Focus on in-game advertising

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 02, 2021, 4:11 AM UTC

A recent Facebook Gaming report found that mobile gaming audience is growing exponentially.

With governments around the world imposing prolonged lockdowns, people are continuing to find new ways like gaming to unwind, relieve stress and connect with their friends and family. The report found that since the first peak of the pandemic, mobile gaming audience grew by 50% in the UK, 30% in the US and 25% in Germany.

Anzu’s VP marketing, Natalia Vasilyeva, notes that gamers are using the gaming ecosystem to communicate with brands and to socialise with other gamers. Vasilyeva expects brands to be able to retain these customers as these behaviours are likely to continue.

Creating in-game advertising can help companies target this exponentially growing audience base. It can further help advertisers capitalise on the creative potential of gaming and enhance brand affinity by presenting themselves in front of a “huge monolithic audience.”

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