smooth gameplay.
Alongside the General mixes, the Supreme cabinets will reveal the fascinating world of Supreme Selection Series multigames, including its latest addition – Jackpot Supreme Purple Selection mix. It will stand out with its premium collection of 50 exciting titles, blending well-established favorites and fresh new offerings with great potential.
Attendees will also be able to get acquainted with another brand-new multigame from the EGT portfolio – Power Red Selection. Including 54 titles, it will provide players with the opportunity to try their luck with both classic slots and roulette games, which can be set as Single Zero (European) or Double Zero (American) roulette.
The company’s jackpot family will be represented by the top-performing Asian-themed Zhao Cai Shuang Yu, Sheng Sheng Bu Xi, the absolute bestseller Bell Link, as well as Bell Link Boost and Gods & Kings Link with their new additions Bell Link Boost 2 and Gods & Kings Link 2.
EGT will also showcase its latest ETG developments. Guests will be able to learn more about the new Parallel Spins roulette center. It provides a state-of-the-art multiplayer experience with dual G RSA roulette centers positioned side by side. It allows simultaneous gameplay across both wheels, while a shared overhead structure delivers attractive options for branding and excellent visibility. Dedicated software enables true parallel spin functionality, which adds even more thrill to the game and increases player engagement.
EGT’s casino management system Spider with its 15 modules will be on display as well to demonstrate that it can be an indispensable assistant to casino managers in organizing daily activities at gaming venues. Numerous AWP and VLT solutions, created specifically for different markets, will complement the company’s product selection for the show.
EGT Digital will also showcase its rich variety of casino games, as well as the in-house developed iGaming platform X-Nave, providing operators with everything they need to build and grow a successful online business.
Nadia Popova, Chief Revenue Officer and VP Sales & Marketing at EGT, commented: “It is always a pleasure for us to take part in BEGE Expo – the largest gaming exhibition on the Balkan Peninsula, bringing together industry professionals from the whole region. Once again this year, we will welcome our partners, clients and friends at our stand to share our upcoming initiatives and discuss how together we can achieve even greater success.”
The post EGT to reveal advanced Supreme cabinets and multigame mixes at BEGE Expo 2025 appeared first on European Gaming Industry News.
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