Insights from PGC London

Creative Data Labelling/Taxonomy is the next frontier

When it comes to performance analytics and creative concept planning, Creative Data Labelling is the next frontier. Taking existing ads then (using AI or manually) labelling relevant aspects with tags – such as game mechanics, characters, motivations – allows you to see which tags perform best across your creatives. Then it’s a simple matter of scale, generating new creative with these tags in mind.

The rise of the Playable

When teams think playables, Applovin is likely the first name that comes to mind. It’s been the platform of choice to host playables for years, but at PGC we’ve learned that playables are starting to become more important on non-Applovin platforms. Google is trying to step up in that space, and while the tech giant has offered playable hosting for some time, they’re now making a big push to capture more market.

Some quick numbers from the event:

• Top games are putting out over 60 playables per month
• Games produce an average of 2,743 creatives per month, with that number trending upwards
• Non gaming ads only produce 2,365

The conversation then quickly pivoted towards AI, as is often the case when scale is mentioned. AI Playables have been in a precarious position due to the difficulties around implementation and quality, but some major breakthroughs are beginning to appear – playablemaker.com was mentioned, a service that provides AI-generated playables. We will definitely be keeping our eyes on them in the coming weeks and follow their development.