Should you be bringing your creatives in-house?

Originally published on GamesIndustry.biz by Dan Greenberg

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In recent years, with user acquisition becoming increasingly automated, the focus on creatives has heightened within game studios — nailing the ad creative is one of the few ways to get the edge on the competition.

To keep up, there’s been a growing trend of bringing creative production in-house — either completely or in a hybrid mode that shares some responsibilities with an outsourced third-party.

Here are some tips for deciding which approach is right for you.

The case for in-house1. Control

With an in-house team, studios can own the end-to-end ad creative process, from ideation to optimization. As an organic

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