Objectives of in-game advertising
In a world of mass-quantity content, brands must adapt their communication by selecting media that offer engaging experiences to create meaningful connections with their audiences. In-game advertising comes into its own, offering a framework adapted to the advertiser's universe and communication objectives.
With over 3.2 billion gamers worldwide, games represent an exceptional crossroads of audience for brands. In-game advertising offers an exciting avenue for brands to tap into the immense potential of integrating advertisements or promotional content within video games. This interactive approach allows brands to explore a variety of engaging formats, ranging from subtle product placements to interactive advertising experiences. By leveraging in-game advertising, brands can effectively captivate audiences in a fun way in a safe environment which is more immersive and less invasive. Check out more objectives of in-game advertising and its benefits in this article below.
Objectives of in-game advertising
Targeting options
One of the most important objectives of in-game advertising is targeting options. With 38 years old average video game player age in 2023, all generations are gamers.
From Gen Alpha, Gen Z, Millennials to Gen X, video games are transgenerational, offering an amazing opportunity for brands to reach and engage all audiences.
Brands benefit from several targeting possibilities to make their messages more effective and relevant.
First, contextual targeting enables brands to communicate in ecosystems consistent with their brand universe.
Secondly, there's demographic targeting by age and gender and geography. These criteria enable brands to make the most of the very powerful video game audience.
Numerous benefits of in-game advertising for brands
Gaming, as a distinctive medium with its own set of rules, stands apart from others by allowing users to not only spectate but also actively participate. As a result, in-game advertising presents brands with a range of unique advantages tailored specifically to this interactive environment which is also the most beneficial objective of in-game advertising
With an incredibly engaged audience dedicating over 8 hours per week to gaming, this medium captivates the mind in a truly distinctive manner, compelling players to immerse themselves fully in the experience and the objectives they strive to accomplish. In fact, games hold people's attention because of the engaging nature of their content. As a result, players are twice as receptive to advertising in games as in traditional media, and video completion rates are 50% higher in games than on the mobile web. (Oracle Moat data Average Gameloft in-game Video VS Mobile web Video completion rate, Global Q3 2022)
Furthermore, one more objective of in-game advertising is to drive sales. In a way, in-game advertising enables game publishers to increase brand awareness through various ad placements anchored in the player experience, unaffected by ad blockers commonly used by Millennials and younger audiences, enabling them to reach the "unreachable." The result is an average 12% increase in the impact of brand awareness on sales. (Gameloft first-party data, in-game survey from Q3 2022)
In-game advertising can also impact consumers' feelings and increase their sympathy for brands. Indeed, 70% of players feel happy while playing video games and are in a positive state of mind (Tapjoy, “The Changing Face of Mobile Gamers” - 2019). Combining a player’s positive state of mind and engagement creates a fertile ground for brands to impact sentiments significantly. Throughout the various concurrent studies Gameloft has conducted in Q3 2022, an uptick of +11% on the brand “likeability” factor has been recorded. (Gameloft first-party data, in-game survey from Q3 2022).d
COMBO! The best ecosystem for in-game advertising!
Gameloft for Brands recognized the significance of integrating brands into the gaming landscape, leading to the development of COMBO! the Gaming Media Network. This platform unites renowned mobile game publishers worldwide, boasting an impressive community of over 1.3 billion monthly active users. The network serves as a captivating ecosystem for brands, offering many opportunities. In addition, it stands as the world's largest premium in-game advertising network, providing brands with access to a qualified audience through a secure distribution framework tailored precisely to their objectives.
Discover the world of COMBO! and enjoy all the benefits of in-game advertising now!
