What is in-game advertising?
Video games hold a significant position in our modern society, combining interactive entertainment and immersion in virtual worlds. Over the years, a new form of advertising has emerged in this realm: advertising in video games.
Definition of in-game advertising
In-game advertising involves integrating advertising elements into the game content, whether subtly or more explicitly. It can take various forms, such as virtual billboards, product placements within the game, embedded video ads, or brand partnerships. In-game advertising aims to reach players in a targeted manner and maximize brand visibility. It is also an effective means for brands to reach a highly engaged audience that is often challenging to access.
Role of in-game advertising in modern day
Everyone is a gamer!
With a global audience of approximately 3.2 billion gamers, the scope and diversity of players in video games have significantly increased over the years. Players now come from different age groups, backgrounds, and cultures. Video games have become the top form of entertainment that brings together generations, from Generation Alpha to Generation X & Z, including millennials who grew up with video games and even baby boomers. Video games have become incredibly popular and have found their way into the lives of people from all walks of life. They have managed to captivate and engage a diverse range of individuals., making it an ideal platform for brands to interact with their audience.
Safety first
Unlike other forms of online advertising, video games offer brands a unique and secure environment in which to advertise their products or services. Video games are often equipped with filtering and moderation systems to prevent inappropriate user-generated content. Moreover, in-game advertising offers non-intrusive formats for brands wishing to penetrate this medium, such as rewarded formats. What makes video games safe is that brands benefit from high audience rates because the gaming environment is free from ad blockers. Finally, most video games are certified compliant with industry standards (IAB, MOAT, IAS) and local and global regulators (COPPA, GDPR, CARU).
A vast portfolio of ad formats
When it comes to in-game advertising formats, they are diverse and constantly evolving. The main formats are:
- Virtual billboards are among the most common ones, offering high visibility to brands while maintaining player immersion when placed within game environments.
- Product placements are also common, offering brands the possibility to integrate real-life branded products into games for enhanced realism, enabling players to interact with the brands organically.
- Another popular format is brand partnerships with game developers, allowing for closer collaborations, such as integrating game characters representing specific brands or in-game events related to a brand.
- Native ads are also a successful approach that masterfully weaves advertisements into the game's narrative or mechanics, organically merging them with the overall experience for players.
- Interstitial ads encompass full-screen displays strategically timed to appear between levels, scenes, or loading screens, effectively engaging users during pivotal moments of interaction.
- Playable ads are a format that allows users to interact with advertising content by playing a miniature version of the advertised game or app, offering an immersive experience even before downloading or buying the product.
- Video Ads are dynamic video advertisements that seamlessly blend with the game's content, strategically appearing as in-game commercials on virtual TV screens, billboards with video screens, or even during loading screens.
- Rewarded video ads are also prevalent and a top performer, displayed before, during, or after a gaming session, effectively capturing players' attention during a key moment. At Gameloft, this is the preferred format offered to brands, as it provides a high level of engagement by allowing the brand to become an integrated partner in the game. Many brands have chosen this format, such as the leader of a toy brand, which celebrated its 40th anniversary by unveiling a new range of toys via rewarded videos. This advertising campaign achieved remarkable results, with a 99% visibility rate and a 93% ad completion rate.
In-game advertising has become an indispensable part of brand media strategy. By reaching a large and engaged audience, brands can promote their products in a targeted and innovative way. Video games offer a secure environment for brands, enabling total players immersion while establishing positive connections with brands. With diverse advertising formats, the possibilities are endless for brands wishing to exploit this constantly evolving universe.
Since 2015, Gameloft for brands has been dedicated to giving our players the best possible gaming experience without intrusive ads.
Dive into effective in-game advertising and discover COMBO! The Media Network!
