With shifting consumer habits, eager marketing aspirations for the metaverse and the impending cookie demise, the gaming industry offer future growth opportunities for advertising.
The gaming industry also offers brands a path to the metaverse. Marketers are taking to platforms like Roblox and Fortnite to experiment with metaverse concepts like virtual goods and venues. Users are now willing to pay for in-game goodies, digital assets and digital avatars.
Similarly, while in-game ads are closely associated with free-to-play mobile games, marketers can opt for options like virtual sports franchises for brand placements. But, marketers need to learn to engage with the gaming community, which is not used to dealing with heavy advertising presence.
While gaming provides brands with opportunities to enhance user engagement, especially with Gen Z, marketers must ensure audiences do not see their campaigns as intrusive. Additionally, while factors like viewability, time-in-view and brand uplift can help marketers assess their campaigns, measurement in a 3D environment remains a challenge.
[7 minute read]