TWiG 239: A Ken't Miss Collaboration, Niantic’s Final Folly and the Real Cost of AAA Development
Deconstructor of Fun
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The Impact of Brand Integrations on CPIs
Whenever I see these brand integrations, the only thing I can think of is a decline in CPIs. You add an IP, you're able to basically free ride on all that brand marketing that the movie is taking part in. What I have seen though are elevated KPIs like click-through rate and conversion for two-week completes or retention increases for paid cohorts. So my advice is to make sure that your creative really leverages great gameplay. And then that way you can see actually the benefit, but you're not going to see it in CPI decreases.
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