Dentsu: 38% Of Gamers Find Pop-Ups And Ads In Games A “Major Frustration”
dentsu has launched its gaming data and insights capabilities, with a series of mixed results for brands looking to tap into the lucrative gaming market.
The data, which fused two enriched sets of specialist gaming data with dentsu’s Consumer Connection System (CCS) research panel data, covered Australia China, India, Singapore, Thailand, Philippines, Indonesia, Taiwan, and Japan.
It found that a staggering 81 per cent of APAC consumers consider themselves to be gamers or game at least once per week. However, while the potential audience is large (around 1.5 billion according to denstu) it might not be completely open to advertising.
Among APAC gamers, 34 per cent highlighted that it is OK for brands not related to esports to sponsor teams or events whilst 38 per cent say that intrusive pop-ups and ads in games are a major source of frustration.
“The explosion of gaming genres and ways to play has led to an always-increasing variety of gaming behaviours. The motivation-based segmentation provides effective way for brands to identify relevant groups of gamers that consistently translate in every market and provide strong creative and behavioural insights for these audiences,” said Jamie McConville, dentsu gaming lead, APAC.
However, dentsu has been able to synthesise its datasets to create “high-fidelity portraits” of gamers. These portraits encompass lifestyle and media attitudes and behaviours, such as shopping routines, passions and hobbies, and media consumption, as well as deep-rooted gaming habits, such as specific genres and games played, in-game purchases, gaming sessions lengths, and motivations.
The Southeast Asian data also contains insights on gamers’ willingness to pay for in-game products vis-à-vis similar products in real life. This opens a new depth of insights directly available for strategy, planning, and activation.
“Gamers are also consumers and vice versa but, for instance, not all MOBA (Multi-player online battle arena) players enjoy watching live sports on TV or shopping online for luxury goods. By supercharging our CCS data platform with proprietary gaming research data in Southeast Asia, we have built fully media-addressable gamer profiles which our clients can access for holistic insights across gaming preferences, media consumption habits and brand affinities, along with the ability to also activate these profiles today in their marketing campaigns for increased effectiveness,” said Sunil Naryani, chief product officer, media, Asia Pacific, dentsu.
Prerna Mehrotra, CEO media, Asia Pacific, dentsu added, “There are an estimated 1.5bn people in Asia Pacific who are gamers today. Of these, over 40% are females and a quarter is Gen Z. 25% of them play to be part of a community, while 8% do it “for the win;” to develop their skills and be praised. Simply trying to group them together as “gamers” isn’t good enough anymore. In the current economic situation, more so than ever, marketers need to demonstrate how every dollar counts when it comes to building their brands. Therefore, it is critical that we ensure that brands are reaching the right audience and targeting effectively for both maximum relevancy and to minimise wasted efforts as they venture into new virtual territory.
“When it comes to gaming, these new fusions are the latest example of how dentsu understands gamers better than anyone else, enabling us to prioritise media which holds attention, and delivers an engaging brand experience.”
You can read dentsu’s report here.
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.