Video Games: A Powerful Advertising Platform

Video Games: A Powerful Advertising Platform

Video Games: A Powerful Advertising Platform Gameloft for Brands

On October 30th, Gameloft for brands hosted a breakfast workshop focused on “Advertising and Gamification in the Gaming World,” an event that showcased the potential of video games as a powerful advertising channel. The presentation, led by Antonio Ferrer, Head of Advertising Spain & Portugal at Gameloft for brands, brought together key industry figures such as Ana Cazorla from Somos Sapiens, Conchi Martínez and Inmaculada Algar from DENTSU X, and Javier Jimeno from PHD. During the session, they discussed the impact of video games on modern advertising, breaking old stereotypes and demonstrating why this medium is transforming brand strategies.

Video Games: Beyond the Young Audience

"To some extent, we are all gamers," Ferrer stated as he presented surprising data. Far from being limited to a teenage audience, gaming spans entire generations: 92% of Generation Alpha, 81% of Millennials, 77% of Generation Z, 60% of Generation X, and 42% of Boomers spend time playing video games. This global phenomenon includes 3.2 billion players worldwide. In Spain, 43% of gamers are over 35 years old, and women represent a significant segment, with 9.73 million active monthly users.

A Medium with Unique Potential

What makes video games so attractive to brands? According to Ferrer, their interactive and engaging nature fosters a deeper connection with audiences. “The player doesn’t just consume the message; they experience it,” he explained. Advertising in video games, being seamlessly integrated into the content, generates emotional engagement and higher attention levels. The data supports this: users are twice as receptive to these ads compared to traditional digital media.

Additionally, gaming mostly provides a safe environment for brands, free from user-generated content and offering non-intrusive advertising, strengthening the brand-consumer relationship.

Innovation in Advertising Formats

Gameloft for brands has revolutionized in-game advertising with its COMBO! platform, integrating formats that maximize engagement. These include:

  • Rewarded Video, which offers users rewards for watching ads and achieves a 94% completion rate and 98% visibility;
  • Interactive Video, which encourages interaction with the content; and
  • Playable Ads, where users can try a game or app, generating a high level of engagement.

An Unmistakable Conclusion

Video games are no longer just a form of entertainment. They have become an essential tool for brands aiming to connect authentically and memorably with diverse and engaged audiences. With innovative formats and an environment that encourages interaction, gaming is undoubtedly the advertising medium of both the present and the future.

This article was originally published in Spanish in Periodico La Publicidad

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