Why in-game advertising and game links should matter to marketers.
Posted: August 17, 2022
More and more brands are entering the gaming space, which was once considered a niche market. However, as the industry grows in popularity, marketers are looking to advance in the industry and are working on creative ways to get noticed by gamers.
“Despite the stigma surrounding it, gaming revenue still exceeds film, music and theater combined – and the smartest marketers have developed highly integrated strategies to be relevant to this critical demographic,” said R3 co-founder Greg Paull told Ad Age. “This sector has seen massive increases thanks to COVID and is now at a tipping point for brand engagement going forward.”
Omnicom launches gaming unit as industry heats up
In recognition of the growth of marketers in this space, the Omnicom Advertising Collective, which is made up of creative agencies within the holding company, this week unveiled a new gaming unit named LevelUp CAD. The department will be led by GSD&M and The Marketing Arm and will include between 35 and 70 employees, who can be supplemented with talent from other agencies as needed, depending on what Ad age report.
The unit combines GSD&M’s expertise in virtual reality, augmented reality and in-game advertising with TMA’s experience in content, influencers, game branding and experiential activations.
“LevelUp OAC brings together our most passionate and experienced gaming talent and offers a one-stop solution for brands that want to engage with gamers in a 360-degree authentic way,” said James Fenton, CEO of Omnicom Advertising. Collective, by this Article from the little black book.
Brands play the game
Over the past few months, SmartBrief has covered how brands are innovating in the space, like the release of Snapchat’s first augmented reality game, “Ghost Phone” or the collaboration between PepsiCo and Pizza Hut on the AR game, “Scoring with Pogba.”
Irish Spring teamed up with gaming influencer FaZe Santana earlier this year to create a live gaming shower experience on Twitch, ClickZ Reports. Burson Cohn & Wolfe’s campaign mocked gamers who missed showers due to intense gaming and showed FaZe Santana taking a shower while still being able to play video games.
A backstage Youtube video shows the creation of the first-of-its-kind gaming shower and the Twitch livestream drew a peak viewership of 17,000, with the broader campaign garnering over 695 million earned impressions.
“By focusing on a specific demographic and any insight that informs how they think, you’re able to create something authentic and heartfelt,” said Marco Carreon, VP of Brand Solutions at Burson Cohn & Wolfe, at ClickZ.
“Gaming will play a central role in 2023,” predicted Carreon.
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