Unlocking Success: The Decision to Venture into In-Game Advertising

There are numerous ways to promote products, and the virtual world offers new opportunities for companies. Video games are increasingly prominent in marketing strategies, which has led companies to explore in-game advertising, where advertisements are strategically placed within games.

The video game industry is experiencing exponential growth, and integrating real-world elements into virtual environments appeals to a broad audience with various interests. This inclusivity ensures room for everyone in this dynamic world, leading companies to recognize the enormous potential for promoting their products in the gaming space. The dynamic nature of this medium offers a unique opportunity for brands to connect with consumers in an immersive and interactive way. As the video game industry thrives, the symbiotic relationship between games and advertising is poised to redefine how we interact with brands in the digital landscape.



IMAGO / Christian Grube 


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What is in-game advertising?

Also known as in-game marketing, this form of advertising immerses itself right into the heart of the gaming world. Elements like billboards and posters can seamlessly integrate into the game, emulating realism. The inherently engaging nature of these environments ensures that attention is captured and held captive. This level of immersion translates into significant brand recognition for those savvy enough to advertise within these digital realms. And guess what? There are specialized advertising agencies dedicated solely to mastering this art form.


How much is the video game industry growing?

Revenue Gaming photo

IMAGO / Latin America News Agency


According to the latest research conducted by Statista, the video game industry is experiencing rapid growth, with a projected market volume of US$363.20 billion by 2027 and an estimated 3.0 billion users. The user penetration rate is expected to rise from 35.2% in 2023 to 39.0% by 2027. This includes Online Games, Mobile Games, and Cloud Gaming. Among all market segments, Mobile Games take the lead with a market volume of US$173.60 billion in 2023. The figures illustrate the remarkable expansion and popularity of the gaming industry, making it a highly influential and lucrative market for businesses and advertisers alike.


How is the audience who plays video games?

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IMAGO / Addictive Stock / Lightsy


According to a study by Eye Square on the video game industry, out of 5 billion internet users, 3 billion play video games. Among Millennials, 77% play regularly; for Gen Z, 81%. Within this group, 45% are women, and the rest, 55%, are men. On average, they spend 5 to 7 hours per week playing games.


What are the Attention Dynamics in In-Game Advertising?

The analysis of in-game advertising conducted by Eye Square over the past decade reveals that the duration of attention to in-game ads varies, typically lasting between 1.1 and 3.9 seconds, with an average of 3.5 seconds. In comparison, social media ads capture attention for about 2.5 seconds, while open web ads hold it for approximately half that time. The study suggests that well-designed in-game ad placements, especially those with repeated exposure opportunities within the game, can attract the attention of all players at least once. This is particularly evident in placements like pitch-side hoardings in sports games, where the vivid and repetitive nature has a lasting impact on players' memories. Eye Square's analysis also indicates that, like other forms of advertising, there is a wide range of effects on the recall and recognition of the advertised brand with gaming ads. The data suggests that the effectiveness of ads in video games aligns with other similar formats, with averages for aided recall and recognition at 29% and 49%, respectively.


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IMAGO / Friedrich Stark


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IMAGO / Guido Schiefer


As we embrace the dawn of this harmonious alliance between gaming and advertising, the key to propelling your success lies within the immersive and compelling realm of in-game advertising. Here, brands possess the extraordinary capacity to reshape their connections with consumers in a manner that resonates, captivates, and endures. Beyond a mere marketing strategy, it stands as an open invitation to lead the charge into a groundbreaking era of brand engagement within the ever-evolving landscape of the digital realm. In this transformative space, consider exploring IMAGO's diverse collection of captivating photos, offering you the visual edge to elevate your brand's presence in the dynamic world of gaming.



Component 7-Dec-06-2023-04-01-31-5598-PM


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