CES showcases the latest electronic hardware such as high-definition televisions, gaming computers, wearable devices and WiFi gear, but they all need software including videogames for the fullest “wow” effect.
“We love going to CES. It sets the tone in a lot of ways for the rest of the year,” Gabrielle Heyman, vice president of global brand sales and partnerships at video-game maker Zynga, said in this interview with Beet.TV contributor Rob Williams.
The event gives Zynga a chance to meet with chief marketing officers from many of its advertisers, including streaming services that seek to boost subscribership. Zynga’s roster of titles includes ad-supported casual games that are easy to learn on mobile devices, including “Words With Friends 2,” “Zynga Poker,” “Wizard of Oz Slot Games” and “Merge Dragons!”
“We love being able to hear from our CMOs and senior leadership on what it is that they’re looking for,” Heyman said. “There’s a lot of talk about CTV there. There’s a lot of talk about retail media. And gaming plays such a vital role in that entire ecosystem.”
The expansion of higher-speed 5G networks was a major boost for mobile apps including games, she said. Technological leaps in mobile devices are making them comparable to gaming consoles such as the Xbox or PlayStation.
“There’re some titles that you would think ‘that’s a classic console title’ or ‘that’s a classic PC title,’ but because the technology in phones is just accelerating so rapidly, the level of graphics with the low load of memory is improving significantly, allowing us to have more immersive experiences on your mobile device,” Heyman said.
She recommends that newcomers to CES try to see the show floor where the latest gadgetry is on display.
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