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This year's Super Bowl showed a new group of advertisers—mobile games—aiming to take over the world's biggest marketing event. And while it's easy to chalk up these companies' TV investments to big marketing budgets, (Machine Zone's Game of War: Fire Age reportedly launched a campaign with Kate Upton in November backed by $40 million in media) it's part of a more interesting trend that's shaking up technology and digital brands.
Three mobile games—Game of War, Heroes Charge and Clash of Clans—ran in-game ads during this weekend's Super Bowl broadcast, suggesting that brands are ditching their gamer reputations to become mainstream forms of entertainment.