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Today’s digital world demands marketers look for innovative ways to reach their target audiences. There has been tremendous growth in the gaming industry over the past few years, and it offers a promising opportunity for marketers. We will explore why marketers should invest in gaming ads and how they can effectively target gamers.
Millions play games, but marketers don’t spend on them.
According to a report by Newzoo, the global gaming market is expected to reach $211.2 billion in revenue by 2025. This includes revenue from console, mobile, and PC gaming. Furthermore, it’s estimated that there are 3.3 billion gamers worldwide. That’s a staggering number that presents a massive opportunity for marketers.
Despite the size of the gaming market, many marketers still overlook it. A recent article by AdExchanger notes that gaming ad spending only grew by 7% compared to 2021, where ad spend reached $5 billion in 2021 and $5.8 billion in 2022. This is surprising, given the potential that gaming offers for marketers.
Unlocking the Diversity of Gamers
One of the reasons gaming is such an excellent opportunity for marketers is that gamers come from all walks of life. There is no one-size-fits-all gamer. Gaming appeals to people of all ages, genders, and socioeconomic backgrounds. A study by the Entertainment Software Association found that 49.5% of gamers in the US are over 18, and 48% of gamers are female.
Gamers play on consoles, PCs, and mobile devices. Marketers can reach gamers across multiple platforms. A gaming company could create a mobile game to build brand awareness and then use other platforms, such as consoles and PCs, to monetize their audience.It is important that marketers target gamers dependent on which platform they use, as well as consider some of the following factors: subscription plans, which competitors are already there, and good reviews of any shortlisted platforms.
Step into the Game: Immersive Advertising Opportunities for Marketers
Gaming is an attractive opportunity for marketers because gaming is an immersive experience. When people play games, they are fully engaged in the experience. They are not passively consuming content like watching TV or scrolling through social media. Ads placed within games have the potential to be more effective than those placed elsewhere.
In-game advertising can take many forms. It can be as simple as a banner ad or as complex as a product placement within the game’s storyline. The key is to make the advertising experience seamless and non-intrusive so that it doesn’t disrupt the gaming experience.
It’s easy to get engaged with gaming
In addition to being immersive, gaming also offers a high engagement rate. A study by ExpressVPN found that gamers have an average session length of 2-4 hours across the ages 16-55 years old. This means that marketers have a captive audience for an extended period of time.
Gamers are more likely to interact with ads within games than ads on other platforms. According to a study by Tapjoy, 50% of gamers prefer rewarded video ads to freemium ones. Another study found that 32% of players think they are helpful, 27% find them interesting, and 12% think they are fun. This presents a unique opportunity for marketers to engage with their audience in a mutually beneficial way. This type of advertising also creates a more meaningful connection with gamers, as they can receive rewards in exchange for engaging with the ad. This helps to build trust and loyalty between the gamer and the brand, leading to increased brand recognition.
How to effectively target gamers with creative analysis
Now that we’ve established why gaming is such an excellent opportunity for marketers, let’s talk about how to target gamers effectively. The key is to use creative analysis to understand the gaming audience and create ads that resonate with them.
Different types of games attract different audiences. A first-person shooter game will attract a different audience than a puzzle game. By understanding the types of games your target audience is playing, you can create ads tailored to their interests and preferences. For example, a gaming company might employ creative analysis to determine how players respond to certain in-game rewards. By looking at how players interact with various rewards based on their creative elements, the software company can determine which rewards are most impactful and create more engaging reward structures.
Using creative analysis, marketers can identify which ad creatives resonate well with their target audience and which ones aren’t. Marketers can improve their engagement with gamers and conversions by testing different variations of ad creatives and analyzing their performance. Marketers can also use creative analysis to understand how their ads perform on different platforms and devices. This information can be used to optimize their targeting and ad spending.
It is also possible to target gamers effectively with data-driven targeting. Marketers can create targeted ads that resonate with their audience by analyzing demographics, purchasing behavior, and gaming habits. Marketers can, for instance, create ads that feature cars or racing themes to capture the attention of gamers who frequently play racing games.
As well as data-driven targeting, marketers can leverage influencer marketing to reach the gaming audience. Gamers are passionate about their hobby and often follow and interact with their favorite gaming influencers on social media. By partnering with these influencers, marketers can reach a highly engaged audience and authentically promote their products or services. In the eSports community, influencer marketing can be an incredibly crucial strategy. Implementing influencer marketing can significantly enhance the visibility of your content on eSport platforms. Marketers can also leverage their partnerships with influencers in other ads and live chat sessions to maximize the benefits of influencer marketing further.
A gaming company can make various versions of an ad to show the most relevant one to each user based on their interests, location, audiences, context, and past performance. Personalized ads increase engagement, click-through rates, conversions, and sales.
In the gaming industry, marketers may take advantage of a significant opportunity. As the digital world continues to evolve, they must explore innovative ways to reach their target audience, and gaming offers one possible answer. As there are almost 3.3 billion gamers in the world, the potential revenue generated by this market is substantial, making it a market that cannot be overlooked.
With the help of data-driven targeting and influencer marketing, marketers can effectively reach their target audience by understanding the gaming audience, creating ads that resonate with them, and using data-driven targeting. In today’s digital landscape, investing in gaming ads is an excellent way to recognize the potential of the gaming industry and gain an advantage over your competitors. Although ads can be created through the use of dynamic creative optimization, they still require an in-depth creative analysis to help marketers improve engagement and click-through rates. Marketers who recognize the potential of the gaming industry and invest in gaming ads will have a competitive edge in today’s digital landscape.