PlayFronts 2024 Round One: Play Your Ads Among Gamers of All Ages

The Big Message If you39ve yet to place ads in or surrounding videogame play whether the target demographic is millennials generations X Y Z or Alpha now39s the time to move in and do so If you39re already engaged with videogame campaigns now39s the time to expand your engagement with more spending going after a range of audiences and ingame messaging quotGaming is not a key piece of an industry but an integral part of our here and nowquot proclaimed David Cohen IAB39s Chief Executive OfficerHost Zoe Soon pictured above Vice President of IAB39s Experience Center unit Always authoritative and engaging when on stage and has the ability to move from one segment to the next down patWhat Worked Presentation after presentation throughout the day that delivered valuable information to attendees whether coming from a game developer or specialized ad sales agency Videos graphics and vital stats were extremely wellsynchronized and displayed in Cineramalike fashion above the presenters and panelistsWhat Also Worked Inclusion of recent advertising campaigns in most of the presentations Attendees appreciated the opportunity to see for themselves how brands can win over gamers concerned about sponsors interrupting the action or spoiling their experience especially with Roblox Minecraft Fortnite and similar game platforms Examples of responsible ingame tactics range from billboards and signage along a race course to appropriate clothing logos One of the more unique campaigns in some time Intuit TurboTax39s pregame feature for Fortnite launched early March where users could work on their tax returns prior to play put together by agency Bent Pixels Over the first week as many as 8598 players could use the app simultaneously and 12 million players used the app by midMarch Average session time 40 minutesWhat Didn39t Work The absence of news on new gamesamp8212and new advertising opportunities in the coming months from Activision Blizzard Media now under Microsoft ownership Ubisoft and other presenting game developersData Points The US videogameplaying population stands at 213 million people according to new IAB research Fortysix percent of gamers are women and more than 90 percent of both the Gen X and Alpha population are active videogame players Recent data from Activision Blizzard Media infers 57 percent of games do not want their play interrupted by ads or be forced to watch commercials during play More than 58 percent of Roblox39s daily users 71 million are age 13 or over with age 1724 the venture39s fastestgrowing audience base Sixtyfive percent of people playing smartphonemobile games are age 35 and up according to research from Zynga Seventyseven percent of all mobile gamers Zynga surveyed for their findings play while watching TV or hearing musicNews Videogame advertising sales agency Super League is now working with Common Sense Networks on a variety of initiatives Common Sense Networks distributes reviews of videogames TV and other entertainment media that address their suitability for children and parents and programs Sensical the ondemand service distributing kidfamilyfriendly video content and games through smart TV sets and devices Ally Financial through the agency Super Awesome will introduce a new game playable on Roblox Fortnite and Minecraft where players can earn rewards for reaching or exceeding score levels In a few weeks IAB will launch quotGaming 360quot a series of fourhour virtual training sessions educating advertisers agencies and media buyers on the videogame scene and gamer demographicsBonus Points A variety of thirstquenchers available throughout the day from iced tea to fruitflavored sparkling waters ending with a choice of plentiful pasta at the dayending reception penne pesto or shells with tomato sauceParting Words quotGaming is more than entertainment It39s entertainment plus interactivity social connection relationshipbuilding achievement creativity and commerce The gateway into the futurequotamp8212IAB Experience Center Vice President Zoe SoonquotThe reality is gamers are not a monolithic proposition They are a tremendous ecosystem They are multiplatform playersquot Jordan Shlachter Measurement and Insights Head at Activision Blizzard MediaquotThe future of gaming is making it easier for people to play the games they lovequot Activision Blizzard Media Senior Vice President and General Manager Clement XuequotYou want your brands in immersive gaming platformsquotamp160 Super League President Matt EdelmanquotKeep in mind that the next generation of gamers will be default creators not just default consumersquot Super Awesome Global Chief Revenue Officer Ryan MooreClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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PlayFronts 2024 Round One: Play Your Ads Among Gamers of All Ages

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Simon Applebaum

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PlayFronts 2024 Round One: Play Your Ads Among Gamers of All Ages

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