Moving from one of the gaming's key brands to a mobile ad network - no matter how fast it's growing - might seem to be a strange shift.
Not for Peter Dille though.
Previously SVP of marketing and PlayStation Network at Sony Computer Entertainment America, Tapjoy's newly installed chief marketing officer has hit the ground running.
"It's incredibly exciting. There's so much energy in the sector. I really feel like I'm drinking from the fire hose," Dille says, a month into his new role.
"People are enthralled by their smartphones, and everyone's gaming," he enthuses.
Into the foreground
Of course, as an experienced marketeer, Dille hasn't joined Tapjoy for his own benefit. The company is on an aggressive drive, both in terms of growing its size and revenues, as well as its profile in the mobile advertising and monetisation space.
After all, it's hardly an industry secret that - market conditions allowing - Tapjoy is shaping up for an IPO.
Dille doesn't address that specifically, merely mentioning he's in the process of building his own team to push the company's brand from being industry-oriented to one with more of a consumer angle.
"I don't want to say too much about it yet, but we want to be a more meaningful brand for consumers," he says.
"We're providing great entertainment and offers to 35 million people daily. That's a foundation to build a brand."
Up close and personal
His point is this will feedback into Tapjoy's industry reputation with content developers and the big brand advertisers who are increasingly looking to pump their cash into mobile campaigns that are more effective than TV or web spends.
In particular, Dille points to Tapjoy's recently launched incentivised video ad solution, which he says is already attracting good engagement.
"It's ideal for movie companies and packaged good companies because they're offering something to consumers and we can ensure they're watching the entire video before they get their reward," he explains.
"Mobile advertising is great because it's so direct and personal."
Interview
Contributing Editor
A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.
Related Articles
Top Stories
Feature
6 hours, 54 minutes ago
Why diversified revenue streams are the key to maximising monetisation
Feature
12 hours, 24 minutes ago
Hot Five: Dubai's new Gaming Visa, April's mobile game charts, and Xbox studio closures
News
May 10th, 2024
Week in Views - Xbox's mobile games store is doomed to fail, Sonic meets the Angry Birds, and Apple's iPad problem
Events
Valencia Indie Summit 2024 | Europe | May 16th |
Mobidictum Meetup Berlin May 2024 | Europe | May 16th |
Digital Dragons | Europe | May 19th |
GamesBeat Summit 2024 | North America | May 20th |
Mobidictum Meetup Tallinn May 2024 | Europe | May 21st |
Nordic Game Spring 2024 | Nordic | May 21st |
Impact 2024 - Indie Games | May 23rd | |
MomoCon 2024 | North America | May 24th |