Why marketers should embrace gaming as the premium environment it is

April 25th, 2024

In the news: Rich Jones shares with IAB UK and The Drum why marketers should view gaming as a premium environment to reach diverse, engaged audiences at scale. Mobile gaming in particular offers seamless ad integration, positive brand association, and highly receptive audiences. Gaming platforms like Roblox and Fortnite allow users to deeply engage with brands across multiple touchpoints. Advertising in gaming can drive high attention, engagement, and impact compared to other channels.

Storytelling & seizing attention

Rich Jones (product director, Dataseat – now part of Verve Group): “Advertising in mobile games has similarities to other channels with storytelling, like linear and connected TV. Fullscreen video formats served between segments of content can capture a high degree of attention – especially non-skippable rewarded placements in games. Non-game advertisers are increasingly recognizing the value of these impressions, and the expanding demographics of gaming audiences is also a boost here.”

Read the full article on The Drum.

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