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Companies are betting on a lot of advertising insertion in free download games.
Gamers download more than one game a week from the app stores.
Although they prefer them with rewards, they criticize the saturation of propaganda.
The Covid-19 pandemic and the forced confinement of children and adolescents, for more than a year, established patterns of behavior and entertainment, giving a greater opportunity area for brands to reach out to gamers of different ages and interests, through ad games.
Although it was often speculated that video game users would not easily accept the inclusion of ads in any form and on all channels, the truth is that the download of free entertainment titles continues to grow, which has made companies put in It looks at the full potential that some categories offer, such as eSports.
Advergaming is not new, consumers of digital platforms are used to it; However, the type of ads that videogames necessarily offer you are part of a joint strategy that continues to innovate, offering everything from virtual rewards for downloaded titles to sensory experiences. In other words, the new advergaming of 2021 is a win-win of the associated brands.
Innovation in process
Precisely, as streaming and in-Game ads are not a novelty and most users know that they must see a mark when opening an application or when they finish a game in a game, now the challenge is to make advertising more attractive and attract the attention of the consumer… but of those who do pay for premium versions.
For example, in the game NBA 2K21 The mandatory advertising insertion is being tested and, although it is only done in the United States, it seeks to measure player satisfaction, since the game is paid and both are its versions PS4, Xbox and PC they have ads that must be viewed in full if the gamer wants to continue.
ReignMan # NBA2K21 #XboxShare pic.twitter.com/fWu3v0BfPe
– SeattleRick206 (@ ricardomcqueen2) October 13, 2021
Break strategy also stereotypes
The world of videogames has already become a pillar of digital marketing, as the player’s profile broke the gender and age barriers and diversified; more and more women and adults over the age of 30 and 40 are playing games.
Without the cliché about the common geek, now brands have greater scope to transmit their offers and that they reach the right sector. They already do, but they must improve.
Marketers should study the advergaming strategy well before saturating the platforms, since the audience that uses them today prefers not to pay for their games and accepts the ads consciously, but without great contemplation or attention to what is offered, much less when It is not in your interests.
There are from ads … to ads
Advertising in games will be a trend in 2022 that will reach, yes or yes, users who pay for their titles; however, with less transmission time.
According to a study by Toluna and Harris, video game experts, the ads best received by 54 percent of the players surveyed are those that allow access to rewards directly from their league.
In this area, 50 percent value advertising allows them to earn those rewards by doing something in the waiting time; another 41 percent prefer the ad to be more interactive than that.
In the sights, a sector that grows and grows
- 53 percent toSure to have played online in the last year and without app purchase.
- Fifty-one percent have maintained the ad games scheme.
- 45 percent use payment platforms, without in-app purchases.
- 25 percent are those users who make the payment without purchases.
- 23 percent of Internet users who made their purchase in a real way.
- 19 percent of respondents have both subscription methods.
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