The Value of Fun - A Deep Dive into In-Game Advertising

As a marketing strategy, mobile in-game advertising is experiencing rapid growth in popularity among brands. Seamlessly integrating advertisements into electronic games, in-game advertising provides a unique and fun way for brands to promote their products or services.

To effectively reach their intended audience and ROI, brands can benefit from integrating in-game advertising into their marketing mix. Casey Campbell, the Managing Director of Gameloft for Brands in North America, provided three key insights into how brands can intelligently leverage games to their advantage:

The essence of in-game advertising lies in crafting authentic and immersive experiences.

Ads should and can be fun. Opposed to traditional media, mobile in-game ads are non-intrusive and natively incorporated into the gameplay. Allowing players to have a positive and interactive experience with brands. Considering the current scenario, where we are bombarded with ads at all times, brands should strive to create ads that feel natural and fun rather than a disruptive interruption. At Gameloft, we are first and foremost a AAA game developer with a deep understanding of gaming mechanics and more than 20 years of delivering fun gamified experiences for brands. Our expertise enables brands to elevate their advertising game by offering ad units that reach and engage their desired target audience. And speaking of target audiences… 

In-game advertising can be targeted and personalized.

One of the key advantages of mobile in-game advertising is that it allows brands to target specific audiences based on their interests and behaviours. Campbell explains that by analyzing players' data, brands can tailor their ads to specific demographics, locations, and interests. A process that can’t happen on the console. Mobile games offer a tactile and interactive experience that connects brands and players. Such interaction can lead to higher engagement, conversion rates and brand loyalty once players create a sentiment with the brand.

Measurable, measurable and measurable

Besides allowing brands to deliver unique messages crafted to players' likes and preferences. In-game advertising can provide valuable insights for brands because in-game ads are measurable. Brands can gain valuable insights into the effectiveness of their campaigns. Campbell adds that by tracking metrics like clicks, conversions and replays, brands can collect results, measure and refine their targeting and messaging and, as a consequence, improve their ROI.

Casey concludes that in-game advertising is a compelling tool that empowers brands to authentically engage with their target audiences. In-game ads offer creative and enjoyable experiences, enabling players to interact with brands in a dynamic and interactive manner.  By following best practices and leveraging data, brands can create effective campaigns that drive great results. As the gaming industry continues to evolve, we are excited to be part of this story and thrilled to continue developing fun experiences in-game.

If you want to learn more about in-game advertising opportunities, book a meeting with Casey.