Gaming: A New Frontier for Advertising and Marketing Innovation

With the immense popularity of gaming at the casual and professional levels savvy marketers are effectively interweaving their brands into videogame environments to capitalize on the power of these digital worlds amp160As revealed by a Nielsen study even the simplest ingame advertising techniques like Gatorade ads in EA sports games can generate a large return in the form of retail sales increases of more than 25 percentDigital Marketing Tactics for Gaming EnvironmentsAs revealed on Cision PR Newswire US gamers collectively spendamp160more than 50 million hours a day playing videogames giving advertisers more than enough screen time to work with when promoting their brands amp160From consoles and handheld systems to computer and mobile phones the sheer diversity of gaming platforms gives advertisers many different effective marketing avenues to exploreAccording to GameRevolution mobile games lead the pack with a majority of the market share for ad revenues while PC and console games lag behind considerably amp160The shift toward advertising with mobile rather than traditional games has been steadily on the rise since 2012 amp160With popular ports for PC and console games such as PUBG Mobile advertisers have no shortage of marketing opportunities in the world of mobile games and their traditional counterparts amp160The big releases for console and PC gaming however keep interest levels up as the potential for great revenues still exists especially at the professional tournament levelamp160 Coverage by CNET reveals that the 2018 E3 convention introduced a wide range of shining contenders for the next few years of advertising in gaming amp160EA proudly introduced Battlefield 5 as the next game for the top of the leaderboards which will require knocking the wildly popular Fortnite down a few pegs amp160Other exciting releases from EA include Anthem and Madden 19 which offer many static and dynamic advertising opportunitiesRole of eSports and Gaming Streams in Videogame Advertising SuccessWhen gamers are not putting in the hours in their digital worlds they are watching eSports and other professional and casual gaming streams in their spare timeamp160amp160A single eSports competition has the potential to capture live online viewership numbers of more than one million people with many thousands of others in attendance amp160Afterwards replays of popular competitions continue to promote the brands and products advertised within the gaming content amp160According to NewZooamp160the global esports market will generate revenues of 11 billion in 2019 up 267 percent year over year so advertisers should already be setting themselves up to capture their portion of the market shareamp160In addition to advertising at local and national eSports competitions advertisers can turn to successful video game streaming stars on Twitch YouTube and other videosharing platforms to achieve their marketing goals amp160Even moderately popular channels net millions of views on each of their videos for hours upon hours of marketing opportunities amp160amp160amp160Major Players in the Videogame Advertising WorldWith billions in videogame advertising revenues up for grabs many major companies have jumped on the bandwagon in hopes of great returns RapidFire revealed that Disney for example added colorful static advertisements for its Peteamp8217s Dragon film to a number of games on the Steam platform to build up interest before the summer 2016 release date amp160NBCU Time Warner and Discovery Channel have all also put their hat in the ring with smart ad campaigns using videogames according to Mobile MarketerThe extraordinary success of the 2016 release of the Pokemon GO app by Nintendo encourages advertisers to think outside the box by supporting innovative gaming styles amp160The unique style of gameplay promoted realworld exploration which captured the attention of a much wider audience than traditional games typically do amp160As reported by TechCrunch within just one year after its releaseamp160Pokemon GO became the fastest to reach 1 billion in revenues amp160Even with its decline in popularity in the last year up to 25 million in revenues still comes in each day just from this app aloneAt either end of the spectrum advertisers are watching the game streaming viewership boards to see where to focus their advertising efforts amp160As compiled by WePC using NewZoo data the 10 most popular games to watch on livestream areFortniteLeague of LegendsPlayerUnknownamp8217s BattlegroundsDota 2OverwatchHearthstoneCounterStrike Global OffensiveSea of ThievesWorld of WarcraftGrand Theft Auto VAdvertising experts do not have to hone in on just the most popular titles however as lesser known franchises and indie games can offer excellent marketing opportunities as wellLandscape of Ad Formats Set to ChangeThe sheer effectiveness of static and dynamic ads in videogames will continue to support their use well into the next decade and beyond amp160For example as a FIFA partner Adidas has always played a large role in the franchiseamp8217s videogame designs with wellplaced ads amp160As gaming graphics improved characters started sporting Adidas gear and using iconic ball designs to achieve much success in further promoting the brand amp160Racing franchises such as Forza and Gran Turismo employ a similar approach to successfully advertise their brand partners and supporters amp160With the rise in popularity for virtual reality equipment immersive gaming experiences will undoubtedly add even more value to branded products and static advertisements placed in these digital environments amp160The ability to digitally examine manipulate and utilize branded products and view static ads up close can speed up brand familiarity in phenomenal waysIn the world of mobile games however advertisers continue to search for the sweet spot amp160The development of both playable and rewarded ads is hoped to take the sting out of popups to improve user engagement positive brand recognition and clickthrough or conversion ratesAcross the board advertisers need to gear their ads to male and female gamers alike to support the influx of female videogame enthusiastsamp160 Fortysix percent of people who regularly play videogames identify as female according to Big Fish Games amp160In response videogame developers have been increasing their representation of women in videogames so marketers need to follow suit with the use of equally inclusive advertising strategies amp160A Future of Innovation Projections for the Years Ahead in Videogame Marketing With advertising investments approaching 25 billion by 2020 and as technology improvements support more immersive gaming environments advertisers will enjoy even better returns through the direct interaction with their brands and brand messages in gaming environments amp160New creative approaches and ecommerce strategies will be required creating new revenue opportunities for promotional creative and direct marketing agencies as well as media brands that can extend their franchises to incorporate a relevant gaming experience

REQUEST A FREE AD SALES MARKETING EFFECTIVENESS AUDIT

Gaming: A New Frontier for Advertising and Marketing Innovation

Author

Publish date

Channel

Jack Myers

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

More Videos:

REQUEST A FREE AD SALES MARKETING EFFECTIVENESS AUDIT

Gaming: A New Frontier for Advertising and Marketing Innovation

Enjoying This Commentary? There's More to Love

Jack Myers

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

Cookies