The Power of Integrating Advertising into Mobile Video Games: Unveiling the Gaming Media Channel
In the ever-evolving advertising landscape, one media channel has remained largely untapped by brands- mobile gaming.
For years, the gaming industry has grown exponentially, yet it has often been overlooked as an advertising platform due to its fragmented nature and a lack of understanding about its potential value.
In this article, we will explore three key themes that shed light on the untapped potential of integrating advertising into mobile video games: Most brand advertisers aren’t aware that gaming is a media channel, legacy models don’t work well in gaming, and the mobile gamer as a superhero.
1. Most Brand Advertisers Aren’t Aware That Gaming Is a Major Media Channel
The gaming industry has grown immensely over the past few decades, with billions of people actively engaged in video games. However, the complexity and fragmentation of the gaming landscape have made it challenging for brands to access this vast audience effectively.
Many brand advertisers are unaware of gaming as a viable media channel because they are used to more traditional advertising avenues.
In contrast to the ease of reaching audiences on major platforms like Facebook and Google, gaming advertising requires a more nuanced approach. The first challenge lies in the fragmented nature of the gaming ecosystem, where each game publisher has a finite audience and inventory. This makes it difficult for brands to reach a wide range of audiences at scale.
Another challenge is the misconception that gaming is synonymous with violent console games. The biggest gaming channel today is mobile gaming, particularly Free-to-Play (F2P) casual games. These games attract a diverse audience, with over 60% of players engaged in casual games and more than half of them being women. Moreover, these games typically have little to no violence, making them suitable for a broader range of brands concerned about brand safety issues.
2. Legacy Models Don’t Work Well in Gaming — Engagement Time Is What Counts
Gaming is fundamentally different from traditional media channels that focus on impressions and awareness. The real value in gaming lies in engagement time, where people voluntarily spend their time immersed in the gaming experience. This engagement time is the key metric that brands should focus on, as it enables them to connect with consumers on a deeper level.
Unfortunately, many brands still attempt to use legacy ad formats in gaming, which results in quick and ineffective impressions. These brief encounters fail to resonate with the audience, offering little brand value and often hindering the gaming experience for players.
To succeed in gaming advertising, brands must think beyond traditional ad placements and create meaningful, engaging experiences. Native embedded advertising, where the brand becomes an integral part of the game, is one such approach that has proven effective. By integrating branding seamlessly into the gaming experience, brands can significantly increase user engagement and interaction time.
3. Mobile Gamer as Superhero
One crucial aspect that brand advertisers need to recognize is the importance of prioritizing the gamer’s journey. When gamers feel that their experience is secondary to monetization, it leads to a loss for everyone involved — the gamer, the brand, and the publisher. Authentic storytelling that aligns with the gaming experience is the key to establishing a strong connection with the audience.
Integrating brands into the gaming experience meaningfully can lead to impressive results. By offering in-game rewards, extending playtime, and integrating brands into competitive aspects of the game, players become more engaged, leading to a more immersive gaming experience. In-game engagement can increase significantly by introducing branded missions and elements, increasing player interaction.
The Road Ahead: Embracing Gaming as a Powerful Media Channel
The future of advertising lies in embracing gaming as a powerful media channel. Brands that recognize the potential of mobile gaming as a platform to engage with their target audiences will gain a competitive edge. Platforms that consolidate inventory and offer meaningful brand experiences in gaming are emerging, providing brand advertisers with access to billions of potential customers.
The focus should be on understanding the unique nature of gaming, where engagement time trumps quick impressions. By adopting native embedded advertising and gamified approaches, brands can tap into the gaming audience’s passion and dedication, leading to deeper connections and better brand recall.
Integrating advertising into mobile video games opens up opportunities for brand advertisers. As the gaming industry continues to grow, brands that venture into this space with an open mind, understanding, and appreciation for the mobile gamer’s experience will be the ones who reap the most significant rewards. Embrace gaming as a powerful media channel, and the possibilities are endless.
If you are interested in learning more about how Monetizr can help your brand get in the game, contact us here.
