In-game advertising is one of the fastest growing marketing strategies out there. Promotion within the context of computer and video games is what it refers to. If your brand is looking for a fresh and innovative way of reaching out to your young target market and increasing brand awareness, then in-game advertising might just be the one that you need.
Why In-game advertising
Based on a research study in 2005 conducted by the Nielsen Interactive Entertainment, TV viewership of males aged 18-34 has already decreased by 12 percent. Meanwhile, this same segment has increased video gaming time by 20 percent. This only means that this segment has become more difficult to reach, most especially via the traditional advertising mediums like the television. With target audiences shifting from traditional advertising forms to newer digital media, brands should be able to take a cue and get into the game of in-game advertising, if they want to still capture the audience’s share of mind.
The audience of in-game advertising
A word of caution though, the audience here is very much different from the regular television viewers. These gamers are known to be so in the zone and focused with the whole gaming experience. They are surely a captive audience as they are always alert and has heightened sense towards all goings-on in the game. As compared with television ads, the audience usually just lets them pass by. In in-game advertising, it can actually promote the game’s realism more, and as such making the connection of the brand and audience closer.
Opportunities in in-game advertising
With its advent, more and more companies and brands are getting into it due to the lure of its opportunities:
- Placement of the product: this refers to the way a product is seamlessly integrated into a certain situation or plot in the active gameplay. For instance, in the video game you might chance upon a vendo machine selling Pepsi products. The player might need to open up a Pepsi can in order to power up, to complete the play.
- Advergaming: this refers to certain interactive games that have been initiated especially for a certain product or brand where the type of gameplay revolves around it. These kinds of advergames are actually distributed or downloaded via the corporate website of the featured products.
- Dynamic ad placement: this kind of advertising allows static and dynamic or video based advertisements to place in PC, online and console games. At the dawn of live online gaming, advertisements can be traced and analyzed, allowing companies to do geographic targeting and time sensitive messaging, thereby maximizing their ad efforts to their target market.
In-game advertising is actually becoming a go-to marketing strategy for audience targeting, and is growing vastly year on year. In 2005 alone, it has been recorded to have reached $75 million, and is even estimated to reach up to $1 billion by the decade’s end. If your product or brand is still not into in-game advertising, you should start now or be left behind in the game.