The gaming industry is booming, and there’s no sign of it slowing down. Despite recent industry changes, a new report by Dentsu confirms gaming’s power to grab attention and deliver exceptional results for advertising.
Twitch, a giant in the gaming streaming world, is a prime example. Dentsu’s research shows it boasts superior brand recall and preference. With the gaming market projected to reach a staggering $320 billion by 2026, it’s clear: reaching gamers is a surefire way to boost your advertising performance.
Sure, Twitch marketing might seem complex. And recent layoffs across gaming companies like Activision Blizzard and Riot Games could be cause for concern. But hear this loud and clear: the benefits far outweigh the challenges.
Here’s why:
Unmatched Attention:
Dentsu’s research reveals that gaming captures attention far better than other advertising channels. Kevin Villatoro, Director of Global Media Partnerships at Dentsu Media U.S., emphasizes this: “Gaming offers superior attention levels. That’s a huge sign for advertisers to embrace gaming in their strategies. A lot of this advertising can be bought programmatically – so why not test the waters in gaming?”Engagement Beyond Ads:
Forget boring pre-roll ads. Gaming advertising is an interactive experience. Livestreaming, rewarded videos, and natural-looking in-game ads all deliver impressive results.Exceptional Recall Rates:
Ads on gaming platforms like Twitch generate a whopping 57% brand recall, significantly higher than the industry average of 38%. Ad length and placement barely affect effectiveness – both mid-roll and pre-roll ads perform well, and 15-second ads are just as efficient as 30-second ones after the first 5 seconds.Beyond Gaming Content
Your ad doesn’t have to be about gaming to succeed. Research shows that many successful ads weren’t even gaming-specific. “The livestreaming experience itself offers a unique opportunity,” explains Villatoro. Viewers are already engaged, chatting, and actively participating. So, unsurprisingly, full-screen ads grab the most attention.The Power of In-Game
Ads: Dentsu‘research highlights the exceptional performance of non-intrusive, “natural” in-game advertising, like billboards or environmental objects. This type of ad garnered an average of 3,442 seconds of attention per 1,000 participants – double the time spent on traditional online ads. While social media ads held a slight edge with 3,975 seconds, in-game ads boast a near-perfect 98% visibility rate compared to the industry standard of 87%.Rewarded Video Wins:
Rewarded video ads are another winner, with a 100% on-screen impression rate. Here, viewers willingly watch the ad (often a full-screen video) in exchange for a reward like an extra life. An impressive 80% of viewers opt-in to watch these ads.The key to success in gaming advertising? Understanding the gaming landscape and choosing the right format.
“You can be very selective about where you appear in these environments,” says Villatoro. “Tailor your creative to perfectly fit the game.”
Gaming isn’t just a trend; it’s a powerful advertising platform. So, don’t just watch the game – get in it and win with strategic gaming advertising.