In-Game Advertising, a New Way to Brand Your Business
One of the addictive thing in the world is game. Why we said that? Because almost everyone playing game every day, and most of them will be addicted to it. Gaming is now a huge global entertainment phenomenon and presents a great opportunity for advertisers. So, can the marketers use the game to branding their brand without interfere the course of the game? Of course, In-Game Advertising is the answer.
What is in-game advertising?
Well, the simple explanation about this “in-game advertising” is adding the ads in a game environment with vary nuances dramatically. For examples, the in-game ads appear as the logo of major corporations in the billboards, posters, or an object in the digital games.
In-game advertising alone has many advantages to entertain and draw attention of the player. Company can quickly and effectively reach the audiences that spend an increasing amount of time with games. Besides the ads will not be a distraction, it will be a feature that deliver the messages in the subtle form of advertising. In-game advertising will also can be targeted based on location, demographic, or time.
Knowing that many people playing video games in their computer, cell phones and tablet, in-game advertising will help the company to engage the brand awareness to the consumers increasingly relevant. Many global brands are now seeing the benefits of investing in in-game advertising. The company can customize their ads and products as the part of an integrated, multiplatform campaign, or through standalone in-game activity.
For example, the Coca Cola Polar Race game, President Obama advertised in video games during the 2008 election, and the McDonald campaign about their Beef Mates Meal.
In-game advertising will help the company to target a particular market according with the video game genres. According to Microsoft’s Massive (an in-game ad serving company for Xbox & PC), in-game advertising has been found to increase purchase intent by 24%, brand recommendation by 23% and, overall brand rating by 32%. In-game advertising also has a greater advantage over TV ads which are only has spots feature 30-60 seconds of commercials & a typical in-game advertisement exceeds 300 seconds.
As a new medium to reach the consumers, the in-game ads are unavoidable in a virtual environment has the prominence of a brand placement and has a positive impact on brand recall. In-game advertising has a bright future that increasingly interactive and effectively priming audiences for engagements and sponsorships within associated gaming environments.