The last thing mobile gamers want is to be interrupted by an ad. But what if they didn't have to be? What if retailers could sell their products in a less disruptive way?
Gen-Z gamer-focused company Sayollo has developed an in-game purchasing platform called gComm, which aims to develop an all-new market: gaming commerce. The platform was launched December 1.
gComm's gamified purchasing experience is intended to introduce direct-to-consumer (D2C) brands to their target audience, ultimately transforming any mobile game’s environment to an online storefront that enables gamers to complete purchases directly inside the game.
Sayollo created a YouTube video that puts viewers into the gamer’s shoes -- or rather on their motorcycle, dodging cars while clickable billboards featuring real-life products pop up around them. This offers a basic example of how gComm works.
More specifically, Sayollo has developed a software development toolkit (SDK) that allows brands and retailers to embed ads into any game, across any mobile OS, and for any device.They can do this by turning empty game space into native billboards for their products via a simple drop-and-drag technique.
Sayollo's SDK supports both video and static ads.
Sayollo states on its website that gComm introduces a layer of realism that enhances gameplay. But it raises the question of whether or not gamers will still enjoy their favorite mobile games when they are littered with virtual billboard ads.
By eliminating the gap between advertising and purchasing, Sayollo hopes D2C brands and publishers will increase retention rates and monetization without diminishing players' love of a game.
According to a recent statement, gComm has been widely embraced by both game publishers and D2C brands. Over 20 D2C brands representing apparel, accessories, cosmetics, home décor, healthcare services, among others, have signed on.
In addition, a dozen or so global mobile game publishers –– Flying Squirrel Games, T-Bull Games, GameEon, EZ Gamez, Peaksell Games –– have agreed to publish their games with Sayollo.
The reaction from both communities –– game publishers and DTC brands, co-founder and CCO of Sayollo Eitan Norel says, reinforces the vision that the company has for gComm as a leading destination for commerce in the mobile game space. He adds that the company, which has always been very Gen Z-focused, is confident that the platform will be a highly successful solution "for publishers and D2C brands targeting that very elusive audience segment.”
Sayollo picked Project Verte, a cloud-based supply-chain platform powered by AI, to enable its ecommerce ecosystem. Verte's proprietary technology connects the dots between marketplaces, platforms, and third-party logistics (3PLs), and is backed by blockchain to ensure secure data.
In order to streamline the customer experience, Sayollo also partnered with Speechly, the only Voice Interface API provider that supports all browsers with industry-leading accuracy in both Speech Recognition and Natural Language Understanding.
In terms of in-game purchasing, real-life products are not gComm's only focus. As a virtual buying space, it's no secret that gComm and their partnered mobile game publishers are thinking of this platform with the metaverse in mind.
“We are proud to be doing our part to grow the metaverse’s commerce space into a fully functioning economy,” reads Sayollo’s website. “As pioneers in this brand new market category, it was vital for us to ensure that the gComm metaverse incorporates both classic-model and web3 games, as well as the commerce of virtual, physical, and NFT products.
Like many brands hopping on the NFT train, Sayollo believes that buying a cool pair of sneakers online should transfer directly to one's in-game character experience.
In this way, gComm invites advertisers who are embedded in their virtual space to forget about whether or not what they’re selling is virtual or “real.” If this distinction doesn’t exist for Gen Zers, why should it exist for brands?