Get Ahead of the Game: The Advantages of In-Game Advertising

In-game advertising presents a vast opportunity for brands to reach a diverse audience. In 2022, 227 million people played video games in the United States, with 46% of those being women. Gaming revenues are projected to reach $285 billion by 2027, making it an ideal market for advertisers to tap into. In-game advertising offers businesses a chance to target a diverse demographic with a range of interests, making it a universal pastime.

Video game ads come in various forms, such as short videos that play between levels, banners at the bottom of the screen, or branded clothing worn by players. Advertisers can reach new audiences, expand their community, sell more products or services, and game publishers can monetize their content. Mobile game developers are particularly interested in in-game advertising because they can offer a freemium experience with ad spots sold in exchange for a fee.

Any brand or advertiser interested in expanding their marketing campaigns outside of the usual scope should consider creating an in-game ad campaign. The gaming industry has evolved to the point where players have consoles in their hands, meaning ad campaigns can reach them at all times. Advertisers can reach specific audiences by advertising on certain game titles, tailoring their message to reach the exact audience they want.

Mobile games offer the most significant opportunity for advertisers in 2022 since gamers of all ages play on their mobile phones, and this platform represents the largest possible audience. Mobile apps are easy and fast to set up, with campaigns deployable within minutes. KPIs most likely to measure are impressions, clicks, and video completion rates.

Marketers have been slow to tap into the gaming industry, and advertising in games accounts for less than 6% of total digital ad spend. Technological advances in how ads can be inserted seamlessly into games, coupled with a shift in people’s perceptions of gaming, are helping to ease some of the resistance to implementing ads in games.

In-game advertising offers several benefits for brands. It is more cost-effective than other forms of marketing, with mobile gaming audiences set to reach over three billion by the end of 2023. In-play ads, such as banners that run throughout the game, provide viewability, while ad tech companies are developing solutions to enable measurement. Advertisers will be able to determine how many views their ads are getting, while extensive ad targeting capabilities, fraud protection, and brand safety measurements make in-game ads more attractive.

In-game rewards add value to the transaction, and gamers feel their money is going further. 70% of gamers surveyed were open to trying a new subscription product or service. Advertisers can select the genre of the games in which they want to advertise, ensuring that their message reaches a specific audience.

Brands that have succeeded in in-game advertising include Burger King, which engaged with Elden Ring players on their own terms. The challenge encouraged streamers to use only fire and flame-based weapons and spells within the game world, and it felt authentic and true to how gamers create content.

In conclusion, in-game advertising offers a vast opportunity for brands to reach a diverse audience, and video games are an excellent market to reach a target audience. Mobile games offer the most significant opportunity for advertisers in 2022, with extensive ad targeting capabilities, fraud protection, and brand safety measurements making in-game ads more attractive. The gaming industry has evolved to the point where players have consoles in their hands, making ad campaigns visible to them at all times. By tailoring the message to reach specific audiences and selecting the genre of the game in which to advertise, brands can succeed in in-game advertising.