Kid-safe video game ads can boost sales

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 25, 2021, 2:13 AM UTC

To advertise to kids, use blended in-game ads, as these aren’t clickable and only visible during gameplay.

With digital devices facilitating education, socialisation, and entertainment for kids amid COVID-19, on-screen time and video game usage surged. Advertisers can leverage video games to market to kids, as video games can enhance kids’ learning and help them cope better in the absence of outside activities.

With 90% of Gen Z influencing family purchasing decisions and 70% of Gen Z playing games regularly, advertisers can target kids via gaming. However, brands must offer children kid-safe tools and technologies.

Privacy laws, like Children’s Online Privacy Protection Act (COPPA) and GDPR-K, necessitate companies use kid-tech solutions. While advertising to kids can help marketers improve brand awareness and affinity, advertisers must serve ads on objects in the game and ensure they blend well within a game.

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