Sidra Sattar: “AI will bring change, but 5G rollout will reach consumers even faster”

Doing great, looking forward to speaking and meeting my fellow marketers in the space. 

I believe the challenge in UA is and always will be the ability to launch campaigns efficiently and effectively in any economy, season, and/or tentpole event. Our goals at UA are always aggressive, thus we are constantly learning and adapting. With the launch of AI and the ever changing privacy space, we are constantly learning and evolving our campaigns to ensure our ‘cost pers’ still remains strong. 

The greatest opportunity I always say is the next opportunity. In the UA space, or even the marketing space, it is a constant trial and error. There is no marketer that can predict the outcome of the next opportunity without a proper test in place. 

You have to know your consumer – the likes, habits; particularly consumption habits, turn-offs, etc. The more you know your archetype key consumer, the stronger of a marketer you can become to ensure you are delivering a product to that individual that will truly resonate with it. This, of course, goes beyond gaming. 

At our core and ethos at InnoGames we are very data focused. We do not shy from testing but we are very rigorous when it comes to data analysis. The more data and metrics we have and see, the more informed we are as marketers in making decisions. 

This might be my American roots coming through, but I think there is never enough and the sky is the limit when it comes to the gaming marketplace. Consumption habits of gaming audiences are ever-shifting as are interests. There are so many outside and internal factors that allow for the market to continuously grow. That’s not to say that every game or company is going to be an overnight success, but it should not deter anyone from coming into the space to create a product that will be played and enjoyed by the masses. 

It’s hard to say, but I would say. We see different patterns from Boomers, to Gen X and then from Gen X to Millennials. Millennials and Gen Z will also have their differences but some overlap as well. Overall consumption habits with the introduction of AI and other social consumption will create more drastic shifts from generations in my opinion. 

There is an added twist of quirky creativity in the world of gaming. This uniqueness allows for out of the box thinking alongside nimbleness. My time in gaming is definitely allowing me to become a more innovative marketer.

That’s a tough question as CTV is still so new. I would say as it is for any channel in marketing, the key is testing and learning. But you can only learn when you have tracking and attribution available to you. Although this space is growing for CTV, it still needs more time to establish tracking and attribution for itself. Only then can marketers, particularly UA marketers, can determine what value CTV brings to their purchase funnel.

Haha, AI is the newest and as a marketer, I do tend to gravitate towards the shiny new trends. That said, I do think AI will have an impact but it’s hard for me or any marketer to currently say what that impact will be. It’s just too new and we as an industry still have to determine where it can be most useful and if we have the right infrastructure for it. Time will tell for AI but I don’t think we should forget about the 5G roll outs in markets. That means we can reach our consumers even faster and more often, this too will lead to more and more media consumption habit shifts. 

Data and data privacy are major topics of discussion in all major markets and by all advertisers regardless of sector. With AI and data discussions ongoing, it will certainly be a space to watch how we navigate through the developments. 

I would say, do come and join to hear from your fellow UA marketers about what pain points we all share but also perhaps to hear of any best practices that we may be able to offer. Do come say hi. 🙂