November 2018: While console games offer a challenge to potential non-endemic brands who want to advertising in game there are fantastic options inside of mobile and social media games. There are a number of advantages to advertising in games compared to traditional marketing elements including print, radio or television. Given that games are so immersive, the full effect of the ad registers on the viewer because they are invested in the game.
The interactivity of games also allows for clever and more subtle forms of advertising. Rather than bombarding gamers with logos or slogans, marketers can work their messages into the gameplay in a way that feels vital and lends itself to the experience. It is important to keep the gamer engaged. The ads become a feature rather than a distraction or frustration.
From building your own game to advertising inside of compatible brand’s game, there are options to fit your budget and play into your objects. In-game advertising options are also highly customizable. According to a study by The Diffusion Group, up to of 80% of game consoles are connected to the Internet, which allows them to receive dynamic content updates on a regular basis. This means that marketers can change and segment their advertisements at will, choosing when ads show up and who they target. In 2008, Barack Obama's Presidential campaign ran ads in popular sports games that only appeared to gamers living in swing states.
Some advertisers have even taken the step of developing their own games explicitly for the purpose of marketing. Many popular movies develop simple online games based on scenes from the movie. These interactive ads allow companies to push strong marketing messages while also entertaining their most interested customers.
In-game marketing allows advertisers to pay to have their name or products featured in digital games. Huge billboards placed in virtual cities can feature the logos of major corporations, while racing games can feature real cars made by Ford or Chevy. Advertisers have been both creative and aggressive in their attempts to integrate ads organically into games.