Connecting Brands and Players: The Strategy of Gameloft for brands
With over 24 years of experience, Gameloft has developed more than 190 games that have captured the attention of millions of players around the world. Antonio Ferrer, Head of Advertising for Spain & Portugal, discusses the company's historical achievements, the audiences most sought after by advertisers, and how Gameloft for brands "is revolutionizing" in-game advertising with its COMBO! platform. From integrating non-intrusive ads to creating highly interactive branded content, Ferrer highlights how Gameloft continues to innovate to offer enriching experiences for both players and advertisers.
Gameloft has been a prominent figure in the video game industry for years. Could you highlight some of the most significant achievements in the company's history?
Gameloft has been a pioneer in the industry, dedicating more than 24 years to innovation and the development of mobile video games. We have launched over 190 games, reaching millions of players worldwide with titles as iconic and beloved by our users as the Asphalt series, Dragon Mania Legends, and Minion Rush. All of them are leaders in their respective genres. Additionally, over the past nine years, our Gameloft for brands division has played a crucial role. In response to the growth and demand in the sector, we have launched COMBO!, an in-game advertising platform that integrates our advertising solutions with an innovative network that includes our extensive game library and that of other renowned developers, such as King, creators of the Candy Crush saga, Outfit 7 with My Talking Tom, or Rovio, creators of Angry Birds.
What audiences are most sought after by advertisers in the video game environment?
Video games cover an incredible diversity of audiences, allowing us to reach different demographics, from young people to adults and families. Indeed, everyone plays! According to data from the Spanish Video Game Association (AEVI), there are over 18.2 million players in Spain, 47% of whom are women who spend an average of 7.42 hours per week on this activity.
Locally, our COMBO! platform enables advertisers to access more than 5.5 million active players in Spain, covering all generations, from children and Generation Z to Millennials and Generation X. This uniquely positions us to meet the needs of advertisers looking to impact specific audiences through such a universal and appealing medium as video games.
Which video game genres primarily capture the interest of players?
The popularity of video game genres varies with current trends, but some consistently capture the interest of large audiences. Action, role-playing, sports, adventure, first-person shooters (FPS), puzzles, and role-playing games (RPG) remain favorites. The age of players also influences their genre preferences. Younger players tend to lean towards more dynamic and visually stimulating games, while more mature players often prefer titles with complex plots and strategic challenges. Despite passing fads, the diversity of interests and ages ensures a constant demand for a variety of genres.
Considering the growing interest of parents in participating in gaming activities with their children, how has Gameloft for brands adapted its products to enhance accessibility and engagement with this family audience?
We have noticed a significant increase in the number of parents who play video games, many of whom seek experiences to enjoy with their children. In response to this trend, we have developed COMBO! Kids, a platform specifically designed to be attractive and safe for children. This platform not only offers advertising in games that are appropriate for the child audience but also complies with strict safety and privacy regulations, including COPPA, GDPR, and IAB standards. This ensures that parents can trust the content their children access, allowing them to enjoy the game together and strengthening family bonds through interactive and educational activities.
COMBO! stands out for its non-intrusive integration of ads during key moments of the game. How do you identify these moments and ensure that the ads add value to the player experience without being disruptive?
Our strategy focuses on the intelligent integration of ads that naturally complement the gaming experience. We identify key moments when players are most receptive, such as after completing a level or during loading screens. At these moments, we introduce incentivized ads that offer in-game rewards, which not only provide additional value but also maintain the immersion and dynamics of the game. These ads are carefully designed to be attractive and relevant, ensuring a positive perception from the players.
This article was originally published in Spanish at Periódico PublicidAD
