As we approach the final quarter of 2024, the gaming landscape continues to evolve rapidly. With access to 3.4 billion gamers worldwide, brands have unprecedented opportunities to engage audiences in innovative and impactful ways. Here are five key trends shaping the industry, along with five successful brand strategies that are emerging in response.
Five Trends in Gaming
1. Cloud Gaming
Cloud gaming is revolutionizing accessibility by removing the barriers of expensive hardware. Players can now enjoy cross-platform play and seamless progression, allowing them to start a game on one device and continue on another without losing their place. This flexibility is positioning gaming to capture an even larger share of consumer media consumption. For instance, Microsoft’s GamePass allows players to access Xbox games on various devices, including phones, tablets, smart TVs, and OTT devices.
2. Gaming as a Social Hub
For Gen Z and Gen Alpha, gaming is becoming the new social platform. A staggering 70% of Gen Z engage with friends in gaming environments even when they are not actively playing. The rise of cloud gaming enhances social features, fostering collaborative play and community-building.
3. Integration of Gaming and Retail Media Networks
The partnership between Microsoft and Amazon to enable GamePass on Fire TV sticks exemplifies the growing crossover between gaming and retail media networks. These networks leverage first-party data for targeted advertising, and their expansion into gaming allows for hyper-targeted ads that follow consumers throughout their shopping journeys, creating a cohesive omnichannel experience.
4. Transition to Immersive Experiences
We are witnessing a shift from passive media consumption to more participatory, interactive experiences. Forward-thinking brands recognize gaming as a gateway to immersive digital experiences, setting the stage for a future where the internet is intricately woven into our daily lives.
5. Rise of AI and Machine Learning
Artificial Intelligence and machine learning are set to enhance ad targeting and personalization in gaming. By creating more relevant and timely ad experiences, brands can connect with gamers in ways that resonate on a deeper level.
Five Winning Brand Strategies
1. Prioritize a Player-First Ethos
Successful brands embrace a player-first ethos, ensuring that advertising does not disrupt the gaming experience. Seamless integration of ads, such as intrinsic in-game promotions, can enhance gameplay by adding realism. To support this, we have released the first-ever Creative Guidelines and Best Practices for Advertising in Gaming, available for download at iab.com.
2. Leverage Value Exchange
Brands that effectively tap into the value exchange in gaming see greater engagement. Rewarded ads, where players watch an advertisement to earn in-game rewards, have proven to boost brand favorability and recall.
3. Emphasize Authenticity
Authenticity is crucial for brands in the gaming space. Understanding the audience and how they wish to interact with brands is essential. A notable example is Wendy’s creative campaign in Fortnite, which promoted their commitment to fresh, never frozen meat and garnered over 1.5 million minutes of watch time.
4. Harness Creators and Fandom
Brands that successfully engage with gaming communities go beyond the game itself. For example, Adidas collaborated with popular gaming influencers to create co-branded merchandise, effectively tapping into their fanbase to drive sales and brand loyalty.
5. Integrate Gaming into Overall Strategy
Brands achieving success in gaming view it as an integral part of their marketing strategy rather than a separate entity. As gaming becomes a dominant form of entertainment, it is vital to integrate it with other media buys, making the term "gamers" as commonplace as "video watchers."
Engage with Your Audience Effortlessly
Our expertise and technology empower you to activate innovative campaigns in and around gaming, engaging your target audience efficiently, easily, and safely. We offer a comprehensive suite of services to help you navigate this dynamic landscape:
Full Media Planning for Gaming: From creative strategy to execution, we provide a hands-on approach to ensure your campaign's success.
Media Placement: We fulfill campaign requests for inventory with precision.
Strategic Services: Our positioning, consultancy, and guidance help you stay ahead in the gaming arena.
Technology Services: Gain market access and trading accounts tailored to your needs.
Custom Executions: We create bespoke events, tournaments, and packages to amplify your brand's presence.
Our platform allows you to plan your media campaigns and bid on premium content at the click of a button. Build your multi-channel media plan using advanced filters by audience, genre, time, price, and channel, ensuring you reach the right gamers at the right moment.
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