happn advertising has announced a new partnership with Gameloft Advertising Solutions (GAS).
The French dating platform has millions of users in several countries worldwide, making its inventory a valuable space for global brands to advertise.
Dating apps and gaming apps target a very similar demographic – the press release notes that GAS can leverage this advantage when looking to help happn maximise its ad revenue.
Bertrand Humblot, Senior Vice President of Advertising at happn, said to Gamasutra: “happn has a presence in more than 50 major cities around the world.
“In order to be able to market our ad space, it’s essential to have a local sales force—whether that be for direct sales, programmatic advertising, and/or putting together special operations or partnerships. Gameloft provides us that expertise and that local presence,”
Millennials are highly sought after by big brands, so collaborations between dating and gaming companies could become more common in future. Tinder, for example, recently reached a sponsorship agreement with a professional eSports team.
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