The Future of Advertising: Entertainment and Connection
On Advertising Day, innovation and creativity stand out as the essential pillars to connect brands with their audiences. Today, consumers seek meaningful and relevant experiences that inform, entertain, and create emotional connections. This paradigm shift is redefining how brands should engage with their audience.
Advertising Through Entertainment: A New Language
The evolution of advertising has driven brands to move beyond traditional formats and adopt an interactive, user-centred approach. In-game advertising has emerged as a key example of this transformation. This format allows brands to organically integrate into video games, creating immersive moments that players enjoy rather than avoid.
3 out of 5 gamers prefer interacting with ads embedded in the narrative or environment of the game, generating a positive perception of the brand (Newzoo, 2023). This approach has also proven effective, with in-game ads reporting 30% higher engagement than traditional formats (Statista, 2023).
COMBO!, the Gaming Media Network by Gameloft for brands, exemplifies how brands can connect with over 1 billion players worldwide through advertising solutions that respect and enhance the user experience. As the largest in-game advertising network globally, COMBO! paves the way for impactful and immersive brand experiences, showcasing the innovation that defines the future of advertising.
Emotional Connection: The New Challenge
Beyond entertainment, the future of advertising must also build an emotional connection that strengthens the relationship between brands and their audiences. In a market saturated with messages, stories reflecting values such as inclusion, sustainability, and empowerment stand out amidst the noise.
76% of consumers prefer to support brands that share their values (NielsenIQ, 2023), and campaigns based on emotional storytelling have twice the impact on brand recall (Kantar, 2022). This connection fosters loyalty and creates a sense of belonging. At Gameloft for brands, we design campaigns that extend beyond visual impact, creating experiences that resonate emotionally and build genuine, lasting relationships with audiences.
The Advertising of Tomorrow
The future of advertising combines the power of entertainment with the ability to connect emotionally, creating meaningful experiences that leave a lasting impression. At Gameloft for brands, we strive to lead this change by integrating technology and storytelling that inspires.
On this Advertising Day, let us celebrate the impact of creating experiences alongside audiences. The future of advertising is already here, and its success lies in entertaining, connecting, and above all, inspiring.
