Daily October 6

Though most of marketing is experienced and evaluated on the front end — what the target customer sees or hears — there are times when back-end adjustments and improvements move the proverbial sales needle just as effectively. That was the motivation behind Horizontal Digital, a digital consultancy that specializes in building and optimizing web and mobile experiences for a wide variety of companies, from casinos to shipping firms. Read more below.

• Horizontal saw an opportunity to take on the Deloittes and Accentures by specializing in Salesforce — and servicing the back-end needs of companies looking to draw customers in with strong CSR chops.
• The Digiday+ Future of TV Briefing this week looks at how the playing field among major subscription-based streamers is shaking out as Netflix looks to redouble its grip, Disney+ foresees slowing subscriber growth and others prep expansion plans.
• Ahead of the United Nations COP26 climate conference in Glasgow in November, what can companies do to minimize their environmental impact?
• DreamHack events were popular, but they lacked a cohesive identity, instead straddling the line between the moneymaker of esports and the broader gaming scene from which the festival emerged.
• At the moment, Capti users can choose between a more traditional virtual biking experience, in which they can bike around computer-generated tracks, and a gamified experience in which they collect coins and chase dragons.