In-game adverts gaining prominence
In the ever-evolving world of gaming, Saudi Arabia is making a significant mark, attracting considerable investment from the government as the industry continues to rise. This growth is not limited to the Middle East, as the global gaming market is expected to reach an impressive $300 billion before the decade is out.
One of the key areas of interest within the gaming industry is In-Game Advertising, which was worth $9.89 billion in 2021. Companies like SMC and Evolution Group, based in Saudi Arabia, are partnering to provide brand opportunities for in-game ads in the GCC region. Even global giants like EA (Electronic Arts) are currently prototyping in-game ads.
However, the success of in-game advertising hinges on creating ads that gamers don’t hate. Christian Perrins, from Waste Creative, emphasizes that gamers care more and advertisers have to try harder. The best practices for non-disruptive in-game ads involve strategic placement, relevance, timing, and rewarding the player.
Prioritizing ad placement ensures ads enhance gameplay, maintaining a seamless experience for players. Using rewarded video ads, where players receive in-game benefits for watching ads voluntarily, creates value and reduces annoyance. Triggering ads contextually, such as after a player fails a level, makes ads feel like helpful rewards rather than interruptions.
Keeping ads brief and engaging, capturing attention in the crucial first 5 seconds, and avoiding overloading with third-party ads preserve a positive gaming experience. Using targeted and relevant ads, personalized to gamers’ interests, improves acceptance and engagement. Considering interactive or playable ad formats makes ads part of the game experience instead of a disruption.
Partnering with reputable ad networks that focus on maximizing engagement without compromising gameplay offers sophisticated targeting and analytics for optimal ad delivery. Following these practices helps advertisers balance monetization goals with player retention, reducing frustration and increasing the likelihood that gamers will appreciate rather than resent in-game ads.
The global gaming audience has surpassed three billion, with fandom fuelling up to 72% of total entertainment revenues. In this community, advertisers are guests and must act accordingly to be part of the gaming world. Advertisers in the gaming industry should tread lightly, be respectful of the community, and offer something of real value to gamers.
A prime example of successful in-game advertising can be seen in the partnership between Marvel and Fortnite, as depicted in the featured image for this article. As the gaming industry continues to grow, it presents an exciting opportunity for advertisers to connect with a vast and engaged audience, provided they approach the community with respect and offer value.
[1] Perrins, C. (2022). The Fan-First Approach: Advertising in the Gaming Industry. Waste Creative. [2] AdColony. (2021). The State of In-Game Advertising. AdColony. [3] Unity Ads. (2021). The Power of In-Game Advertising. Unity Ads. [4] IronSource. (2021). The Future of In-Game Advertising. IronSource. [5] Perrins, C. (2022). The Five Principles of a Fan-First Approach to In-Game Advertising. Waste Creative.
- In the global gaming market, expected to reach $300 billion by the end of the decade, Saudi Arabia's gaming industry is attracting significant investment and is partnering with companies like SMC and Evolution Group to provide in-game advertising opportunities.
- The success of in-game advertising relies on creating ads that gamers don't find annoying by implementing strategic placement, relevance, timely delivery, and rewards for watching ads.
- The global gaming audience, which has surpassed three billion, forms a large portion of the total entertainment revenues, necessitating respectful advertising that offers genuine value to gamers.
- Utilizing targeted and relevant ads, personalized to gamers' interests, and using interactive or playable ad formats can improve acceptance and engagement among the gaming audience.
- Advertisers are welcome guests in the gaming community and should strive to partner with reputable ad networks that focus on maximizing engagement without compromising gameplay, following best practices to maintain a positive gaming experience.
