{"id":14550,"date":"2024-04-18T12:00:00","date_gmt":"2024-04-18T12:00:00","guid":{"rendered":"https:\/\/makerstudio.ro\/gaming-content-prospects-for-brands\/"},"modified":"2024-04-24T15:21:47","modified_gmt":"2024-04-24T15:21:47","slug":"gaming-content-prospects-for-brands","status":"publish","type":"post","link":"https:\/\/makerstudio.ro\/en\/gaming-content-prospects-for-brands\/","title":{"rendered":"Gaming content &#8211; prospects for brands"},"content":{"rendered":"\n<p><\/p>\n\n<h4 class=\"wp-block-heading\"><span style=\"color: #000000;\">Gaming content and how in-game advertising meets both marketing, brand and performance objectives.<\/span><\/h4>\n\n<p><span style=\"color: #000000;\">The vast majority of marketers who come across the gaming space (<strong>91%<\/strong>, to be exact) no longer consider gaming an experimental media channel. It&#8217;s a very relevant insight for the future of dedicated gaming content creation. It comes from a survey conducted by <em>IAB<\/em> and <em>Advertiser Perceptions<\/em>, published in March 2024.<\/span><\/p>\n\n<p><span style=\"color: #000000;\">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.<\/span><\/p>\n\n<p><span style=\"color: #000000;\"><strong>35%<\/strong> of respondents have an advertising budget dedicated to games. This is very good news for the future of branded content generated for games.<\/span><\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"659\" src=\"https:\/\/makerstudio.ro\/wp-content\/uploads\/2024\/04\/Gaming-content_perspective-pentru-branduri-1024x659.jpg\" alt=\"Gen Z boy enjoying winning a computer game, dressed in a red hoodie, white cap and headphones.\" class=\"wp-image-14542\" srcset=\"https:\/\/makerstudio.ro\/wp-content\/uploads\/2024\/04\/Gaming-content_perspective-pentru-branduri-1024x659.jpg 1024w, https:\/\/makerstudio.ro\/wp-content\/uploads\/2024\/04\/Gaming-content_perspective-pentru-branduri-300x193.jpg 300w, https:\/\/makerstudio.ro\/wp-content\/uploads\/2024\/04\/Gaming-content_perspective-pentru-branduri-768x494.jpg 768w, https:\/\/makerstudio.ro\/wp-content\/uploads\/2024\/04\/Gaming-content_perspective-pentru-branduri-1536x988.jpg 1536w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><strong><span style=\"color: #000000;\">Gaming content and how in-game advertising meets both marketing, brand and performance objectives.<\/span><\/strong><\/figcaption><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\"><span style=\"color: #000000;\">Gaming content: Current state of gaming advertising<\/span><\/h2>\n\n<p><span style=\"color: #000000;\">Those who use gaming ads agree that it is an increasingly important tactic for their companies. Of those, <strong>40%<\/strong> plan to increase spending on in-game advertising by 2025.<\/span><\/p>\n\n<p><span style=\"color: #000000;\">The increases in spending come amid the growing importance and prevalence of gaming worldwide. According to <em>Entertainment<\/em> <em>Software America<\/em> (ESA), there are 213 million gamers in the US. Meanwhile, eMarketer estimates that investment in gaming ads will grow from <strong>$8.53<\/strong> billion in 2024 to <strong>$11.49<\/strong> billion by 2027.<\/span><\/p>\n\n<h2 class=\"wp-block-heading\"><span style=\"color: #000000;\">Why marketers use advertising in games<\/span><\/h2>\n\n<p><span style=\"color: #000000;\">As in-game advertising continues to mature, it is becoming a trusted platform for delivering premium content. <strong>86%<\/strong> of marketers surveyed agree that it is brand safe. In addition, <strong>85%<\/strong> of those surveyed are confident in their ability to measure the effectiveness of in-game branded content.<\/span><\/p>\n\n<p><span style=\"color: #000000;\">Given this information, it is clear that in-game advertising serves a great potential for engagement with consumers in their preferred medium. An impressive <strong>90%<\/strong> 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&#8217; experiences.<\/span><\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/makerstudio.ro\/wp-content\/uploads\/2024\/04\/Gaming-content-&#x2013;-perspective-pentru-branduri-1024x634.jpg\" alt=\"Open phone on Fortnite game by a person.\" class=\"wp-image-14544\" style=\"width:1024px;height:auto\"\/><figcaption class=\"wp-element-caption\"><span style=\"color: #000000;\">Gaming content: Current state of in-game advertising<\/span><\/figcaption><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\"><span style=\"color: #000000;\">Gaming content: Virtual playgrounds<\/span><\/h2>\n\n<p><span style=\"color: #000000;\">Brands recognise the value of integrating their content into popular games like <a href=\"https:\/\/www.roblox.com\/\"><strong>Roblox<\/strong> <\/a>and <a href=\"https:\/\/www.fortnite.com\/\"><strong>Fortnite<\/strong><\/a>.<\/span><\/p>\n\n<p><span style=\"color: #000000;\">For example, in 2023, <em>Roblox<\/em> 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, <em>Fortnite<\/em> currently receives less brand attention than <em>Roblox<\/em>. However, its expansion into metavers from 2023 promises to reveal a host of new opportunities.<\/span><\/p>\n\n<h2 class=\"wp-block-heading\"><span style=\"color: #000000;\">In-game advertising is effective throughout the consumer journey<\/span><\/h2>\n\n<p><span style=\"color: #000000;\">In-game advertising meets both marketing and branding objectives as well as performance objectives. <strong>78%<\/strong> of those surveyed said it is a very good tactic to generate awareness and drive purchase.<\/span><\/p>\n\n<p><span style=\"color: #000000;\">Video games are not just &#8220;for kids&#8221;. In 2023, the average video game player will be 32 years old. <strong>53%<\/strong> are male, while <strong>46%<\/strong> identified themselves as female. For brands, games offer one of the best opportunities to reach a very diverse audience.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gaming content and how in-game advertising meets both marketing, brand and performance objectives. The vast majority of marketers who come [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":14547,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[130],"tags":[276,449,200,203,168,193,201,565],"ppma_author":[377],"class_list":["post-14550","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-maker-voice","tag-brands","tag-fortnite-en","tag-genz-en","tag-maker-studio-en","tag-millennial","tag-social-media-2-en","tag-tiktok-en","tag-video-games"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Gaming content - prospects for brands - Maker Studio<\/title>\n<meta name=\"description\" content=\"Gaming content and how in-game advertising meets both marketing, brand and performance objectives.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/makerstudio.ro\/en\/gaming-content-prospects-for-brands\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gaming content - prospects for brands - Maker Studio\" \/>\n<meta property=\"og:description\" content=\"Gaming content and how in-game advertising meets both marketing, brand and performance objectives.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/makerstudio.ro\/en\/gaming-content-prospects-for-brands\/\" \/>\n<meta property=\"og:site_name\" content=\"Maker Studio\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/makerstudio.ro\" \/>\n<meta property=\"article:published_time\" content=\"2024-04-18T12:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-04-24T15:21:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/makerstudio.ro\/wp-content\/uploads\/2024\/04\/Gaming-content-perspective-pentru-branduri-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1708\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Bogdan Ivascu\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Bogdan Ivascu\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/makerstudio.ro\/en\/gaming-content-prospects-for-brands\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/makerstudio.ro\/en\/gaming-content-prospects-for-brands\/\"},\"author\":{\"name\":\"Bogdan Ivascu\",\"@id\":\"https:\/\/makerstudio.ro\/#\/schema\/person\/e6ba413cf5247910d1ccba8137eee6bf\"},\"headline\":\"Gaming content &#8211; 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