As an integrated marketing agency with extensive experience in gaming, we've witnessed firsthand the evolution of in-game advertising. The proliferation of video games across culture has led to a growing variety of advertising solutions for brands to engage consumers while they are actively playing on their console, PC, or mobile device. These solutions are more accessible, more immersive, and more measurable than ever before, which is why revenues for ads in games are expected to grow to $11.54B by 2028.
This widening of the in-game advertising landscape has convinced many brands to arm themselves with a marketing strategy specifically geared toward gaming. We leverage our full suite of integrated solutions combined with our deep network and understanding of gaming to craft bespoke strategies based on the unique needs of our clients.
Audience Analytics
Identifying the target demographic you want to reach through gaming is step one. If you want to build a meaningful connection with Gen-Z, for example, consider meeting them where they’re at in Roblox, Fortnite, or Minecraft. Immersive virtual experiences on these platforms offer brands an ownable moment that communicates their message through an enjoyable, explorable, and captivating gameplay experience.
Our approach to platform selection is based on expert analysis of trends, brand guidelines, forecasts, and goals. We work alongside our clients to identify the right game, craft the in-game experience, and build out the campaign with a 360° approach that ensures our UGC (user-generated content) activations are supported with influencers, social conversation, and paid media.
Mobile Gaming for Everyone
Mobile gaming is far and away the most ubiquitous platform. This means gaming can be an accessible and advantageous touchpoint for brands of every stripe, and it has never been a better time to get into mobile gaming.
The annoying and forgettable mobile gaming ads of days past are, thankfully, becoming extinct. Developers like Zynga are driving the industry forward with everything from subtle quality of life changes with optimized safe zones for seamless user interaction to full-blown gamification marketing options tied to programmatic and dynamic in-game ad campaigns.
Our agency has cultivated strong relationships with key publishers, allowing us to create authentic integrations that resonate with gamers. Take, for example, the work AGM did with PUBG Mobile and Dodge, which brought the iconic Challenger SRT Hellcat, Charger SRT Hellcat, and Hornet EV into the game experience.
Driving Gaming Strategy
No matter what in-game advertising channel is utilized, marketers should always seek to integrate it into a complete 360° strategy. This could mean supporting your campaign with gaming influencer marketing through platforms like Twitch or esports sponsorships with virtual billboards, bespoke tournaments, and powerful community engagement.
Want to know more about how to build your brand's gaming strategy and how to leverage in-game advertising to connect with gamers? Get in touch here.
