Gameloft for brands Releases New Industry Whitepaper “THE MARKETING ROI IN GAMING – The Positive Impact of Gaming for Brands”
This study, conducted by Gameloft for brands, aims to offer brands a new KPI to help them assess their marketing ROI when running video game-based activations.
PARIS, FRANCE – March 21, 2023 – Gameloft for brands, a leader in the creation of gamified experiences for brands, today announced the release of a new whitepaper entitled “THE MARKETING ROI IN GAMING – The Positive Impact of Gaming for Brands”. The report presented during this year’s IAB PlayFronts New York provides a methodology and a brand-new KPI to measure the effectiveness of gaming and understand how to benchmark it against digital and traditional media.
Video games live by their own rules and are the only medium where the user actively participates in the creation of their experience, leading to strong engagement and attention. By generating positive emotions, gaming offers a unique “positive moment” for brands to engage their audience, significantly impacting positively brand attractiveness which, in turn, generates affinity and love. We call this “the brand likeability factor”.
Gameloft for brands used an approach inspired by the RCQ* (Reach, Cost, and Quality) methodology to define a brand-new KPI that takes into consideration the quality of the gaming moment.
Entitled the “Gameloft Quality Score,” it aims to measure the effectiveness of a given advertising campaign by analyzing the synergy between the quality of the context in which the campaign is delivered and the creative assets used to deliver it. This is done by leveraging the traditional measures of exposure and engagement that marketers are familiar with.
“It is essential to understand the relationship between the contextual environment of a campaign and the advertising effectiveness. Our expertise at Gameloft for brands gives us great visibility on how the game context influences the ways a player processes an advertising message delivered in a video game and how to more effectively measure its impact on brand affinity and return on investment”, says Alexandre Tan, Executive Vice-President of Advertising and Brand Partnerships at Gameloft. “Thanks to the Gameloft Quality Score, brands are now able to more accurately measure their Marketing ROI“ concludes Alexandre Tan.
Gameloft for brands’ white paper “The Marketing ROI in Gaming” is available here
For more information on Gameloft for brands, please visit: https://www.gameloft.com/for-brands/
*The RCQ (“Reach, Cost, Quality”) methodology has been first documented by Dr. Thomas Bauer, Dr. Tjark Freundt and Ingeborg Molden Hegstad in Retail Marketing and Branding by Jesko Perrey and Dennis Spillecke (2013, John Wiley & Sons Publications)
For more information, contact:
Daniel Perez
Gameloft—Senior Public Relations Manager
daniel.perez@gameloft.com
About Gameloft for brands
Gameloft for brands offers leading advertising and gamification solutions to help brands better connect with their audiences. Through interactive content and immersive experiences supported by its extensive in-game media network, Gameloft for brands leverages its longstanding gaming expertise to engage people in meaningful ways with an unparalleled level of transparency and safety. Gameloft for brands has received the TAG Certification Against Fraud Seal and follows MOAT’s standards. To date, Gameloft for brands has delivered more than 10,000 campaigns for prestigious brands such as Air France, Coca-Cola®, Ferrero, Ford, FOX™, Automobili Lamborghini, ING, Netflix, Procter & Gamble, Samsung and LEGO, in over 40 countries around the world (North America, Latin America, Middle East, Africa, Europe, Asia, etc.) and our work has been honored with over 50 awards from marketing organizations.
