{"id":118683,"date":"2024-10-24T08:30:20","date_gmt":"2024-10-24T13:30:20","guid":{"rendered":"https:\/\/www.dacgroup.com\/insights\/blog\/none\/\/"},"modified":"2025-01-10T07:07:57","modified_gmt":"2025-01-10T12:07:57","slug":"leveling-up-opportunities-and-challenges-of-advertising-in-video-games","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/paid-media\/leveling-up-opportunities-and-challenges-of-advertising-in-video-games\/","title":{"rendered":"Leveling up: Opportunities and challenges of advertising in video games"},"content":{"rendered":"\n

Video gaming is the fastest-growing form of entertainment over the last 10 years<\/a> and is projected to more than double by 2032 (reaching over $1 trillion USD<\/a>). That makes advertising within video games a strategic opportunity that\u2019s not only about reaching loyal audiences but scaling your marketing efforts in a dynamic and engaging environment.<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

Forward-thinking brands are increasingly recognizing the untapped potential of video game advertising. Little Caesars, for instance, teamed up with Activision for a co-branded campaign tied to the release of Call of Duty: Modern Warfare III<\/em>, incentivizing users to purchase pizza in exchange for in-game rewards. Similarly, Nike partnered with Fortnite<\/em> to promote its new Air Jordan 1, offering users the chance to buy a virtual version, which in turn fueled interest in the real-world sneaker. And one of our DAC’s own clients, Bridgestone Tires, collaborated with motorcycle-related mobile games to engage enthusiasts through highly interactive platforms, aligning their product messaging seamlessly with relevant gameplay.<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

Opportunities for brands in the gaming world<\/h2>\n\n\n\n

Tapping into engaged and diverse audiences<\/h3>\n\n\n\n

Gamers aren’t just passively playing\u2014they’re immersed in the experience. Many even recognize and engage with brands because they encounter them in gameplay. For instance, Roblox<\/em> players explore virtual Gucci stores, building a deeper connection with the brand. And today\u2019s gamer demographic isn’t confined to teenagers; according to Statista, gamers aged 35-54 make up nearly the same proportion as those aged 16-24<\/a>.<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

Endless ad format options<\/h3>\n\n\n\n

In-game ad formats offer endless possibilities, from traditional banners to custom-designed character skins. Here are some key examples:<\/p>\n\n\n\n

    \n
  • Intrinsic in-game ads:<\/strong> Native ads integrated seamlessly into gameplay, like product placements or branded billboards.<\/li>\n\n\n\n
  • Adjacent ads:<\/strong> Ads displayed beside the game, such as banners under mobile puzzle games.<\/li>\n\n\n\n
  • Interstitial ads:<\/strong> Ads that interrupt gameplay to become the main focus.<\/li>\n\n\n\n
  • Audio ads:<\/strong> Audio-only ads played during gameplay without pausing the action.<\/li>\n\n\n\n
  • Rewarded ads:<\/strong> Players watch videos or engage with ads in exchange for in-game rewards.<\/li>\n\n\n\n
  • Advergames:<\/strong> Custom games built around a brand or product.<\/li>\n\n\n\n
  • Sponsored gameplay:<\/strong> Special levels or events sponsored by brands.<\/li>\n\n\n\n
  • Skins:<\/strong> Custom-designed skins that change a player\u2019s in-game avatar.<\/li>\n\n\n\n
  • Branded worlds:<\/strong> Immersive experiences like branded islands or game levels.<\/li>\n\n\n\n
  • Hard-coded ads:<\/strong> Ads that are permanently integrated into the game\u2019s source code.<\/li>\n<\/ul>\n
    \n \n
    \n
    \n

    \n Stay Forward <\/h2>\n

    \n Get exclusive insights into digital
    media's top-trending topics delivered
    directly to your inbox. <\/p>\n <\/div>\n\n

    \n
    \n
    \n
    \n \n