In-game advertising can help offer seamless brand exposure to target audiences 

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 13, 2022, 2:32 PM GMT+0

With 2.4 billion mobile game players worldwide, marketers need to leverage the global mobile gaming industry to create interactive gaming experiences for Millennial and Gen Z consumers. 

Courtesy of the pandemic, the global mobile gaming industry has exploded over the last few years, with the worldwide gaming market worth more than $98 billion today. The market is expected to surpass $272 billion in the coming decade. Similarly, the rapid growth of the mobile gaming space has impacted consumer behaviour, particularly when it comes to consuming and engaging with ads. 

The newly emerging G-Shopper demographic understands the role advertising plays in their gaming experience and even actively engages with the ads displayed. Rewarded videos, interactive and playable ads, ad extensions and end cards are some of the most effective ad formats for luring in G-Shoppers. 

Apart from offering low competition and high brand visibility, in-game advertising allows marketers to choose specific games and target the most relevant audiences. Marketers can experiment with multiple advertising formats like native ads and banners and maintain a sustained, non-interruptive and immersive brand communication in the virtual world. 

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