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Sayollo today announced the launch of its gComm platform, an integrated shopping platform for mobile games. According to the company, it is targeting gComm on Gen Z so they don’t have to leave their games to buy products.
GComm (short for “game commerce”) is an in-game storefront and advertising system that allows game developers and direct-to-consumer brands to offer products within a game. One idea of ââhow it would work, a player would see advertisements for a particular item, and during a hiatus in the game, gComm offers to allow them to purchase that item. If they do, they can purchase the item in the in-game storefront using their phone’s built-in payment device, without ever having to exit the game itself.
Currently, Sayollo has partnered with over 20 direct-to-consumer brands and over a dozen game publishers. Game publishers and advertisers can decide which products will be advertised in which games, in order to maximize potential revenue. Sayollo has already created in-game video ads that are integrated into the game world, and it’s an extension of that.
Sayollo co-founders Jonathan Attias and Eitan Norel said in an interview with GamesBeat that the goal is to reach the Gen Z player audience. As Attias said, âWithin the mobile gaming ecosystem, you have around 3 billion daily active users. This market should provide in-game trading opportunitiesâ¦ This is how people are going to buy from now on.
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They both reiterated that the target audience is Gen Z gamers, who prefer not to leave their apps to shop and are playing mobile games at an increasing rate. A Tapjoy poll earlier this year found that 86% of Gen Z gamers play on mobile and 68% of those surveyed buy on mobile 1-4 times per week. According to the data from this survey, they prefer e-commerce storefronts, and 53% say they engage with award-winning mobile game ads, a number much higher than any other form of in-app advertising.
As Attias and Norel have pointed out, mobile game developers are always on the lookout for new sources of revenue, which they can derive from these in-game purchases. This is also an opportunity for brands to hit a premium. very large and receptive audience. Norel added, âThe brands wanted to get into the game, but they didn’t have the right way to do it. It’s one thing to run an ad, and another to sell something in a game. Now we are finally giving brands the opportunity to promote themselves and see direct results.
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