In-Game Advertising Requires A Tailored Approach To Scale

In-Game Advertising Requires A Tailored Approach To Scale
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



Indy Khabra, CEO and co-founder of Livewire reflects on the development of game-based marketing in this opinion piece.

It is widely recognised that video game-based marketing is a rapidly growing channel with over 2.6 billion people playing and/or viewing across the globe in 2020. Brands have made the leap into gaming advertising over the decades, however with the stay-at-home, socially distanced circumstances of 2020, like many digital channels the gaming opportunity has exponentially matured in a compressed amount of time.

As data and technology innovation continues to be integrated into the channel, proactive and digitally savvy brands are quickly pivoting to taking advantage of connecting with the hyper-engaged gaming audience.

Keeping up with shifts in the Attention Economy 

In-game advertising diverges from the path of traditional and digital channels. It’s multi-demographic, multi-platform, natively enables active engagement, requiring a specialised strategy to deliver a highly immersive and personalised experience.

According to IGEA 2020 research, the average daily total of play for Australians of all ages who play video games is 81 minutes. To further break it down, in Australia:

  • Working age adults play on average 83 minutes a day,
  • Retirement age adults play on average 59 minutes a day,
  • Male video game players play on average for 89 minutes, and
  • Female video game players play on average for 71 minutes, representing 46% of video game players.

Leisure activities and social time have been redefined with computers, gaming consoles, handheld games, mobile phones and tablets providing widespread access to online streaming platforms. Attention is shifting away from traditional channels as hard to reach ‘cord cutters’ are severing ties with traditional media and digital natives proactively avoid ads.

Gaming presents an increasingly fruitful opportunity to interact with the next generation of customers when combined with the power of data and technology. The in-game experience requires a participant’s full attention – eyeballs scanning every part of the screen and analysing the images to continue play. This presents an enormous opportunity to capture attention, but it must be met with the right creative and context for the medium.

People are accustomed to seeing ads, and younger generations even appreciate a well-crafted message for new and relevant products or services. Within the context of a game, brand experiences must take advantage of capturing that attention in the moment without being intrusive, all whilst providing information that is relevant to that particular user’s profile and adding value to the potential consumer.

Context switching requires a tailored, cohesive approach 

Gaming consumers will not stand for anything less than a highly curated, connected and engaging experience across online, mobile and console platforms. Success requires a unique and authentic user experience for this new interactive channel.

This is not a simple channel. It’s not as easy as rip-and-replacing existing media budgets into in-game ad products or running the same creative resized but not fit for purpose. Instead, brands must carefully consider a diverse audience and a new generation of users to communicate in the way they prefer.

Realising there is no one-size-fits all approach, in-game advertising must have an interdependence with the overall gaming strategy.

Additionally, there’s a new psychology that must be understood in order to bridge the awareness gap and create lifetime value and loyal customers. Brands must create new, authentic engagements that mimic preferences, and the way users interact with the real world. By harnessing the power of data and technology, marketers now have the tools available to fully understand and connect within the game experience.

By nature, in-game media provides a brand safe environment able to adhere to privacy policies and local regulations with logged in, verified users and predetermined game scenarios.

A fast-growing opportunity for content and digital marketing

We know gaming is central to the culture of modern society, demonstrated repeatedly through global daily play times and the fact that streamers and content creators are overtaking traditional celebrities and sports stars as heroes.

From politicians announcing critical policy to individuals campaigning for a cause to influencers promoting a movie premier, the channel has taken on a life of its own beyond the game. Even prominent actors are passing on Hollywood for opportunities to have their likeness represented in this alternate reality.

In 2020, gaming exceeded the global revenue of the film, TV and digital music sectors, showing its strength as a platform for marketing with consistently high engagement. Gaming is now a part of everyday living.

Many gamers don’t self-identify as gamers, it’s simply a new norm for social activity, entertainment or a way to spend leisure time. With the prerequisite to play being a mobile signal or Wi-Fi connection, gaming has scaled and exponentially increased reach across geographies, demographics, and psychographics – potentially all engaging simultaneously from a distance.

The ability to connect with the right gamer, at the right time with the right content is the next wave of marketing and advertising. The key to success is understanding the behaviours and motivations of different players in the moment. Sophistication of data, automation and technology is helping brands connect more effectively with audiences with the right message.

Despite the global surge in mobile, online and console gaming, the opportunity remains largely untapped as we rapidly move through the early adoption phase in understanding and guiding the right principals across in-game marketing. Brands relying on traditional media planning must shift to a contextualised approach and take a first mover advantage to create consumer trust and connection as the space evolves and grows.

 

Please login with linkedin to comment

Gaming in game advertising livewire

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]