In-Game Advertising is on the Rise
As social media expands and draws bigger audiences, a veteran industry quietly gains strength in advertising. Video gaming, a force since the 1980’s, and online gaming, as old as the Internet itself, have emerged as a powerful advertising alternative.
Because gamers usually concentrate on only one medium while playing, their attention is undivided, and they are more likely to remember the brands within the game. In a day in which TV viewers can fast-forward through commercials, brands have the opportunity to gain more awareness. In fact, a study by BlueNoodle shows that gaming advertising is more effective than traditional TV advertising.
There are several avenues that a company can take to advertise within a game. A business can promote itself directly in the game, such as on a billboard or through a strategic placement in which a character uses the product. For example, some sporting games allow companies to place signs on the playing field or have characters drinking its beverages. A company can also place a basic image advertisement in between games or levels. If clicked on, the user moves to the advertiser’s website. A new trend emphasizes a gamer’s need for currency within some games. A business can convince users to buy its product in exchange for game currency or goods.
While some gamers find the advertisements annoying, most do not mind the small pauses in their games. In fact, in-game advertising keeps most games free, which most users prefer. A study by EA and Activison shows that 82% of gamers find games with ads just as fun as games without them. For the time being, in-game advertising is not only profitable, it’s also safe from deterring gamers.
Businesses can greatly benefit from gaming advertising. However, there are several important points to remember:
- Your placement must make sense in the context of the game. In a sporting game, a beverage advertisement makes much more sense than one for a doll store.
- The advertisement must resonate with the gamer demographic. Games can provide this information before advertisements are developed and purchased, and it’s something to take seriously. If users of a certain game are teenage boys, advertising alcohol is not the best idea.
- A unique angle must be found. While the gamers’ attention is usually fully on the game, a great eye-catching ad will remain in their mind long after the game is over.
If you’d like to learn more about these advertising opportunities, contact the Marketicity team. We’re happy to tell you more about them.
