How In-game Advertising Can Reach Today's Gaming Audiences

In-game advertising refers to the placement of advertisements or promotional content within video games or gaming-related content. In-game advertising can be a powerful tool for reaching and engaging modern gaming audiences, which is the most lucrative group of consumers. In-game advertising has become an increasingly popular marketing strategy for companies because it merges ads with the game environment seamlessly. There are nearly 3 billion games worldwide, Martech article says. It means that in-game advertising can give brands incredible reach.

What are the types of in-game advertising?

• Dynamic in-game advertising. It appears in different places and formats. Display and video ads are the most common. 
• Advergames, This was created solely for the purpose of promoting a product or brand. Advergames can be web-based, mobile-based, or even included as part of a larger game.
• Sponsored game content. This involves creating game content that is specifically sponsored by a brand or product. For example, a game might feature a branded mini-game or level that promotes a product or service.
• Product placement. This involves placing real-world products or brand logos within a game's virtual environment.

By the way, the static ads sub-segment is expected to have the largest share in in-gaming market, In-Game Advertising Market Report says. Static advertisements are those that do not change. Simply put, static ads are used by promoters when they want to raise brand awareness and reach a large audience. When a static ad includes a banner or ads in video games, it can be mistaken for a dynamic ad.

The main benefit of in-game advertising

The main benefit of in-game advertising is that it allows advertisers to reach a highly engaged and targeted audience of gamers. Video games have become a mainstream form of entertainment and are played by people of all ages, genders, and backgrounds. So advertisers can focus on consumers based on demographics, geolocation, or device type. Publishers can analyze users' behavior and create an ideal segment of users to reach. With abundant reach and powerful targeting, brands can build awareness, drive engagement and boost sales quickly and effectively.

Another benefit of in-game advertising is that it can be less disruptive than other forms of advertising. Many gamers are used to seeing advertising within games, and it can be integrated in a way that feels natural and unobtrusive. 

Who can help you to implement an in-game advert?

• Programmatic advertising platforms such as GothamAds. We use data and algorithms to automate the buying and placement of in-game ads across multiple publishers and platforms. If you use programmatic you will have greater efficiency, scale and advanced targeting options based on user behavior. 
• Game publishers. They help to provide control over the creative content and targeting and a good level of integration with the game environment. You can work directly with game publishers to create custom ad campaigns within their games.
• In-game ad networks. They connect brands with multiple game publishers, providing access to a broader collection of games. They offer a pretty great scale and reach and more efficient pricing and targeting options. 

How expensive are in-game advertising?

The price depends on different factors such as type of game, ad format, targeting options, and the size and scope of the campaign. But the most common approach is CPM pricing.  

These numbers will vary dramatically depending on the audience, game, targeting and ad formats. For example, CPM for in-game ads targeting Gen Z and Millennials were 30-50% higher than those targeting Gen X and Baby Boomers, according to an Interactive Advertising Bureau (IAB) study.

All in all, in-game advertising is the best way to reach today's gaming audiences. It provides a unique and effective way for advertisers to reach a highly engaged and targeted audience in a way that is measurable and less disruptive than traditional forms of advertising.

Connect with us if you have more questions about in-game advertising!