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ADVERTISERS AWARE OF VIDEO GAMING AS A MEDIA CHANNEL – BUT UNSURE HOW TO UNLOCK IT
Admix, the leading In-Play advertising platform that bridges the gap between gaming content and brands, released the findings of its major research study into video gaming’s emergence as the key media channel.
Gaming is a lucrative channel, where three billion active gamers will spend almost $176 billion on games in 2021, a figure which is set to surpass $200 billion in 2023. Admix was aware, though, that brands and advertisers have only begun to capitalize on what gaming has to offer as a media channel, particularly on mobile, which is now larger than PC and console gaming combined.
To understand what brands know about the video gaming market, their experience of in-game advertising to date, and their plans for reaching a vast – and growing – gaming audience in the future, Admix commissioned independent creative market research agency Atomik Research to conduct an online survey of more than 400 respondents in the UK and US, with responsibility for media buying in their company.
The survey found that around 93% of advertisers had seen an increase in video game advertising spend over the past 12 months. But, while the prevalence of in-game advertising may have increased, it’s still considered a grey area by many.
According to Samuel Huber, CEO and Co-founder at Admix, “Just as the desktop web was the dominant media channel for the 2000s, surpassed by social media in the 2010s, video gaming is now on the cusp of claiming the crown of key media channel. However, although buyers are broadly aware of this, the survey reveals that they appear to underestimate how close we are to it becoming a reality.”
Key findings:
Games advertising growth – 81% of media buyers plan to either maintain or increase in-game advertising spend over the next 12 months, with 93% intending to run some form of in-game advertising by 2025.
Key drivers for growth – The rapidly developing infrastructure behind in-game advertising is driving its growth – with increases in the availability of programmatic options, third-party verification for in-game advertising performance and an increase in the availability of in-game inventory cited by advertisers as the most common reason for the category’s growth.
Barriers to adoption – However, a fifth of media buyers cited a lack of understanding as the biggest reason for not investing in in-game advertising, with 31% considering it a grey area.
Premium inventory – 60% of respondents felt consoles offered more premium video game inventory than mobile. However, a third identified casual mobile games as being premium – narrowly higher than any other in-game environment.
Gamer spend – Advertisers realise that video gaming is a huge market – 34% believe gamers’ average spend is between $100 and $500 billion. In fact, it’s estimated that gamers spent $165 billion in 2020 – more than half of that on mobile gaming.
Gaming audiences – Media buyers drastically underestimate the scale and diversity of gaming audiences, with a perception of the typical gamer most closely matching the profile of a male console gamer. A third believe there are between 100 and 500 million active daily gamers, while 27% think there are between 500 million and 1 billion. In reality, there are 3 billion across the world – 2.8 billion of whom play on mobile – with an even gender split.
Transatlantic differences – US brands seem to be more wary than their UK counterparts. 23% of US buyers aren’t spending on in-game advertising due to resistance from clients, compared to just 9% in the UK, while 52% of UK media buyer’s clients are asking for in-game activity in the next 12 months compared to 33% in the US.
Samuel Huber commented on the findings:
“With over three billion gamers generating hundreds of billion dollars in annual revenues, it’s impossible to ignore video gaming as the next key media channel. Indeed, it’s no surprise that Netflix sees Fortnite as a bigger competitor than other video on-demand platforms. But while media buyers are certainly aware of gaming’s potential as a media channel, it’s clear from the findings of this survey that they’re less certain about how to access it. Gaming is still a massive, intangible opportunity in the minds of many advertisers. Education is needed, therefore, to give them the knowledge and confidence they need to access it in a meaningful way with In-Play; and reap the rewards it represents.”
Former UEFA.com editor Eugene Ravdin has launched a weekly sports column on MightyTips.com, which will offer his thoughts and opinions on the latest developments in global sports.
MightyTips is proud to announce the launch of the weekly column, titled “The Ravdin Report”, from a seasoned sports media expert.
The column will feature weekly insights from the renowned sports journalist Eugene Ravdin, providing readers with his thoughts and views on sports, sports betting, and fantasy sports.
Additionally, publications will cover some of the biggest sports events and highlight prominent athletes across a diverse range of sports.
Eugene Ravdin is an experienced sports expert with decades of experience covering major sporting events.
Before joining MightyTips, he spent 19 years in various roles at UEFA.com, the UEFA official website. Most notably, as the Editor-in-Chief of the Russian-language editorial team.
During his time at one of the most recognisable organisations in association football, Eugene Ravdin covered a plethora of events and competitions from the men’s and women’s UEFA EUROs, through to the UEFA Champions League and UEFA Europa League finals.
Ravdin’s wealth of knowledge and experience has been bolstered over the years thanks to his journalistic avenues, where he has interviewed top-level sportspersons, such as Arsène Wenger and Guus Hiddink.
Eugene Ravdin, Communications and Marketing Manager at MightyTips, said, “I have spent almost all my professional career in the world of sports media, and have always been restricted by a certain topic or angle.
MightyTips offered me an engaging platform to write on with practically no boundaries. This is both challenging and inspiring, and I hope to give our readers a pinch of a personal take on a wide range of sports, competitions, and stars..
The Ravdin Report will provide insightful tips and opinions, which enhance the sports media and betting experience for MightyTips and its readers.
Not only will it cater to the interests of avid sports fans, but keep them updated with the latest news, analysis, and predictions of the sports world.
Users can expect a wide range of content in the new weekly sports column, including insights on football, basketball, boxing, and other sports.
You can check out the column over on MightyTips.com. Be sure to bookmark to get your dose of comprehensive coverage of the sports you love most.
The post Former UEFA.com editor Eugene Ravdin launches weekly sports column on MightyTips.com appeared first on European Gaming Industry News.
PepperMill Casino launches a new exclusive feature: PepperMill Jackpots.
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By playing on the platform, players will automatically have a chance to win these three PepperMill Jackpots! PepperMill Casino keeps providing innovative and immersive ways to enhance the platform experience while ensuring that every player has access to a fully responsible, safe and reliable gaming session.
The post PepperMill Casino launches a new exclusive feature: PepperMill Jackpots. appeared first on European Gaming Industry News.
Codere Online (Nasdaq: CDRO / CDROW, the “Company”), a leading online gaming operator in Spain and Latin America, has released its preliminary unaudited[2] financial results for the quarter ended March 31, 2024.
Aviv Sher, CEO of Codere Online, commented on the results, “We are off to a strong start in 2024, with net gaming revenue of €53 million in the first quarter, 34% above that of last year and once again our highest ever quarterly figure. Our focus on Mexico and Spain continues to yield impressive results, with net gaming revenue in Mexico growing by 51% in the first quarter to nearly €27 million. In Spain, meanwhile, net gaming revenue grew by 21% to over €22 million. In both markets, our targeted marketing efforts allowed us to grow our active customer base by c. 25% as a result of the acquisition of higher quality customers (i.e. lower churn) but also with an increased spend per active.”
Oscar Iglesias, CFO of Codere Online, stated, “Once again, top line growth exceeded our expectations in the first quarter, with Mexico continuing to put distance on Spain as our largest market by revenue. We are particularly excited, however, to see Mexico now also contributing positive Adjusted EBITDA for the first time. This, together with a strong performance by Spain, allowed us to generate €1.7 million in total Adjusted EBITDA in the first quarter, which represents a significant step towards achieving our full year profitability targets.”
Mr. Iglesias further added, “On the back of this strong performance in the first quarter and based on recent trading activity, we now expect to generate between €195-210 million of net gaming revenue in 2024, and reaffirm that we expect to generate positive Adjusted EBITDA and cash flow for the full year in 2024.”
Recent Events
Launch in Mendoza
· Subject to obtaining final regulatory authorization, we expect to launch operations in the Province of Mendoza over the coming weeks.
· Mendoza is the 5th most populated province in Argentina with over 2 million people.
· This launch will further increase our presence in the country, where we started operations in the City of Buenos Aires in December 2021, and continue pursuing a license in the Province of Buenos Aires.
Rayados Renewal
· On March 15, 2024, Codere Online agreed to extend its relationship with the Monterrey Rayados Football Club as its Official Betting Partner for the next four seasons.
· With this renewal, Codere Online also became the Main Sponsor of the women’s team, Rayadas.
· Codere Online expects to continue to deliver on its growth plan in Latin America, relying on this and other sponsorships and local activations.
Board Appointment
· On April 9, 2024, the Board of Directors of Codere Online appointed Daniel Valdez as a member of the Board and the Audit Committee.
· Mr. Valdez previously served as a member of the Board between the consummation of the business combination in November 2021 and August 2023.
The post Codere Online Reports Financial Results for the First Quarter 2024 appeared first on European Gaming Industry News.
Former UEFA.com editor Eugene Ravdin launches weekly sports column on MightyTips.com
PepperMill Casino launches a new exclusive feature: PepperMill Jackpots.
Codere Online Reports Financial Results for the First Quarter 2024
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