In Game Advertising Companies – In Game Advertising (IGA)

In Game Advertising Companies – In-game advertising (IGA) refers to advertising in computer and video games. So, who are gamers? Well almost anybody with a mobile internet enable phone is potentially a gamer, apparently 62% of the population consider themselves as gamers. A little high you might think, but maybe not if you consider playing games on your phone such as, Pokémon Go, Chess, Tetris, Scrabble, makes you a gamer!! And we have yet to consider, consoles such as X-box, PlayStation, Nintendo, PC, Minecraft….

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If your goal is to position your brand and message towards consumers, there are countless eyeballs around the world playing computer games. In fact, research by App Annie found that games generated approximately 85 per cent of mobile app market revenue in 2015, which equates to $34.8 billion across the globe.…time for marketers’ to take a look at the ‘most downloaded’ app charts….’gamers’ are not to be ignored, let’s take a look at a typical gamer demographic.

In Game Advertising Companies – Gamer Demographic/Profile:

Due to the amount and type of games available, the demographic is very subjective, and thus it’s very important to understand what audience is playing what games. The Entertainment Software Association report that 48 percent of gamers are female and the average player age is 31 and has been gaming for 14 years. Companies and marketers’ must discover who is playing what games and must remember that it is very easy to turn a consumer off their brand with poor profiling and targeting the wrong audience.

In Game Advertising Companies – Why Gaming Advertising:

• The CPM rates are relatively high in comparison to traditional CPM rates and are more affordable
• Advertisers can target the very desirable 13 to 35 year demographic
• Gamers have to be aware of their screen and are more likely to see advertisements and as the CPM rate suggests gamers embrace adverts, probably because the adverts are well profiled
• The audience is young and affluent

In Game Advertising Companies – Be careful…

• Just like attaching your brand to a film, the association must fit the brand.  The same applies to gaming, some games are rated parental guidance for a reason.
• Try to engage and connect with gamers, include the message within the entertainment experience which dilutes the intrusive element of advertisements
• Logos and banners don’t cut it for this type of audience
• Monitor online chat and gaming boards for input from gamers, they can be great brainstorming platforms!
• IAB research maintains that 75% of gamers are happy to accept advertisements in free apps or online games.  It’s a fair exchange, the intrusive advert for free entertainment….is there an opportunity here for brands……?

In Game Advertising Companies – Digital Sales – Need Help?

If you need help with any aspect of digital marketing and sales, especially around gaming, we are a company with the knowledge and expertise to help. Call the team or send us a mail at: info@digitalsales.ie, see our contact us page for our office locations.