How Marketers Can Play With Games

Anthony Mullen

Guest Post by Researcher James McDavid:

In our new report, Extend Your Marketing Into Games, we take a closer look at how marketers can take advantage of opportunities within games. From dedicated consoles to mobile devices and in browsers, games are a multi-platform stage for brands to get in front of consumers. 

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How Marketers Can Play With Games

James McDavid

In our new report, 'Extend Your Marketing Into Games,' we take a closer look at how marketers can take advantage of opportunities within games. From dedicated consoles to mobile devices and in browsers, games are a multi-platform stage for brands to get in front of consumers. 

But the problem is most marketers are blind to the opportunity games afford, due to outdated beliefs about this channel. The biggest being that 'game players are a niche demographic not worth targeting.'

In-Game Advertising Example

In reality, these consumers aren't the stereotypical teenage (or eternally-teenage…) boys who live in their parents basements. They're all of your customers. Our data shows that gaming is a pervasive behavior - almost 40% of online Europeans aged 45 to 54 are playing PC games at least weekly. And across mobile devices, over 50% of US online adults aged 18 to 44 engage in game playing.

Today, using games as a channel for branding and awareness is an obvious opportunity. Marketers can begin to play by using existing resources and techniques familiar to them from standard online display efforts. From placing their ads alongside browser based games to integrated in-game advertising on consoles - and there's a rich vendor landscape out there to help ease the transition into in-game advertising.

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