According to Chris James, solution sales specialist for Massive, the basics that are applied for advertising in general are just as applicable for in-game advertising.
These included identifying the right audience, delivering a compelling message, identifying the returns of the campaign and managing processes efficiently. James went on to debunk some myths surrounding advertising in gaming platforms.
These included identifying the right audience, delivering a compelling message, identifying the returns of the campaign and managing processes efficiently. James went on to debunk some myths surrounding advertising in gaming platforms.
For skeptics who think that the advertising environment in gaming is too restrictive, Massive can now deliver “multiple solutions” for action or brand focused campaigns that can be customised, said James.
James also mentioned that for advertisers who think that "designing game campaigns are too hard", he assures that “most creative assets can be re-used for a gaming campaign”. He also believes that gaming campaigns are also quickly moving to become like a television experience - for advertisers who think that a game campaign is “not as cool” as a television campaign.
For critics who also think that audiences for gaming are “too narrow” and only comprising of “spotty young boys”, James said this was no longer the case and that audiences for gaming are now varying, and includes both sexes and older demographics as well.
He also believes that gaming and the game console is fast becoming a hub for entertainment at home, which offers a host of new opportunities for advertisers.
For best practices for in-game advertising, James likened in-game ads to be like those in the outdoor medium, which are and should be “exciting and bold images with one clear message”.
James also advises that ads should be tailored to the gaming audience as gamers mostly agree that ads in games make for richer experiences and brings realism to games.
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