The mobile game advertising market has been organized around multiple key intermediaries standing between game companies and gamers, such as ad agencies, media representatives, ad networks, and ad exchanges. As a result, the advertising market for game companies is inefficient and costly. These intermediaries are mainly focused on expanding ad exposure by linking to affiliates media or other intermediaries’ ad networks. They do not know in detail what games gamers are playing these days, how much time they spend on playing games, and where they are located. However, despite the lack of information on gamers, intermediaries collect as high as 30% of the entire advertising costs, adding to the advertising costs of game companies. Increased advertising costs are added to the market transaction fee and the platform distribution fees to reduce the profit margin of the game companies by more than 20%.
With reduced profit margin, game companies are compelled to increase revenue by pressing gamers to spend more money. As a result, the churn among gamers is increasing as more and more gamers give up playing games, forcing game companies to advertise more to seek new gamers, feeding into a vicious circle.
PLACTAL proposes to solve this problem with a decentralized mobile game advertising platform based on applying big data methods to gamers’ data.
The PLACTAL platform uses gamers’ data to connect gamers and game companies without intermediaries using PLACTAL PLAY and PLACTAL AD-CONSOLE. PLACTAL PLAY measures gamers’ gameplay data and rewards gamers with PLACTAL Token(PLT) once their data has been validated.
It enables PLACTAL to make the world’s biggest “Gamer Big Data pool” consisting of real active gamers. PLACTAL analyzes the collected game data and provides the ad tools based on sophisticated audience targeting to game companies. Game companies can maximize advertising efficiency, reduce ad budgets and minimize advertising costs by directly targeting gamers based on country, gender, age, preferred genre, playing games, and execution time using the PLACTAL AD-CONSOLE.
PLACTAL issues the PLACTAL Token (PLT), a cryptocurrency of the platform, and builds a PLACTAL economic ecosystem with PLT as the medium of exchange. Gamers voluntarily provide gameplay data and receive PLT as the reward. Gamers can cash out their PLT and buy game items or invest in game crowdfunding using PLT. The game companies can purchase PLT to promote their games and events to PLACTAL PLAY users. PLACTAL shares the ad revenue coming from the game company with the gamers, creating a new structure whereby the advertising costs of the game companies are feeding back into the game ecosystem.
PLACTAL aims to be an innovative mobile game advertising platform centered on gamers and game companies. We will enable gamers around the world to be the first to earn and use cryptocurrency via smartphones. PLACTAL will become the symbol of the decentralized applications in the mobile game industry.
PLACTAL will launch an ICO to finance the development of PLACTAL PLAY and PLACTAL AD-CONSOLE, with a USD 24M hard cap for the issuance of 40% of the PLT tokens.
The mobile game market continues to grow with the development of mobile technology and the spread of mobile devices. Market researcher Newzoo predicted the size of worldwide mobile game market in 2017 to be $46.1 billion. This figure was up 19.3% from the previous year, with mobile games showing the highest growth rate in the entire game industry. They also predicted that by 2020, mobile games would account for 50% of the total game market, or $64.9 billion. As the mobile game market grows, advertising spending by game companies increase in proportion, and it is estimated that ad spending in the mobile gaming industry accounts for 15% to 20% of the entire game market value. In 2020, the mobile game ad market is expected to grow to over $9.7 billion.
PLACTAL is a decentralized mobile game ad platform based on game data. PLACTAL aims to dramatically improve ad efficiency by eliminating intermediaries’ intervention and connecting game companies and gamers directly based on game data. First, PLACTAL will build a data-sharing economic ecosystem with gamers. Gamers participate in the ecosystem through their voluntary contribution of data and have ownership of the data and the right to decide how it can be utilized. The game data plays the same role as the career of the gamer: the accumulation of a gamer’s data increases this gamer’s value in the game market.
Based on proven gamers data, PLACTAL creates a model for ad revenue by connecting game companies and gamers and shares this income with gamers who provided the data using the PLACTAL PLT token. This incentive system will increase the number of gamers participating in the ecosystem. Gamers can cash out their PLT and buy game items. In the end, a virtuous circle is created in which the ad expenditures of game companies are invested back into the game ecosystem. Besides, PLACTAL can provide a financial reward for non-paying gamers, which accounts for 95% of all gamers; this, in turn, will enable us to convert some non-paying users into paying users. Second, PLACTAL will provide an ad platform to game companies.
As the number of gamers participating in the PLACTAL ecosystem increases, more game companies which need new gamers will be attracted. PLACTAL will analyze gamers’ game data and provide game companies with accurate audience targeting ads tools. Because the gamer’s play data is aggregated in real time, accurate targeting is possible, and the efficiency of the ad will be maximized. PLACTAL will enable game companies to directly recruit gamers through targeted ad campaigns, thereby dramatically reducing the ad cost of game companies. Game companies will use PLT tokens to promote their ads and events to gamers who participate in the PLACTAL ecosystem. PLACTAL also plans to charge ad campaign based on the ad result.
PLACTAL seeks to create a model that encourages the participation of economic communities and shares profits with participants through the use of blockchain and tokens[Appendix 11-3]. The blockchain will serve to ensure transparent transactions between stakeholders, while the token will increase the network effect and the loyalty of platform participants.