{"id":69717,"date":"2021-12-22T06:00:00","date_gmt":"2021-12-22T05:00:00","guid":{"rendered":"https:\/\/www.easypromosapp.com\/blog\/facebook-gaming-recommends-that-brands-own-the-players-contact-details\/"},"modified":"2023-07-20T17:58:04","modified_gmt":"2023-07-20T15:58:04","slug":"facebook-gaming-recommends-that-brands-own-the-players-contact-details","status":"publish","type":"post","link":"https:\/\/www.easypromosapp.com\/blog\/en\/facebook-gaming-recommends-that-brands-own-the-players-contact-details\/","title":{"rendered":"Facebook Gaming Recommends that Brands Own the Players\u2019 Contact Details"},"content":{"rendered":"\n

Rick Kelley is Meta\u2019s VP for Gaming, Facebook\u2019s division in charge of live and prerecorded gaming. In Facebook Gaming\u2019s most recent newsletter, Kelly has explained in three videos what\u2019s happening in the industry. And generally, what is happening in the marketing world and everything connected to user data privacy.<\/p>\n\n\n\n

In the first video, Kelly states that a confluence of important changes is redefining performance marketing.<\/p>\n\n\n\n

\u201cThere is a growing, more diverse global audience, a greater demand for privacy, and a changed advertising ecosystem that is impacting the gaming world\u201d explains Kelly. This analysis and its conclusions can be extrapolated to other advertisement sectors, as they fall under the same regulations, and are affected by the same audience trends.<\/p>\n\n\n\n

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There are close to 3 billion gamers. They are very diverse and have many different motivations and span through all age groups.<\/em><\/p>\n<\/blockquote>\n\n\n\n

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Internauts like to play, but they are mindful about their privacy.<\/h2>\n\n\n\n

Just like we had previously stated at Easypromos, and confirmed by the statistics that Facebook has compiled<\/a> in the last years, the amount of gamers has increased, especially as of 2020<\/strong>. This was partially influenced by the pandemic and the intensive use of the internet that the lock-downs provoked. There are close to 3 billion gamers in the world. They are very diverse and have very different motivations<\/strong>. Additionally, the span through the whole age spectrum, as shown in this chart from Kantar that Facebook made public.<\/p>\n\n\n\n

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\"Gamers<\/a><\/figure>\n\n\n\n

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\u201cAs people have become accustomed to gaming anytime from anywhere. They are also more mindful of how businesses use their data. People expect to have the ability to choose and control how they interact with businesses. Whether having a say on what date they share or being more selective in the content they watch. At the core, people want transparency, control, and fair exchange when sharing their data. And this matters as 54% of US mobile gamers are uncomfortable sharing personal information with game developers\u201d. Pointed out Rick Kelley.<\/p>\n\n\n\n

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Regulations on privacy and use of third-party cookies.<\/h2>\n\n\n\n

The first of the three-video series that Facebook has launched is titled \u201cReimagining Games Advertising\u201d. The first one explains how the privacy regulation on the Internet has evolved. There are several milestones in this evolution. This DCN article lays out the history that has led to the cookieless world<\/a>.<\/p>\n\n\n\n

In recent years, governments and regulating bodies have implemented several privacy regulations, as mentioned by Rick Kelley. It all got rolling in 2009 with the E-Privacy guideline. Later on, in 2018, the GRPD was implemented, as well as the CCPA (California Consumer Privacy Act of 2018), effective as of 2020. As a result of these regulations, web-search engine companies have been putting into effect measures to comply with these regulations. Firefox blocked third-party cookies by default in 2019. Google announces that by 2022-23 it will cease to admit third-party cookies. Lastly, Safari started blocking third-party cookies in March 2020.<\/p>\n\n\n\n

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\"Privacy<\/a><\/figure>\n<\/div>\n\n\n

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\u201cWe support these changes because we want to give people more choice and transparency. However, these changes mean that marketers have less data at their disposal. And this is leading to some real challenges, of which I know you are acutely aware\u201d, concludes Facebook Gaming VP. <\/p>\n\n\n\n

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Changes in Facebook Ads performance and costs.<\/h2>\n\n\n\n

It is now harder to evaluate if an Ad has achieved its sales objectives as Facebook Ads reports fail to show it anymore. This is a consequence of the changes in the tracking of users through cookies. In these videos, Facebook acknowledges its clients’ requests and frustration and states that they are actively looking for a solution. Nonetheless, they also note that we are now entering a new level of performance marketing. \u201cThe aforementioned changes mean the future will be less reliant on individual third-party data, and this is where we welcome innovation\u201d, stated Rick Kelley. \u201cBusinesses will have to think differently about everything: marketing, strategy, creative, privacy; and approach them in new ways. This new approach will define the future of performance marketing\u201d, added Kelly. <\/p>\n\n\n\n

These Facebook Gaming videos clearly explain the inflection point in the marketing world that we are currently living in due to regulation changes and the evolution of online audiences<\/strong>. In the second video, Facebook talks about the solutions that Meta is developing to optimize marketing campaigns\u2019 performance on their platform. Finally, in the third video, they recommend the actions that brands should undertake to face this new level<\/strong> -or ecosystem- of performance marketing.<\/p>\n\n\n\n

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\"Changes<\/a><\/figure>\n<\/div>\n\n\n

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It is now harder to evaluate if an Ad has achieved its sales objectives as Facebook Ads reports fail to show it anymore. This is a consequence of the changes in the tracking of users through cookies. In these videos, Facebook acknowledges its clients’ requests and frustration and states that they are actively looking for a solution. Nonetheless, they also note that we are now entering a new level of performance marketing. \u201cThe aforementioned changes mean the future will be less reliant on individual third-party data, and this is where we welcome innovation\u201d, stated Rick Kelley. \u201cBusinesses will have to think differently about everything: marketing, strategy, creative, privacy; and approach them in new ways. This new approach will define the future of performance marketing\u201d, added Kelly. <\/p>\n\n\n\n

These Facebook Gaming videos clearly explain the inflection point in the marketing world that we are currently living in due to regulation changes and the evolution of online audiences<\/strong>. In the second video, Facebook talks about the solutions that Meta is developing to optimize marketing campaigns\u2019 performance on their platform. Finally, in the third video, they recommend the actions that brands should undertake to face this new level<\/strong> -or ecosystem- of performance marketing.<\/p>\n\n\n\n

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\"Actions<\/a><\/figure>\n<\/div>\n\n\n

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Meta\u2019s measures and developments to maximize performance<\/h2>\n\n\n\n

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It looks like many Facebook Ads clients from the gaming sector have expressed their dissatisfaction regarding the campaigns\u2019 performance in the last months. Rick Kelly has said that they are listening to them and taking action in several ways. And that they will continue to develop and inform about them as they are implemented. Furthermore, he groups these measures into three broad categories<\/p>\n\n\n\n