AdColony, the in-app marketplace for brands with a focus on gaming, announced that industry veteran Adrian Watkins as its Director of Marketing and Growth, APAC.

In his new role, Adrian will oversee and lead AdColony’s overall growth and best-in-class marketing for its Asia Pacific business. With 20 years of global experience leading growth and marketing for publishers, agencies, and their brands, Adrian was most recently Chief Strategy Officer for theAsianparent under which revenue, traffic and app installs increased significantly (ultimately culminating in Series C investment raise). Prior to his role at theAsianparent, he was Commercial Director International for world-leading Gaming destination IGN Entertainment where he scaled International revenues through expanding the commercial offerings and teams, ecommerce and content syndication partnerships, appointing resellers, and via M&A.

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“I am incredibly excited to join AdColony. In 2020, gaming already reaches more consumers than any other medium (including social media and TV), putting it at the forefront of a brand’s marketing armoury for reaching women and men of all socio-demographics; in fact, (mobile) gaming right now feels like when Social Media exploded to become the new must-have marketing channel 15 years ago. Gaming is now at this same intersection. If a brand is not embracing Gaming as a marketing channel, it is missing out many potential customers.

Joining AdColony was an easy decision as it is perfectly placed to deliver award-winning custom solutions to brands who now realise they need to play in this space. With proprietary immersive advertising creatives, full screen capabilities and respectful reward based interactions with gamers – and now through our new exclusive APAC partnership with ANZU.io where we can sell in-game advertising on mobile and PC and console, it’s really clear that if you think of gaming (and advertising), you have to think AdColony. AdColony also has a very talented and long-serving team, which is a great indicator of a healthy and happy business.”

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Tom Simpson, AdColony SVP, APAC said, “I’ve worked with Adrian across several businesses in the past seven years and I’m delighted he has decided to turn his considerable talents to leading growth and marketing for us in this region. Adrian understands the massive opportunity around mobile gaming, and brings a calm, strategic and entrepreneurial approach to AdColony, which will allow us to grow exponentially. 2021 is shaping up to be a standout year!”

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