Angry Birds, Candy Crush, Among Us… And more recently, Wordle. Although they need no introduction, they are all games with millions of downloads on smartphones around the world and by users of all ages. And indeed, games have long ceased to be just for kids. Video game creators know this, streamers know it, and advertisers know it. The gaming industry is a new opportunity to impact audiences where many companies have already set their sights. Big names like Marvel or Pepsi are already moving like fish in water between in-game formats, interacting with their audiences in a brand-safe environment. What can we expect from this new format and why has it attracted the attention of major brands in the consumer sector?
a total of 180.3 billion dollars worldwide, according to data denmark number data from the Global Games Market Report, prepared by the analyst firm Newzoo, and it has long since ceased to be an exclusive market for young people and video game console users. Today, 86% of internet users play games on their devices , according to data from GWI. It is precisely the strength of this market and its growing numbers that have captured the attention of the advertising industry in this sector.
Considering the turning point that digital and programmatic advertising is facing due to the withdrawal of third-party cookies, exploring new digital channels and formats has become a priority for advertisers in 2022. In-game programmatic advertising therefore represents a necessary foray into new formats to anticipate the advertising revolution of the Metaverse , which promises to become the new paradigm of digital advertising in the not-so-distant future.
gaming
Casual gaming and in-game advertising: a winning combination
The advertising ecosystem related to gaming is so broad that it is worth defining and treating the different formats that are used separately. In this sense, casual gaming, or, in other words, games aimed at mass audiences, are generating significant interest in brands due to the heterogeneous profile of their users.