How programmatic platforms are opening new gaming worlds for brands!
New opportunities for advertisers are emerging thanks to the integration of programmatic solutions into gaming environments, say leaders from StackAdapt, Reddit and Allied Global Marketing.
Taking a retro view of the video game world throws up some fascinating instances of in-game advertising and playable “advergames” developed on behalf of brands. Noteworthy examples include the 1980s home computer game Mr. Wimpy, created as a tie-in with the burger chain, and PlayStation action game Pepsiman, which featured the Japanese mascot of the soft drinks company.
It’s fair to say, however, that the scale and sophistication of advertising in the gaming world have progressed exponentially since those days, reaching new heights along with the tech that is driving new experiences for gamers.
In this fast-growing landscape, with forecasts suggesting that gaming-related advertising will be worth $17.6bn globally by 2030, brands are looking for opportunities to connect with varied audiences through previously untapped ways.
Programmatic innovation in gaming
Matthew Thomas, sales director UK and EMEA at StackAdapt, speaks of the increased sophistication that programmatic in-game is delivering for brands – but notes that there’s a distinction between well-established, standardized in-game advertising and these emerging opportunities: “In the programmatic space, where perhaps the most innovation is actually happening, this is more around ‘intrinsic in-game’ or ‘blended in-game’. Now these are terms that we use to describe serving ads within the native gameplay itself.”
Thomas highlights examples including the presence of native ad units in racing games that can deliver a programmatically-served creative. This, he argues, provides a more natural, less intrusive experience for gamers than more traditional in-game advertising, and creates higher engagement for brands.
Melanie Wills, vice-president of partnerships UK and Europe at Allied Global Marketing sees big opportunities to integrate brands more fully into games – to have players actually interacting with, and using, products and services. This, she says, is becoming more advanced with cosmetic and clothing items lending “extra reality and fun to games”.
The Drum
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