There have always been elusive audiences for advertisers across all industries to reach and engage. Nowadays, ‘traditional’ advertising channels often struggle to captivate the attention of certain demographics, particularly the coveted younger audience. There’s no silver bullet to reach them, but in-game advertising is proving to be remarkably effective. However, proceed with caution: Get it wrong and you could face the wrath of an incredibly passionate, and often tribal group of potentially valuable customers – game over. Get it right, and the strategic placement of ads within video games can break through barriers and connect with hard-to-reach audiences in unprecedented ways.
What is In-Game Advertising?
They are non-clickable but highly viewable & non-intrusive ad formats which blend seamlessly into a gaming environment, typically through the form of billboards or walls, and are available as display or video ads on mobile devices and PCs.
In-game media placements offer a refreshing alternative by seamlessly integrating brands into the gaming experience. Whether it’s seeing a familiar logo in the background of a virtual cityscape or using a branded product within the game itself, these placements can capture players attention without feeling intrusive or disruptive.
A BMet College ad by Golley Slater on a billboard in SimCity BuildIt
[Alt text: advertising in video game]
Through the right partners, you also have the ability to retarget users who have seen your in-game ad on other channels, joining up the campaign strategy and pushing them down the marketing funnel.
In-Game Advertising: Don’t Forget About the Gamer
Studies have shown that in-game advertisements can significantly impact players’ attitudes and behaviours towards brands. By associating their products or services with the immersive world of gaming, advertisers can foster positive associations and increase brand recall among players. However, this isn’t an environment where you can simply re-use existing assets, you need to give the ad space and the end user much more thought to truly succeed. We’ve compiled a quick list of golden rules:
- Be an Easter Egg. For many, gaming is escapism from the real world – so sticking a TVC in this environment simply won’t cut it. If there’s an opportunity to immerse your ad in the Game world or genre, then take it – you’ll see better results for it.
- Level Up Your Creative. Opt for minimalist designs with high-contrast colours, large fonts, and a clear call-to-action (CTA) if absolutely necessary. Creativity is key but avoid intricate details that may go unnoticed during gameplay.
- Reach the Checkpoint. Ensure your logo is prominently displayed to enhance brand recognition. Experiment with unique ad formats tailored to the gaming environment to maximise impact.
- Respawn Often. The gaming landscape evolves rapidly, so refreshing your ads regularly is essential to staying relevant and standing out amidst the competition.
- Use Expansion Packs. Use cross-media channel retargeting to improve salience and re-engage users outside the gaming environment.
In-game media placements represent a powerful opportunity for advertisers to connect with hard-to-reach audiences in a meaningful way. By leveraging the immersive nature of video games, advertisers can break through barriers and capture the attention of consumers who are otherwise difficult to reach through traditional channels. Just remember those golden rules.
As the gaming industry continues to grow and evolve, in-game advertising will undoubtedly play an increasingly important role in the strategies of forward-thinking brands.