Wait, what?! Is in-game advertising not a safe and welcoming environment for brands?
In-game advertising is a strategic and entertaining alternative for brands looking for smart ways to create meaningful connections with their audience while optimizing their return on investment. However, there are numerous misperceptions that advertisers have regarding in-game advertising. In this blog post, Casey Campbell, Gameloft for Brands’ Managing Director - North America, will navigate through a recurring misconception about in-game advertising - brand safety.
According to a recent IAB study, brands continue to view in-game advertising as an unwelcoming and brand-unsafe environment for promoting their products or services. This perception is largely driven by the belief within the industry that the prevalence of violence and profanity in many popular game titles makes in-game advertising a risky option for brands. In addition, advertisers perceive such content as not being conducive to brand safety and worry that gamers may not be receptive to in-game ads that would supposedly detract from their gameplay experience.
Well, that is a myth! While a certain level of violence and profanity are indeed present in many games, advertisers who have effectively utilized in-game campaigns are aware that gaming media is vast, diverse and dynamic. Top publishers of games with broad mass appeal have implemented strategies to ensure brand safety and maximize engagement with gamers, and advertisers can work with them to identify games that fit their comfort level for their brand in terms of tone and content.
Tailored and safe approach
Gaming is a safe environment for brands! In fact, mobile games, specifically, provide brands with a highly controlled advertising environment. Unlike traditional advertising media, such as mainstream TV commercials or billboards, age-gated mobile games enable brands to precisely target specific demographics of players. Ensuring that the message will only reach the right audience. By gathering data on players' preferences and behaviour, brands are able to customize their ads to be more relevant and appealing to their target audience, creating and delivering a unique gamified experience.
Non-intrusive and well-accepted ads
Mobile games provide a more personalized and immersive experience compared to other media. In-game ads are strategically placed in the games in a way that is non-intrusive and actually blended into the gameplay. The best media campaigns are opt-in and provide some kind of in-game currency or incentive for the user if they engage with an ad. According to a Statista study (2022), 77% of gamers would watch an ad in exchange for a reward. Our own campaigns see even higher engagement rates, with completion rates typically in the high 90%.
A respectful ad experience, then positive brand association, translates into action. According to a report from NewZoo (2018), a significant number of mobile gamers - 1 in 4 - have made purchases after being exposed to advertisements within the games they were playing. This finding highlights the potential effectiveness of in-game advertising as a means for brands to connect with their target audience and drive sales.
The Gameloft advantage
As a game publisher, our primary focus is on delivering exceptional, fun experiences to our audience of gamers. We understand the gameplay and storyline's crucial role in creating an enjoyable and immersive gaming environment. That's why we collaborate closely with our games teams to ensure that our advertising is a good fit and meets our high standards. We have a dedicated team of more than 200 artists, designers and developers ready to craft memorable gamified experiences for all kinds of brands and their audiences.
Our games offer a controlled experience, unlike some gaming platforms that rely on user-generated content. When necessary, we implement restrictions to ensure that the advertising content aligns with our brand values and is well-suited to the gaming context. We are committed to providing our gamers with an engaging and seamless experience while ensuring that our advertisers' messages are delivered in a relevant and appropriate manner.
Gameloft was the first mobile games publisher to implement MOAT’s SDK to measure and ensure high viewability, and we comply with legislation like COPPA and GDPR. We were also awarded the TAG Certified Against Fraud Seal by the Trustworthy Accountability Group (TAG). The Certified Against Fraud Program is the cornerstone of TAG’s efforts to combat fraudulent and invalid traffic and a key part of the world’s leading program to fight criminal activity and protect brand safety in digital advertising.
Mobile games offer a safe environment for both brands and players. With the steady growth of mobile gaming, brands have a unique opportunity to connect with their audience in a positive and engaging manner.
To discover more about in-game ad experiences, drop us a line.
