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Rupert Pay
Head of Advertiser Sales - APAC
Rupert Pay is the Head of Advertiser Sales - APAC at iion, a gaming advertising platform. He assumed this role in July 2024, bringing with him a wealth of experience from previous leadership positions in the advertising and technology sectors. Before joining iion, Pay held significant roles at companies such as Blis, Bonzai, and InMobi, where he focused on advancing advertising strategies across the Asia-Pacific region.12
In his current position, Pay is actively engaging with media agencies to promote the integration of gaming into their advertising strategies. He has expressed surprise at the slow adoption of gaming advertising among brands, despite a substantial audience—81% of Australians reportedly play games for an average of 90 minutes daily.1 Pay emphasizes the need for education within the industry regarding the potential of gaming as a powerful advertising channel, advocating for a shift in how brands approach media planning.1
Rupert Pay's background in agency roles influences his perspective on the importance of measurement and efficacy in advertising. He aims to demonstrate how gaming can effectively enhance customer engagement and brand loyalty.1 His insights were highlighted during discussions at industry events like the IAB Gaming Summit, where he called for more comprehensive comparisons between gaming and traditional digital advertising channels.1
For more details about his professional journey and insights, you can find him on LinkedIn under the username rupertpay.
Highlights
Excellent article by Aimee Edwards from B&T on the meteoric rise of #gaming.
It really is the future of media, and what is also interesting is how young people in particular are opting for collaborative gameplay and development through immersive experiences, rather that one-way media consumption through the likes of VOD.
I feel that there is also a significant new trend emerging in the form of #gamingloyalty that only collaboration permits. We all watched Breaking Bad or Game of Thrones, but they still had a 'shelf life' or 'off' seasons, which affected audience numbers. We've noticed that Roblox's audience is now 41% over the age of 17 - proof, that as the audience and Roblox ecosystem has aged, the former has remained loyal... Something that acutely contributes to the brand holy grail of maintaining and increasing LTV as a key metric, as more and more brand advertising dollars flow in.
iion Sanjaya Molligoda 🔜 DMEXCO Yun Yip (叶偲蕴)Giuseppe Martoriello 🔜 ATS London Wout van Damme 🔜 Dmexco
