5 Myths Debunked About In-Game Advertising
1 — Mobile Gaming Lacks Quality
In the early days, gaming was considered an experimental playground for advertisers venturing into uncharted territory. Today, the landscape has transformed. Gaming is not only established but thriving and the perception of gaming as lacking premium quality is outdated.
When contemplating gaming, brands are are often stuck on this earlier era thinking when ad space was primarily available only in low-quality mobile titles.
Today, however, many high-quality titles exist for mobile games. Global brands like Coca-Cola have the opportunity to engage audiences in popular games such as the endless runner game Subway Surfers.
Companies, including L’Oréal, are building brand awareness and enhancing reach in these 100% brand-safe environments by employing premium rewarded ads, effectively engaging audiences seamlessly within popular titles.
And Prada’s Candy Crush fragrance campaign last year drove a sales bounce, 1,800% traffic growth using the popular Candy Crush mobile game.
It is certain that quality mobile games are not in short supply. Mobile gaming accounts for 60+ percent of all video games played. In fact, Game publisher Voodoo, the leading producer of casual and hyper-casual mobile games, has a portfolio of 200+ games. And some of their “mega hits” are generating between $20 million and $100 million in annual revenue.
TapNation, another leading game publisher, has recently reached over a billion downloads across its games portfolio. This includes the likes of Ice Cream Inc., which itself has been downloaded over 230 million times.
As you can see, there is no shortage of opportunities in gaming for brands!
2 — The Gaming Audience Isn’t There
Contrary to popular belief, the mobile gaming audience is not confined to a niche group. In the current landscape, gaming has transcended conventional demographics. Whether it’s stay-at-home parents, students, or retirees, the gaming sphere accommodates a wide array of players.
There are over 3.2 billion mobile gamers worldwide, making it one of the largest media channels.
Monetizr recently conducted a massive mobile game survey of 207,000 players and the stats may surprise some.
The significance of understanding this audience for brands is key to positioning stories inside gaming. Adopting an omni-channel strategy allows brands to engage with players at various points in their daily routines and across the games that they play.
3 — Gaming is Dangerous for Brands
The misconception surrounding gaming as violent and consequently perilous for brands has led many to dismiss their advertising potential.
However, a fresh perspective reveals that these gaming platforms offer a safer environment compared to most advertising channels.
From a brand safety perspective, mobile gaming offers superior control compared to social media, enabling brands to curate the specific games in which their ads are showcased. This heightened control presents a safer alternative to social media platforms, many of which possess limited content moderation capabilities.
Hyper-casual games, known for their simple gameplay and short sessions, have gained immense popularity, making up about 31% of all mobile game downloads.
Unlike more mature or violent genres, casual and hyper-casual games are designed to be inclusive and enjoyable for a broad spectrum of players
The probability of your ads aligning with contentious material diminishes significantly, ensuring a secure and controlled brand environment for your advertising endeavors.
4 — Ads Are Disruptive to Player Experiences
While ads can sometimes be disruptive, the gaming community has shown a growing acceptance of in-game advertisements that provide meaningful in-game rewards, thereby enhancing their overall gaming experience.
The crucial aspect lies in seamlessly integrating advertising content into the gameplay, creating a seamless blend that enriches the gaming journey. As a brand director seeking to optimize engagement, collaborating with the in-game ad platform and various gaming partners can ensure the selection of formats that not only maintain uninterrupted gameplay for users but also deliver optimal performance for your brand, offering a win-win solution for both players and advertisers alike.
5 — A Paradigm Shift in Measurement
Contrary to common misconceptions, the realm of game development has advanced significantly, integrating robust measurement capabilities for advertisers. Game developers actively facilitate the incorporation of third-party measurement tools, including prominent software development kits (SDKs) and the IAB’s Open Measurement SDK.
Notably, key third-party measurement companies such as Nielsen, with their Digital Ad Ratings (DAR) tags for precise impression measurement, Oracle with their MOAT tags for comprehensive viewability measurement, and Lumen for sophisticated attention measurement, contribute to a comprehensive understanding of advertising performance. This comprehensive data empowers advertisers to make well-informed decisions, maximizing the efficiency and effectiveness of their advertising strategies within the gaming sector.
It’s evident that the landscape of mobile gaming is far more expansive and dynamic than previously thought. With top brands already leveraging the power of premium rewarded ads within high-quality gaming environments, the potential for effective and engaging advertising strategies is increasingly apparent.
If you want to Get in the Game and level up your brand advertising strategies, book a demo today!
