"Branded Content is not just advertising, it's an experience"
On June 25th, the newspaper PublicidAD will celebrate the seventh edition of one of the most anticipated events of the year: the Branded Content Forum. To get us warmed up, here's a preview interview with Antonio Ferrer, Head of Advertising, Spain & Portugal at Gameloft for brands. Don't miss it!
What role does Branded Content play for Gameloft for brands?
Branded Content plays a crucial role for us. It allows us to create immersive and highly personalized brand experiences within the gaming environment, connecting authentically and meaningfully with players. For nine years, we have been leading the innovation in advertising content within video games, integrating brands organically to achieve natural and non-intrusive interactions. Thus, we not only enhance the user experience but also strengthen the emotional bond between brands and their audiences.
What are the most innovative Branded Content formats within video games?
In the vibrant world of video games, Branded Content formats have evolved to offer immersive and captivating experiences that resonate with players. Our flagship format is Playable Ads, including Mini-Games, designed to be not only entertaining but also deeply integrated with the brand. These mini-games allow brands to tell stories interactively, creating unforgettable moments for players. In fact, our studies show that nine out of ten users remember the brand after interacting with it in these formats.
We are always at the forefront of innovation, exploring new possibilities with Augmented Reality (AR), Virtual Reality (VR), and the integration of Artificial Intelligence (AI) to offer unique and highly personalized experiences.
How has the demand for Branded Content evolved among advertisers in the past two years?
Over the past two years, we have witnessed explosive growth in the demand for Branded Content among advertisers. Driven by the acceleration of digital strategies, advertisers are increasingly seeking innovative ways to capture the attention of their audiences. Our focus on interactivity and engagement, coupled with the ability to personalize and target specific audiences, has positioned us as leaders in this evolution.
How do you think Artificial Intelligence and other advanced technologies will influence the creation and distribution of Branded Content?
Artificial Intelligence (AI) and advanced technologies are revolutionizing the creation and distribution of Branded Content, taking it to new levels of personalization and effectiveness. At Gameloft for brands, we believe that AI is not just a powerful tool but a true ally for creatives. AI enables us to conceptualize more impactful and relevant branded content, finding innovative and personalized creative directions for each audience.
AI, along with technologies like Augmented Reality (AR) and Virtual Reality (VR), allows us to offer immersive and unforgettable brand experiences tailored to the context and preferences of each player.
This article was originally published in Spanish at Periódico PublicidAD
