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Gaming is in the mainstream and it’s here to stay

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By Tobias Knutsson, CEO, Adverty

It’s taken a lot to finally rub out marketers’ lingering belief that gaming is a thing for kids, a niche media channel, a flash in the pan. The pandemic did some of the final lifting, but in a gaming business that is booming on all sides, absorbing women, older people, obsessive Esports fans, cloud gamers, monthly subscribers – you name it – the numbers are now unignorable: an estimated audience of somewhere between 2.5bn and 3bn+, with a global value of $162.32bn last year. If that’s not mainstream, what is?

Nike, Coca-Cola, Redbull, even Gucci and L’Oréal have all waded into the gaming space, and smaller brands with more modest budgets are beginning to follow. So gaming is having a moment that started some time ago and promises to last – what should its exponents do to maximise it and build strong, sustainable connections with brands?

Hold their hands

Brands that are new to gaming often lack in-house expertise and even background knowledge. As with social media, gaming needs dedicated experts on the client side, and inevitably brands will recruit their own, but until that part of the puzzle falls into place, it is incumbent on publishers and ad tech providers to explain the protocols, the opportunities and the rules of thumb in clear and accessible terms. (In brief: respect the space, add value, but don’t get in the way.)

Bring gaming ads in line with other media

Convincing marketers is one thing, but the gaming advertising business needs to give those executives the tools to win the argument with the finance people. That means the gaming world needs to work hard to standardise its metrics, its formats, its sizes, in order to bring itself into line with the wider ad industry. Gaming is a complex environment for brands, who will ultimately only invest in what they understand. So the emergence of formats that stand direct comparison with those of other media – such as  Adverty’s own In-Play branding ads and In-Menu performance ads – combined with robust metrics, strengthen gaming’s pitch for brand dollars.

Never generalise

The gaming audience is indescribably varied and ranges far beyond the young, male stereotype. More than 50% of mobile gamers are older than 34 [source: Mediakix] and 51% are women [source: MoPub]. So the question isn’t any longer about which brands could benefit from targeting ‘a gaming audience’, but exactly how to target your brand’s precise audience through gaming.

Make it worthwhile for users

The predominance of mobile games – which last year claimed $120 billion of consumer spend against home and handheld consoles’ $43 billion [source: App Annie] – indicates a need for strong mobile-friendly advertising models. A weight of research points to the fact that  free-to-play gamers understand the value exchange and are comfortable with the presence of advertisers, but tolerance turns to genuine enthusiasm when brands add value to gaming. In-game rewards such as hints and power-ups work well in exchange for watching ads and dovetail nicely with in-game purchases. Further research points to the effectiveness of in-game branding advertising as a driver of positive sentiment.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Booming Games expands Belgian presence with Napoleon Sports & Casino launch

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Malta-based slot supplier Booming Games kicks off 2022 with the launch of their most popular slot titles on Napoleon Sports & Casino in Belgium. Booming Games’ slot portfolio comprises more than 60 HTML5 slot games including popular titles like Cash Pig, Mighty Gorilla, Burning Classics and latest release Howling Wolves Megaways. All games will be available to Napoleon Sports & Casino and their Belgian players over time. Booming Games release up to two new games per month. Soon to be released are Book of Poseidon, Flaming Chilies and Kim’s Wild Journey.

“We are proud and excited to team up with Napoleon Sports & Casino to further strengthen our presence in the Belgian market” said Frederik Niehusen, Chief Commercial Officer at Booming Games. “Napoleon Sports & Casino is a leading and very reputable operator in Belgium. This is the next strong addition to our constantly growing client portfolio in regulated markets and we are looking forward to working with them”, he added.
Melissa Deboelpaep, Game Expert at Napoleon Sports & Casino added, “At Napoleon, we’re always thrilled to enhance and improve the gaming experience of our players. We strive to offer them the best entertainment in the safest environment. With the addition of Booming Games to our portfolio, I strongly believe we are doing exactly that.”

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Adverty launches In-Play™ ad technology in first major racing title from Wolves Interactive

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Adverty AB (publ) and Wolves Interactive, a leading Istanbul-based developer of mobile racing games, today announce a partnership which brings Adverty’s multi-patented In-Play™ ad technology to Wolves’ global hit Motorbike – Traffic Racer.

With more than 10 million downloads since its launch in 2018, Motorbike: Traffic Racer has built a devoted worldwide audience of players who love to race lifelike motorcycles in a real-world setting. This inaugural collaboration between Adverty and Wolves Interactive also marks the first output of Adverty’s Istanbul team, as the Turkish city cements its reputation as a major hub for game development.

“We are delighted to announce this exciting partnership with Wolves Interactive,” says Thorbjorn Waring, CSO of Adverty. “Racing games are a great fit for our ad format and highly sought after by advertisers. Wolves stands among the very top developers in the world for this type of game, offering superb, life-like graphics which appeal to well-defined and otherwise hard-to-reach target audiences. We are honoured that they have chosen to work with us and we look forward to a long and highly successful partnership.”

Marawan Hassan, Chief Marketing Officer at Wolves Interactive, adds: “As a company, we are very focused on optimizing our advertising revenue, and in our view there is no format that shows more promise for growth than In-Play advertising. We have designed the In-Play ads for Motorbike – Traffic Racer specifically, so that they are displayed in a native, organic way, ensuring that the player experience is optimised.”

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Going Dutch! Leander Games secures Holland Casino deal

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The deal with one of the new market leaders secures access for Leander Games in Europe’s newest regulated market

Leander Games’ product will be available to players in the Netherlands following the supplier’s new deal with Dutch market leader Holland Casino.

Holland Casino is one of the ten operators to have been licensed so far to operate in the newly-regulated Dutch market.

“We’re pleased not only to be able to say our games are available to Dutch citizens but also to be adding such a prestigious name to our roster of clients,”: said Steven Matsell, CEO at Leander Games.

“This is a great opportunity to showcase our offering and given players in the Netherlands a sight of our hugely successful suite of games.

Games now available on the Holland Casino site include Fortune Teller’s Charm, Pearls of Poseidon, Chilli con Carnage, Wild West Zone, Diamond Blast Zone, Tomb of Mirrors, Cash Encounters, A Pirate’s Quest and Ways of the Labyrinth

The regulated market in the Netherlands was opened on October 1.

“We’re delighted to be working with the Leander,” said Holland Casino Digital Director Jeroen Verkroost, “They offer a great range of great content to several regulated markets, and their games will definitely excite our player base.”

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