{"id":7427,"date":"2024-10-22T01:09:47","date_gmt":"2024-10-22T05:09:47","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/10\/22\/the-rise-of-gaming-in-advertising-insights-from-industry-leaders-on-growth-challenges-and-opportunities\/"},"modified":"2024-10-21T13:37:51","modified_gmt":"2024-10-21T17:37:51","slug":"the-rise-of-gaming-in-advertising-insights-from-industry-leaders-on-growth-challenges-and-opportunities","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-rise-of-gaming-in-advertising-insights-from-industry-leaders-on-growth-challenges-and-opportunities\/7427\/","title":{"rendered":"The Rise of Gaming in Advertising: Insights from Industry Leaders on Growth, Challenges, and Opportunities"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Nick Woodford, Content Lead, Anzu<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Gaming has become a staple part of advertising budgets for many leading UK brands. Many of the big agencies have also built out dedicated gaming arms and teams to address this medium as consumer time spent on gaming increases. Leading AdTech vendors have also branched out into gaming, offering everything advertisers are used to from other digital advertising channels, from fraud prevention, viewability, and enhanced targeting to attention, attribution, and brand lift studies.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To explore the future of this dynamic landscape, including the factors driving and hindering growth, Anzu\u2014 the world\u2019s most advanced intrinsic in-game advertising solution\u2014partnered with gametech company iion to host an exclusive roundtable at London\u2019s iconic Groucho Club. This evening brought together advertising and gaming specialists from across the industry, including leaders from Anzu, iion, Digitas, EssenceMediacom, Lumen, Wavemaker, Total Media, and WeGame2, chaired by Pocket Gamer CEO Chris James.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A key theme of the discussion was how big gaming has become and how as each new generation emerges, they spend more and more time playing games. \u201cEach successive generation is more engaged in gaming; my son just can\u2019t imagine life without not only games but constant online gaming environments he spends his time in,\u201d said Chris James from Pocket Gamer. Newzoo\u2019s <a href=\"https:\/\/newzoo.com\/global-gamer-study\">Global Gamer Study<\/a> recently found that gaming is the most popular pastime for Gen Alpha, while for Millennials and Gen Z, gaming and social media are tied as the most popular entertainment mediums.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For many younger audiences, gaming has become not just somewhere they go to play but where they go to hang out with friends, make new ones, learn, consume media, and compete. Gaming IPs are now firmly embedded within films, TV shows, and literature, and many of the globe\u2019s leading streamers and influencers are creating content in and around popular gaming titles, flooding social media sites. Gaming has become such a cultural cornerstone for younger generations that it now defines their social currency and identity, much like music did for Boomers and Gen X during their formative years.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This discussion led to an important question: How should we define and categorize gaming? Iion\u2019s Chief Commercial Officer, Yun Yip, asked the group, \u201cwhat really is gaming? Right now, we\u2019re pigeonholing gaming as one particular type of media, but really it\u2019s loads. Gaming is social, it is entertainment, and it can also even be considered a sport.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Limiting it to one isolated medium or just another line item on a plan means that advertisers are missing out on the huge opportunities that gaming presents to engage and make meaningful connections with players in ways that have never before been possible due to the limitations of traditional 2D advertising channels. The group outlined how there are so many ways to activate within gaming and that the space has become so big it can become overwhelming, especially for those who are unfamiliar with the space and have not grown up entrenched in gaming\u2019s culture and society.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/in\/ashleigh-heitman-33a52415b\/overlay\/about-this-profile\/\">Ashleigh Heitman<\/a>, Associate Director at EssenceMediacom, outlined that rather than thinking about gaming\u2019s size, it\u2019s easier to approach it from an audience-first perspective. \u201cIt\u2019s not about the size of the gaming audience, it\u2019s about the relevance of them. Audiences that game are so relevant to many of my products, and the alignment is spot on. It\u2019s all about matching the right brand with the right game and audience and finding a solution that allows you to do that with ease.\u201d<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Anzu\u2019s VP of Sales, Michael Smith, agreed, saying that \u201cgaming is so big it\u2019s no longer a case of building reach and scale as Anzu now has access to hundreds of millions of gamers across the UK and globally. For advertisers, it\u2019s about understanding where your audience is and then how you connect with them in a way that enhances their experience and adds value to your brand\u201d.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The group noted that while the gaming industry traditionally focuses on games, advertisers think in terms of audiences. However, with the growing maturity of intrinsic in-game ads, advanced audience targeting is now bridging this gap, enabling brands to precisely reach player segments that align with their campaigns across various games and platforms.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/go.anzu.io\/anzu-lumen-attention-report-2023\">Data from Anzu and Lumen<\/a> shows that in-game ads capture more attention than Facebook and Instagram\u2019s in-feed ads, with 6 in 10 players likely to make a purchase after seeing an in-game ad. As a result, advertisers are increasingly viewing gaming audiences as premium, with in-game advertising offering a powerful way to reach these highly engaged players. However, the non-clickable nature of intrinsic ads poses challenges for brands fixated on click-through rates, hindering wider budget allocation.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Bukky Moemeke, Global Platforms Director, Culture &#038; Entertainment at Wavemaker, noted, \u201cBrands need to focus on the relevancy of audiences, not only the reach or the click-through rate, which in isolation may not tell the whole story in this day and age. When you have engaged and relevant gaming audiences, the measures of success look different, and we need to start considering different metrics. To turn the dial, we need to better understand how to translate these emerging metrics into a language that is more readily accepted by the industry\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The group acknowledged this as a significant barrier for brands entering the gaming space, yet emphasized that brand lift studies and a focus on attention metrics demonstrate gaming\u2019s ability to influence audiences across the marketing funnel. Anzu\u2019s Director of Product Marketing, Simon Whittick, outlined that with regard to intrinsic in-game advertising, \u201cwe\u2019ve solved level one of measurement which was viewability, attention, IVT, and brand lift. Now, it\u2019s about the next step, which is how we are impacting sales. And the early signs we are seeing is that the impact intrinsic in-game ads have on purchases in some sectors is very positive because of the high engagement and attention levels\u201d.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Lumen\u2019s CEO Mike Follett followed up, stating that given the results they\u2019ve seen that show the huge amount of attention that gaming drives, he\u2019s \u201cnot surprised at all that it\u2019s driving lower-funnel metrics and impacting sales.\u201d A recent <a href=\"https:\/\/www.anzu.io\/news\/anzu-happydemics-full-funnel-research\">global study<\/a> from Anzu and Happydemics revealed that intrinsic in-game advertising is 5 percentage points higher than the online media average at driving purchase consideration, outperforming video by 5 percentage points, display by 3 percentage points, and CTV by 2 percentage points.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To learn more about the different entry points into gaming, what solutions are available, and whether they are right for your brand check out <a href=\"https:\/\/www.anzu.io\/news\/anzu-happydemics-full-funnel-research\">Anzu\u2019s solution here<\/a> and <a href=\"https:\/\/www.iion.io\/\">iion\u2019s offering here<\/a>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Leading AdTech vendors have also branched out into gaming, offering everything advertisers are used to from other digital advertising channels, from fraud prevention, viewability, and enhanced targeting to attention, attribution, and brand lift studies.<\/p>\n","protected":false},"author":7,"featured_media":7428,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[8],"topics":[2],"class_list":["post-7427","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-gaming-esports","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Rise of Gaming in Advertising: Insights from Industry Leaders on Growth, Challenges, and Opportunities | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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