Dr Mumbo

Are editorials and advertorials merging into the same thing at Forbes Asia?

Dr Mumbo has always perceived Forbes magazine as something of a staple for the corporate, briefcase-type – a publication of record, if you like.

In fact Dr M was under the impression it served as a credible guide to the markets, share prices and the billionaires with the biggest yacht.

Which is why he was surprised to come across this article in the opinion section by Chris Chong, the founder of PR automation start-up SumoStory. 

However, it wasn’t the future disruption of PR Chong was talking about here, instead it was: ‘How Cryptocurrency will Disrupt South East Asia’s gaming oligopoly.’ Or to put it more accurately, how Chong’s client – the Australian software company iCandy Interactive – will do just that.

Without wanting to put readers to sleep at this early hour, Dr Mumbo can point to a few sections that just cover iCandy’s ‘Nitro’ platform:

“The Nitro cryptocurrency token is based on the Ethereum platform and will enable token-holders to participate in the video game economy by voting for the new games they want to provide funding for. The platform will also be used for engaging with game producers and promoters in the games marketplace, using NOX tokens for in-game items/currency. Finally, game-titles funded by Nitro will share a portion of their revenue with Nitro and NOX holders stand to receive rewards for participation and contribution to the Nitro network. In turn, gamers will be incentivised directly by game studios to try out the new games with perks.”

And again:

“Nitro is the first blockchain-based cryptocurrency project in the world backed by a publicly traded company on an internationally recognised stock exchange, according to Nitro’s Whitepaper. Nitro’s partnership is with Southeast Asian mobile entertainment group, iCandy Interactive Limited. The ASX-listed company is the first to unite game studios in a group collaboration system in Southeast Asia – currently, no other mobile gaming authority is attempting to consolidate the ecosystem and link across markets in the region.”

Dr Mumbo gets it: opinion pieces are by and large these days mostly used as vehicles through which to promote some new product or person.

However, given Forbes’ standing as a globally-renowned business title, Dr M couldn’t help but feel surprised that its usually quite forthright comment section seems to have been use for an exercise in shameless plugging.

In fact, while not listed as sponsored, Dr Mumbo couldn’t help but wonder if this was a cunningly disguised ‘native ad’ as seems to be the trend these days. After all, times are hard for publishers.

Dr Mumbo is still waiting patiently for Forbes‘ answer on the matter. Stay tuned dear readers.

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