A featured contribution from Leadership Perspectives: a curated forum reserved for leaders nominated by our subscribers and vetted by the Construction Tech Review Advisory Board.
azerion
The Evolution of Gaming Content and its Impact
Michelle Leal possesses a robust 12-year tenure within the content sector, marked by a fascinating evolution from the early days of SMS distribution to her current role at Azerion, specializing in gaming content. Her journey commenced during an era preceding the widespread adoption of smartphones in the region, where she collaborated with partners to disseminate SMS content across English-speaking Africa. Her expertise expanded beyond SMS into the realm of digital content, encompassing video streaming services, sporting alerts, and eventually, gaming. Joining Azerion in 2021, Michelle harnessed her experience to focus squarely on gaming content distribution, leveraging her wealth of knowledge to reach a global audience with an array of browser games.
In an interview with CIOApplications Europe magazine,Michelle Leal shares her insights into the successful execution of gaming content, future organizational plans, and leadership strategies.
What specific impacts on the challenges you encounter in satisfying your business requirements do you foresee with the new developments in gaming services?
There are multifaceted challenges within the gaming industry, especially amidst the shifting dynamics brought about by the COVID-19 pandemic and the rapid proliferation of gaming content. The pandemic led to a surge in game consumption as people sought entertainment during lockdowns, resulting in increased demand for gaming content across various demographics. However, this demand surge posed challenges, including behavioral shifts among players, who now engage with games within more restricted time frames. The ease and affordability of game development using AI have inundated the market with an excess of content, surpassing the available time users have to engage with these games.
To address these challenges, we focus on offering tailored solutions. By curating specific game catalogs that align with publishers' target audiences, we ensure that the right content reaches the right users. This approach enhances user experiences within publisher sites and streamlines content discovery, facilitating an engaging and personalized gaming experience for users based on their preferences and demographics. Our goal is to simplify content navigation within publisher platforms, ensuring users easily access the games they desire amidst a sea of available options.
Our game catalog caters to a range of audiences, from younger players to seniors, including the 65 Plus crossword enthusiasts.
We specialize in mobile games and browser-based games, offering a portfolio predominantly consisting of casual, snack-style gaming experiences. Unlike console games or AAA titles on platforms like Steam, Azerion's focus is on creating smaller, more accessible games that are monetized solely through advertising.
Leveraging our position as a significant advertising provider, we support publishers by providing engaging gaming content that keeps the audience immersed within their respective platforms. This approach offers free-to-play games while facilitating increased user engagement for publishers by integrating tailored gaming experiences within our platforms.
Can you share your experiences from one of the projects that you were recently involved in?
In a recent gaming project at Azerion, our main focus was supporting publishers by tailoring gaming content to keep their audiences engaged on their platforms. Through detailed discussions and an understanding of publisher needs, we curated a localized catalog of brain teaser games, such as crosswords or arrow words, matching language preferences in specific markets like offering ‘error word’ puzzles in Germany. This content integration enhanced user engagement, complementing editorial material and driving daily returns due to the catalog's dynamic nature. Our method in crafting and customizing this catalog directly met publisher requirements, effectively boosting audience engagement within their platforms.
What recommendations or cautions do you have for professionals in your field who are working in other companies in the gaming industry, focusing on important do’s and don’ts?
Understanding the audience remains paramount in maintaining engagement regardless of the content format. In the gaming industry, recognizing diverse engagement patterns is key. Not all gamers are necessarily playing; some might be avidly watching influencers play. It's crucial to adapt and evolve with these changing user behaviors.
We aim to tap into these varied player preferences by collaborating with targeted developers, ensuring engagement across genres and audience preferences.
For content creators, the focus should be on keeping users engaged, whether through gameplay or watching content. Recognizing and catering to these varied engagement preferences is vital. Embracing different formats to keep users connected is essential in this digital landscape flooded with content. Ultimately, the goal is to continuously adapt and engage users in various ways, meeting their preferences while ensuring a lasting connection to your content.
In the realm of gaming industry technology, which trend do you find most exciting, and what elements contribute to making it particularly compelling for you?
The most thrilling aspect for me within the gaming industry is its universal appeal and the diversity of engagement across generations and geographies. Witnessing gaming's prevalence among Generation Alpha, Gen Z, Gen X, and boomers is fascinating. Each generation engages with gaming differently—some across multiple devices and channels, while others prefer specific platforms or mediums.
What excites me is our ability to cater to this vast spectrum through our diverse catalog. We aim to tap into these varied player preferences by collaborating with targeted developers, ensuring engagement across genres and audience preferences. This diversity keeps the industry dynamic and continuously engaging.
The challenge and excitement lie in understanding the needs of these diverse player bases and delivering content that resonates with each, keeping them immersed and satisfied with our games. This constant evolution and adaptation across generations and preferences truly motivates and drives my passion within the gaming industry.
