Between high score and heart palpitations
Gaming is no longer a niche hobby. It is a global mass phenomenon that connects generations, awakens emotions and moves billions. Whether it's casual games on smartphones, epic console experiences or virtual worlds in the metaverse: Whoever is in the game today is in a league of their own. And this is exactly where in-game advertising comes in.
Advertising that plays along
In-game advertising brings brands right into the game. And not as an annoying interruption, but as a natural part of the game world: An advertising banner on the sidelines of a virtual soccer stadium. A billboard in the city of an open-world game. A branded race car in the favorite game. The advantage? Brands aren't overlooked, they're experienced.
In-game advertising content is not only better remembered, but is also perceived more positively than classic formats. No wonder, because they meet the target group where they are most emotionally involved. According to a report by Newzoo, gamers worldwide spend an average of over 12 hours a week playing digital games. An advertising environment with enormous potential.
Brand performance in bonus mode
Particularly exciting: In-game ads not only deliver visibility, but also performance. Through programmatic booking and targeting, target groups can be addressed precisely — for example by game genre, device type or usage behavior. At the same time, creative placements strengthen brand loyalty and have a positive effect on willingness to buy.
Successful cases range from global brands such as Nike, which are setting new standards with their metaverse presence on Roblox, to local campaigns that focus specifically on mobile games. The playing field is open, the rules of the game are new.
What does that mean for brands?
In-game advertising is more than just a trend. It is a strategic must-play for brands that want to anchor themselves where attention and commitment arise organically. Especially when combined with other digital channels, there is a strong synergy in the media mix.
Game on — with Adlicious
With our 360° approach, we develop integrated in-game campaigns that make an impact. Thanks to our own technology, data-based presentation and creative excellence, we place brands in the most relevant game worlds — scalable, efficient and unobtrusive.
In the mood for a level up? We're happy to help.
