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Purchase intent 23% higher when user exposed to over 15 seconds of message during in-game ad: Gameloft

The whitepaper on ‘Marketing ROI in Gaming’ points out that gaming, with its specificities, delivers more than brand awareness and helps generate positive emotions by offering a unique “positive moment” for brands to engage their audience and thereby impact “brand likeability”

In-game advertising offers a highly engaging environment for brands to positively impact brand awareness and brand likeability as the purchase intent in the same is approximately 23% higher, when a user is exposed to a message for more than 15 seconds, as per Gameloft.

According to a recent whitepaper released by Gameloft, when compared to traditional digital media, gaming offers 1.9x Average Engagement and 2x longer attention span. Moreover, it was also highlighted that gaming also offers a ‘positive moment’ for brands to engage their audience which significantly impacts both brand awareness (12%) and brand likeability (11%).

The report also spotlights that while playing video games, 70% of players feel happy and are in a positive state of mind. They identify as ‘relaxed’, followed by ‘interested’, ‘focused’, ‘engaged’ and ‘happy’. This positive sentiment, coupled with the immersive and engaging nature of gaming, significantly increases the purchase intent compared to media with lower exposition duration.

Being a cross-generational media, gaming ‘overperforms’ on standard KPIs and offering effective solutions for brands to increase awareness through various ad placements rooted in the player’s experience and is not impacted by ad-blockers, commonly used by millennials and younger audiences, allowing them to reach the ‘unreachable’.

Citing the Oracle Moat Measurement data, the whitepaper also emphasises the importance of ‘Quality’ in measuring marketing RoI in gaming with the ‘Gameloft Quality Score’ taking into account the levels of Immersivity, Exposure, and Engagement with the media. 

“The emotion generated by creative assets and context builds meaningful connections between brands and audiences, creating a ‘moment’ that is key to the success of in-game advertising,” as per the whitepaper.

The Gameloft whitepaper also mentions that with the rise of eSports, native advertising, influencer gaming, and the metaverse, brands are easily overwhelmed by the breadth of solutions available on the market and are unsure which ones are the most suitable for reaching their objectives. 

As a result, the report also suggested some of the best ways for brands to leverage gaming.

These suggestions include- defining the brand’s objective, developing awareness and brand likeability in a positive environment with a focused audience; followed by advertising in the right games as context is key; and speaking the game’s language as creative assets are crucial for engaging, authentic and valuable content. 

As per Nitin Goel, Country Manager - Indian Subcontinent, Gameloft, gaming is the next big platform that brands need to focus on and publishers will need to make a concerted effort to establish the nuances of gaming in the minds of brands.

Sumit Batheja, Executive Director, Gamestack - the gaming marketing platform and monetisation partner of Gameloft in India - said, “The Lumikai report released in 2022 suggests that the Indian gaming market is nearly three times larger than that of the US. The growth of the Indian gaming industry in the last decade can be attributed to data democratisation, digital penetration, and content revolution. Further, gaming is one of the most attention-savvy platforms as it allows consumers to immerse themselves in an experience. We at Gamestack are dedicated to helping brands connect with a highly-engaged audience through unique experiences that drive customer loyalty.”

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