Mobile is the dominant channel for in-game advertising, and it perhaps came as no surprise that it has had a tumultuous year following the rollout of Apple’s Do Not Track measures. Advertising industry experts examine the roadmap to recovery as the channel continues to mature.
Personalization with “App-ocalypse”
A jury may decide whether or not app marketing in a post-privacy world has positioned companies in every industry. -Ocalypse. But drama aside, it’s hard to ignore the huge impact lack of user data on his level will have on the mobile gaming market, which is worth US$92.2bn (£75.9bn) in 2022.
Expect dramatic changes as marketers move beyond ad-supported models to monetize gaming apps. The free-to-play schemes that have dominated gameplay since 2020 are finding their way as companies seek ways to make games addictive and users pledge to repeatedly pay to play. I will hand it over. No wonder the global subscription gaming market (he will be worth US$8.25 billion (£6.79 billion) in 2021) is projected to grow at his CAGR of almost 13%. is not. It’s the dynamic limits that make this a noisy and crowded space. To win subscribers (and beat gaming rivals and streaming giants), marketers must innovate and improve the player experience. This requires fresh content, new features, and a laser focus on his LiveOps. Under pressure to achieve great success on a limited budget, companies must find shortcuts. This is where personalization comes into play, enhancing campaigns and crafting messages, engaging players in events, and offering perks and prizes to ensure deeper engagement and loyalty.
The bonus at every stage is a deeper understanding of player types and motivations. So expect a wave of interest in tools and technologies that will allow products and marketing to better segment and match the right gameplay with the right players based on signals.
Peggy Anne Salz, Founder and Chief Analyst at MobileGroove
Match the immersion of the game itself
In the coming year, more and more advertisers will seize the opportunity for immersive advertising within games. The goal is to display discreet, contextually relevant ads to a large and growing online audience.
While in-game advertising opens up new revenue streams, advertising that works in this space must be creative, engaging and immersive.
Viewers no longer want to be interrupted by ads. Increasingly sophisticated partnerships and integrations for forward-thinking advertisers who recognize that seamless in-game advertising is the next step in ad monetization, moving advertising firmly into the entertainment realm. Expect to see innovative product placement, branding opportunities.
For example, this year we made it possible for the first time to programmatically stream video ads into a live game environment. The technology is available, and brands should try to offer a highly engaging experience that matches the immersion of the game itself.
Jonas Söderqvist, CEO of Adverty
Investing in brands
Games in 2023, and in-game advertising in particular, are maturing rather than “finally getting off the ground.” Games in 2023 will evolve to be even more relevant and visible across all age groups and traditional non-gaming groups as Netflix and similar players step up their efforts within this category. Even if now is the time to maintain or accelerate his general marketing efforts, his media investments will decline across the board in 2023.
Brands that understand the rules of in-game advertising will see their investment in this space pay off as their overall investment in in-game advertising declines, and they are already playing in this space and will continue to have a presence in 2023. You can leave the brands you maintain in place. 2023 is the year for brands that embrace gaming values.
Jan Montwill, Global Digital Media Manager, H&M
Beyond viewability
This year we reached a notable in-game advertising milestone of establishing a new ad format as a standard media buy. The AdInMo-backed industry task force culminated in the release of his IIG measurement guidelines by the IAB, IAB Tech Lab, and MRC.
The ability to measure and definitively compare viewability is important, but gaming environments offer much more in the attention economy. Player choice and agency are what distinguish games as an entertainment medium. Her average daily play sessions for Gen Z viewers already surpasses TV viewership.
Essential in-game ads utilize 100% of gameplay, not just interstitial moments. This opens up more possibilities for attention and engagement metrics. Zero and first-party data signals, not just telemetry, enable the creation of impactful brand experiences. Players expect to customize their avatar and world. In 2023, you must also choose to personalize how you interact with your brand in-game.
AdInMo CEO and co-founder Kristan Rivers said:
Seamless, contextual transition to formats
As the availability of both hardware and connectivity infrastructure continues to expand in emerging markets, the gaming industry will benefit from an influx of new and diverse global audiences, establishing significant growth opportunities for publishers. Shows audiences continue to prefer free-to-play experiences across platforms, provides a unique opportunity for publishers to explore innovative approaches to monetization, and leverages subscription models and in-game advertising partnerships to Generate ongoing sustainable revenue channels on mobile and PC. , and the console title.
With continued viewership and notable existing case studies with titles such as Fortnite and Roblox, brands continue to embrace gaming as an advertising format, away from intrusive messaging, enhancing gameplay realism, and engaging players. experience. Continued commercial investment in esports will also fuel its rapid growth and support the continued fusion of traditional sports and gaming.
Antoine Jullemier, VP Gaming, Bidstack
Esports fighting the Metaverse
Gaming will grow significantly in 2022 and is expected to be worth US$321 billion (£268 billion) by 2026. As a result, this year we have seen more partners claiming gaming as a pillar of their advertising solutions. With that comes more scrutiny and more measurement questions in 2023 as advertisers want concrete evidence behind their campaign plans.
Outside of “casual gaming” and immersive AAA experiences, esports are expected to battle the Metaverse for the majority of brand interest and investment. Similarly, the cost of living crisis could delay adoption of the VR-driven metaverse as consumers look for cheaper alternatives.
One thing remains the same in 2023. Brands need to reach their audience. Ultimately, gaming will continue to offer massive scale to brands that want to engage with these audiences within dynamic, highly engaged and personalized environments that complement their existing digital strategies.
Matt Parsons, Head of Gaming UK, Azerion
Games continue to spread
From the upcoming recession to the current political climate, there are still difficult years ahead, but gaming continues to be the most consumed medium in the world, allowing brands to stay safe and secure within the walled gardens of the gaming environment. It offers tremendous opportunities for efficient activation. Both gaming hardware and advertising technology are being created to take advantage of these new and vast entertainment galaxies, which will continue to attract more mainstream media consumers.
Hendrik Menz, Brand and Agency Sales Director, Anzu.io
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