Frameplay Re-Frame: ThinkLA Gaming Brunch

Frameplay Re-Frame: ThinkLA Gaming Brunch

ThinkLA’s annual Gaming Brunch has become one of the must-attend events on the industry calendar, evolving well beyond regional status. This year, the Frameplay team joined in the fun to connect with leaders across agencies, brands, and AAA publishers. 

The discussion covered a mix of the latest gaming trends, and new insights regarding consumer behavior. When it comes to the in-game opportunity for advertisers, the panelists highlighted some key behaviors and differentiators that marketers need to recognize. As part of the brunch, DISQO presented some key findings from their most recent research.

EVERYONE’S A GAMER, AND EVERYONE’S A MULTI-TASKER

What’s an attention span? More than ever, audiences are consuming multiple forms of media or entertainment simultaneously. And gamers are playing while they work out, while they have the TV on…14% even say that they play games while they’re working.

The big takeaway for marketers here – gaming absolutely must be part of your omnichannel mix. In-game intrinsic advertising complements your existing CTV, linear, or DOOH efforts to reinforce your messages and make sure that no matter where your customers’ eyes are, they have the opportunity to see your ads. Work with your agencies on strategies around day-parting, complementary content (i.e. aligning sports games with your sports viewing audience), or seasonal retail strategies to fully capture attention.

WHEN YOU’RE IN-GAME, CONTEXT MATTERS

Advertisers can level up the effectiveness of their media plans when they start to buy around game genres. Each main category of game brings a unique audience, different types of consumer engagement, and distinct ways of getting your message to your customers.

When it comes to the old stereotype of young male “gamers” – yes they are present, but you’re not going to find them in any and every game. RPG, racing, and action games index highest for Gen Z and Millennial males. But to reach female decision makers, advertisers would want to integrate with the ever-popular match-3 or puzzle categories. And to reach older, wealthier audiences, solitaire and casino games are a staple. 

Besides genre-specific audiences, brands can align their messages with relevant context. Auto advertisers can place in racing games, and fantasy sports apps and streaming TV brands are a natural fit for sports games. Intrinsic in-game ads provide a way to modernize traditional “sponsorships” for the gaming environment.

IN-GAME ADS PERFORM TO WIN

In-game ads work.

Time and again, research shows that gaming campaigns drive lift for brand health metrics throughout the funnel. Whether it’s familiarity, favorability, or purchase intent, brands that advertised in-game outperformed the average.

And it makes sense. Audiences have moved into immersive worlds, and are receptive to messages in those worlds in the same way that they are on the street or in traditional linear media. New formats and high-impact placements make it possible for brands to communicate in impactful ways in gaming environments.

What’s next?

Expect to see even more brands, from challenger brands to established category leaders, show up in games in the coming months. At Frameplay, we’re excited to lead the way for brands looking to deliver exciting experiences without interrupting the fun of the game. Stay tuned for more insights about the effectiveness of intrinsic in-game advertising coming soon, and reach out to your Frameplay rep if you’d like to learn more about how we can get your brand in the game.