Gameloft for brands unveils COMBO! Pop, a dedicated proposition for consumer brands to reach women and mature audiences
With the rise of mobile and web gaming, female and mature audiences now represent a large part of the gaming population that has not been properly addressed yet
PARIS, FRANCE – March 21st, 2024 – Gameloft for brands, a leader in the creation of gamified experiences for brands, today unveiled COMBO! Pop, a tailored media offering enabling brands to effectively engage with casual gamers.
Fueled by a decade-long growth of mobile gaming, casual gamers have become the largest segment of audience in gaming. It has radically changed the demographics of gaming, engaging more mature audiences with now two-thirds of individuals over 40 actively gaming. Far away from stereotypes, it has also grown gaming habits within women which represents 52% of all gamers.
COMBO! Pop offers consumer brands a rather untapped touchpoint in household decision-makers’ journeys. It not only is a large-scale access to 250 million everyday gamers through a curated selection of casual games across mobile, PC and Web but also a suite of creative and intelligence services to yield tangible results for advertisers.
“After COMBO! Kids, the launch of COMBO! Pop reinforces the positioning of Gameloft for brands as media one-stop-shop in Gaming. It’s a strategic initiative designed to help consumer brands understand that gaming is a mainstream media" says Hugues Ossart, Senior Marketing Director at Gameloft for brands. “We believe COMBO! Pop will boost adoption of gaming by advertisers in their channel planning.”
COMBO! Pop stands out with its unparalleled engagement metrics. For example, video format reaches 92.4% (market average: 61,9%) while ensuring 98,3 viewability (market average: 67%). These indicators substantiate why gaming can generate an average uplift of 11% in brand awareness and favorability as reported in Gameloft for brands’ 2023 white-paper ‘Marketing ROI in Gaming: the positive impact of Gaming for Brands’.
