social game advertising needs standardization
Because advertising is still an add-on for social gaming, advertising needs to be standardized to make it easier for publishers, since their primary concern is game play and gamer experience. The concern isn’t just the appearance of the advertising, and how the game player interacts with it, but also how it fits with the back-end logistics, according to Zynga’s Robert Goldberg: “If the advertising impacts either our players or our production cycles, we won’t do it. So we need standardization to make this work.�
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