What we know about marketing via gaming

Explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

Gaming platforms are a growing digital marketing channel, where brands and products are promoted via advertising in games or gaming content, sponsorships, partnerships or creation of branded events or experiences. Mobile gaming in particular is booming. The gaming audience has grown beyond the teenage-boy‑in‑his‑bedroom stereotype and become very large and diverse. Furthermore, gaming reaches into many other media spaces beyond the game itself – offering considerable opportunities within a multichannel campaign.

Definitions

There are two primary types of in-game advertising (IGA) – these are either static or dynamically served in-game ads that are integrated into the game environment.

Static ads...

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