The Importance of Education in Gaming Advertising
One of the main barriers to increasing investment in gaming advertising is a lack of education and understanding about its impact. Many agencies and brands are still not fully aware of the potential of gaming advertising and its effectiveness. The key is to provide customized education and information to different stakeholders in the industry. Well-educated brand marketeers who understand the gaming landscape and can make confident decisions are needed to drive the growth of gaming advertising. By educating decision-makers and showcasing the success stories of gaming advertising, more brands can be encouraged to invest in this space.
Shifting Perception: Breaking Stereotypes of Gamers
The traditional image of a gamer as a young male teenager is inaccurate and outdated. The reality is that gamers come from diverse demographics, including children, teenagers, young adults, and even retirees. Females are also heavily involved in gaming, especially in older age groups. To attract more advertisers to gaming advertising, there needs to be a shift in perception about the audience and their engagement with gaming. Brands should recognize that gaming is a popular pastime for millions of Australians and offers a prime entry point for engaging with a large and engaged community. By understanding and authentically aligning with the gaming audience, brands can create meaningful connections and add value to the gaming community.
The Potential of Gaming Creators in Advertising
There is still a vast untapped potential in gaming creators, especially those who are part of media networks. These creators have a deep understanding of their audience and can provide bespoke and high-quality content while aligning with brand values. Collaborating with gaming creators and media networks can help inform product decisions, create engaging content, and promote brand offerings with a focused creative vision. By leveraging the influence and authenticity of gaming creators, brands can effectively reach the gaming audience and enhance their advertising campaigns.
Harnessing Data and Technology for Successful Gaming Advertising
Advanced measurement solutions and the use of owned data are crucial challenges in gaming advertising. Brands are looking for ways to better understand how users engage with ads in gaming environments and make the most of their owned data. By developing bespoke measurement solutions and integrating first-party data in the gaming space, advertisers can gain valuable insights and drive more interest in gaming advertising. Additionally, the development of creative and non-disruptive ad formats that seamlessly integrate into the gaming experience can enhance engagement and build trust among advertisers.
Ease of Entry: Simplifying the Gaming Advertising Landscape
Gaming companies should make it easier for brands to enter the gaming advertising space by providing easy templates, creative units, and solutions that work within the gaming environment. Brands should not feel overwhelmed by the need to create new content at a high cost. Simplifying the complex landscape of game advertising and offering solutions that cater to different ad formats can attract new brands to the space. Providing transparent measurement metrics, addressing brand safety concerns, and improving the perception of the gaming industry will also enhance engagement and build trust among advertisers.
In conclusion, education, shifting perception, leveraging gaming creators, harnessing data and technology, and simplifying the gaming advertising landscape are key factors that can drive interest and investment in gaming advertising. As more brands recognize the potential and effectiveness of gaming advertising, they can tap into a large and engaged gaming community, create meaningful connections, and drive business results.
Analyst comment
Positive news:
– The Importance of Education in Gaming Advertising: By providing customized education and information to different stakeholders, more brands can be encouraged to invest in gaming advertising.
Neutral news:
– Shifting Perception: Breaking Stereotypes of Gamers: A shift in perception about the audience and their engagement with gaming is needed to attract more advertisers to gaming advertising.
Positive news:
– The Potential of Gaming Creators in Advertising: Collaborating with gaming creators and media networks can help brands effectively reach the gaming audience and enhance their advertising campaigns.
Positive news:
– Harnessing Data and Technology for Successful Gaming Advertising: Developing measurement solutions, integrating first-party data, and creating non-disruptive ad formats can drive more interest in gaming advertising.
Positive news:
– Ease of Entry: Simplifying the Gaming Advertising Landscape: Making it easier for brands to enter the gaming advertising space by providing easy templates and creative solutions can attract new brands to the space.
As an analyst:
The market for gaming advertising is expected to grow as brands become more educated about its impact, break stereotypes of gamers, leverage gaming creators, harness data and technology, and find easier ways to enter the space. This will result in more investment in gaming advertising and the ability to tap into a large and engaged gaming community.
