Game, Set, Match: Immersive advertisements bring home the best results
In games, players are often more courageous, decisive or cooperative than in real life. Each new level is an exciting new challenge accepted with high motivation. Completed missions and successes are shared via social media and celebrated among the network. In a nutshell: games captivate audiences, and the quality of all games, including mobile games, is also, from a qualitative perspective, fully competitive with all videogames on the market. For years now, mobile devices have been the first choice for gamers: Smartphones are the most popular gaming device around the globe (Newzoo). Gameloft for brands’ ˈCOMBO!. All COMBO network partners are top game publishers and, have great expertise in immersive gaming experiences and a thrilling portfolio of games. For advertising and marketing experts, immersion is fascinating and can make a big difference in advertising effectiveness. An immersive context is often accompanied by high attention towards in-game ads: 41 percent of respondents (in a survey by Emarketer / Tapjoy) say they are more likely to pay attention to ads in the context and environment of mobile games – compared to only 17 percent attention rate on online platforms!
The game design of video games is so enriched and can be so great in detail that users can truly feel the cold or heat, a sunrise – as well as wounds or fouls, whether inflicted by a crossbow or on the soccer field, (almost) as self-inflicted pain! Furthermore, games are a push activity: The users are fully involved and do not split and share their attention with other media or screens. While, for example, streaming TV shows or listening to podcasts, attention is often shared with other activities or occurs only incidentally right from the start. In addition, the placement of advertising messages has diversified: advertisers and their agencies now achieve the highest results and interactions with audiences via in-game advertising. Not only because immersion and alertness are high in gaming but also because of the medium's interactivity. Players can actively interact with their favorite brands.
Ads that are seamlessly integrated into the medium do not interrupt the customer journey but enrich it. If the game and the advertising brand match in terms of content, both also create mutual advantages. In the case of the mobile racing game Asphalt 9: Legend Legendsˈ winner of the Apple Design Award, for example, in-game ads for car tuning and car services are a good way of encouraging players to purchase as a customer in real life. Interaction with brands can also take place virtually directly in the game; for example, individualizing game characters and objects offers the possibility of product placement. Advertisers who want to use the immersion factor for their campaigns have great tools to achieve their objectives. The gaming community is open to ads that are well crafted, celebrate creativity, and incorporate context: CTR can double (compared to averages on other platforms, like social media or YouTube), and the sales colleagues and creative teams at COMBO! The Gaming Media Network knows precisely how to do it.
