Some advertisers are not happy with the current lack of premium inventory in the in-game advertising space. New data from Comscore shows that more people are willing to pay for ads in their games.
Due to the fear that the average gaming player is turned off by brand involvement, marketers have been hesitant to enter the gaming space. This is not a true story. Today's gaming audience is media savvy and is growing more comfortable with brands inside games. The value exchange of advertising attention for free gaming content is growing as free-to- play games become the norm.
Comscore asked gaming players about their attitudes towards advertisements in games, as well as ads with livestreamed gaming content. The data was collected from more than 4,000 people who played video games in the US.
The report is coming out today. Take a look at some of the keyTakeaways below.
Comscore found that mobile game players are more likely to be receptive to ads. This is due to the fact that mobile game players have been exposed to more ads. Mobile games are more often free to play than games on other platforms. Many people would be surprised to see a mobile game without advertisements.
Mobile games ads are more likely to be rewarded than ads on other platforms.
The data is positive for advertisers 69 percent of console, 65 percent of PC, and 74 percent of mobile players feel positive about advertisements, and some experts are confident that these numbers will continue to tilt in ads' favor as PC and console players grow more accustomed to them.
According to the svp of gaming strategy and innovation at Publicis, people are used to seeing ads in mobile gaming. As ads appear on other devices, I hope that receptivity will increase as well.
Six to 10 minutes of ads is the amount of time that most of the gaming community feels they can stomach. The average amount of commercials per hour is 15. When broken down by generation, it's clear that younger people feel more strongly about this than older people.
The media diet of Gen Z is likely to be the reason why they are less likely to see ads in their content.
It is the generation that grew up with the internet. They have been trained not to have as many ads as you do in a show. The challenge is for advertisers to create a value exchange for younger people.
When in-game rewards are involved, there's no need for people to be wary of brand involvement. They will log into games to play rewarded ads. According to Comscore, 55 percent of gaming players would like to see more rewarded ads.
Scuti found that customers were logging in just to watch the ads, without even playing the game, when it implemented a product that allowed them to consume in-game ads in exchange for points that could be spent on both real world and in-game rewards.
Scuti CEO Nicholas Longano said that they have no intentions of playing. They are returning to the game to get their Scuti points.
Non-endemic brands are becoming more interested in Scuti's rewarded offerings. The company has a partnership with NBA Labs to sell virtual NBA- branded collectibles. Longano said that buying the products through Scuti helped their game.
55 percent of gaming players think product placement makes their experience more realistic, according to a survey. The presence of real-world brands is common in both narrative games and Massively Multiplayer games.
It makes sense that people prefer a real brand over a fake one when playing video games. It is a missed opportunity for the game's developers to use Nuka-Cola in the game.
If "Fallout" came out today, its plethora of in-game vending machines might be seen as advertising inventory rather than a mere plot point. Expect more brands to fit into game worlds as more data comes out.