Six tips for successful in-game advertising

GAMES Advertising in video games has increased in recent years. This is no surprise, given that the video game industry generates significantly more revenue than the movie industry. Brand logos and products, in particular, are featured in games. Here are six tips for a successful campaign. Global brands such as Nike, Starbucks, Diesel, McDonalds and Coca Cola are leading the way. They have been using games to run their multi-dimensional campaigns for some time now, reaching a target group that they would not have reached via TV, for example: However, the medium also has its pitfalls if the players primarily just want to play and not be bombarded with advertising. If done badly, advertising can either go unnoticed or even annoy the target audience. However, if it is creative and entertaining, the campaign will achieve a high reach. Here are six tips on what an effective campaign should look like:1. short and precise but firmAs in all other media, the right message is also important in games. Attention is higher in games and so is the recall value. It is therefore important to consider in advance what the message should achieve for the user and this should be maintained in every campaign.2. leave a visual impressionSpecial designs, such as high-contrast colors, attract the player's attention. Advertisers should make sure that the ads they place in the game also match the resolution and color intensity of the game. It is an advantage to find out about the colors of the game in advance and to design a suitable ad.3. use the entire networkMany games involve a gigantic network that needs to be utilized. If someone sells basketball shoes, this does not mean that an ad can only be placed in basketball games. Because if you also like to play basketball, you probably also play racing and strategy games. This is the advantage of in-game advertising, because unlike in the real world, in the virtual world you can advertise broadly instead of deeply and the user is even more forgiving.4. logicalThere are many ways to convey a message in a game. It is important to ensure that it is real, logical and authentic - even if it is placed in a futuristic or fantasy game.5. do not confuse: Digital gaming and digital mediaIn-game advertising is in no way comparable to web banners. On the web, we have a completely different attention and attitude than in games. There we are more concentrated and emotive. In games, the user establishes a deep connection and is on the move. This form of advertising is therefore more comparable to interactive television or out-of-home. But with the advantage of tracking, automating and renewing advertising.6. know the latest gamesNowadays, the latest games are similar to real life. This makes it easier for advertisers. If a scene takes place in New York and the player drives past Times Square, several advertising spaces open up. It is therefore important to know the latest games on the market and to take a closer look at their locations.(meg)