Gaming content – prospects for brands
Gaming content and how in-game advertising meets both marketing, brand and performance objectives.
The vast majority of marketers who come across the gaming space (91%, to be exact) no longer consider gaming an experimental media channel. It’s a very relevant insight for the future of dedicated gaming content creation. It comes from a survey conducted by IAB and Advertiser Perceptions, published in March 2024.
The IAB study surveyed 300 marketers currently buying in-game ads. The results show that games are considered a mature and effective channel. This is especially true when it comes to capturing the attention of Millennials and Generation Z.
35% of respondents have an advertising budget dedicated to games. This is very good news for the future of branded content generated for games.
Gaming content: Current state of gaming advertising
Those who use gaming ads agree that it is an increasingly important tactic for their companies. Of those, 40% plan to increase spending on in-game advertising by 2025.
The increases in spending come amid the growing importance and prevalence of gaming worldwide. According to Entertainment Software America (ESA), there are 213 million gamers in the US. Meanwhile, eMarketer estimates that investment in gaming ads will grow from $8.53 billion in 2024 to $11.49 billion by 2027.
Why marketers use advertising in games
As in-game advertising continues to mature, it is becoming a trusted platform for delivering premium content. 86% of marketers surveyed agree that it is brand safe. In addition, 85% of those surveyed are confident in their ability to measure the effectiveness of in-game branded content.
Given this information, it is clear that in-game advertising serves a great potential for engagement with consumers in their preferred medium. An impressive 90% of marketers attest to its effectiveness in reaching otherwise hard-to-reach, valuable Gen Z youth audiences. It happens by placing immersive ads in users’ experiences.
Gaming content: Virtual playgrounds
Brands recognise the value of integrating their content into popular games like Roblox and Fortnite.
For example, in 2023, Roblox had 70.2 million Daily Active Users and 240 brand activations included in the platform, double the previous year. With approximately 231 million Monthly Active Users, Fortnite currently receives less brand attention than Roblox. However, its expansion into metavers from 2023 promises to reveal a host of new opportunities.
In-game advertising is effective throughout the consumer journey
In-game advertising meets both marketing and branding objectives as well as performance objectives. 78% of those surveyed said it is a very good tactic to generate awareness and drive purchase.
Video games are not just “for kids”. In 2023, the average video game player will be 32 years old. 53% are male, while 46% identified themselves as female. For brands, games offer one of the best opportunities to reach a very diverse audience.
