From basements to big screens, the gaming space continues to explode in popularity with an estimated revenue of $17,590+ million by 2030 and growing at a compound annual growth rate (CAGR) of 11% over the forecast period from 2022–2030. It’s clear that consumers of all ages and backgrounds, nearly 3 billion consumers worldwide to be exact, are spending time playing games on PCs, consoles, handheld devices, and mobile devices. For marketers who have not yet explored this category, now is the time to start exploring in-game advertising. If you’re a marketer that’s ready to invest in this big opportunity, it’s time to move quickly. Check out our tips to help you get started.
The beauty of in-game advertising lies in its universal relevance. It touches every demographic with heightened audience attention. Targeting for in-game advertising is vast, meaning you can reach your audience, regardless of industry. Similar to the targeting options we know, love, and even some that we wish we could get back, in-game advertising offers demographics, geolocation, device type, platforms, and behavioral targeting to reach your ideal customer where they are whenever they are online.
Types of in-game advertising
In the world of gaming advertising, there are several formats to choose from, each with its own unique advantages:
- Static: These are messages hard-coded into the game, ensuring a lasting presence. While they tend to be more expensive, their longevity makes them a valuable option.
- Dynamic: Offering the flexibility to change ad content with a click, dynamic ads are prized for their adaptability and swift deployment.
- Sponsored Content: By integrating a brand or product within an ad, users are able to have a more tangible experience, making a lasting impression.
- Advergames: These are games specifically designed to promote a brand or product, offering a fun and engaging way to boost customer loyalty.
Ways to buy in-game advertising
When it comes to purchasing in-game advertising, marketers have several avenues to explore:
- Game publishers: Working directly with game publishers means more control over the targeting and content of the ad, including increased integration with the game. However, this approach may come with limitations in terms of reach and cost.
- In-game ad networks: Partnering with in-game ad networks connects you to multiple ad platforms, often at a more affordable cost. This approach is not as customizable as working with game publishers and will create greater variability when it comes to the quality of your ads.
- Programmatic: Programmatic buying involves the use of algorithms to automate ad placement across multiple platforms. This approach offers efficient and detailed targeting options based on consumer behavior, but may require technical expertise to maximize its benefits.
- Agencies: Working with an agency experienced with in-game advertising can be a strategic move. Agencies assess your goals, align your creative efforts, budget, and industry background to find the optimal solution that delivers the best results for your business.
The world of gaming advertising is a dynamic realm with seemingly endless possibilities. Whether you choose to collaborate directly with publishers, tap into ad networks, embrace programmatic advertising, or seek guidance from a specialized agency, the gaming space is ripe with opportunities to engage your audience and make a lasting impact.
To embark on this exciting journey into the gaming world and all that it offers, connect with us today.