FREE HANDS | January, 2022

Each month you can find in our newsletter “The European” a section dedicated to the white card of the week.

A look back at the speeches of these communication professionals who share with us the way in which their professions have been reinvented in recent months …

Gameloft Germany

Addressing the target group in a playful way: The potential of in-game advertising

Taming a dragon, driving a racing car through “Area 51” or forging alliances with the tsar next door: 58 percent of Germans spend their free time gaming and immersing themselves in virtual adventures. Games are played anytime and anywhere and with an almost even gender split, 48 percent of the gaming community are female players.

The target group of gamers is extremely interesting for advertisers and creative people, because the gamers are immersed in the medium at the moment of playing. Their attention is not distracted by other screens, windows or activities. Gaming is also a deeply relaxing and creative activity that involves players in an interactive way. Companies can use in-game advertising to reach this attractive target group with concepts, tailor-made to their needs. Selected ad formats, such as playable ads, allows a direct interaction with the brand. Gameloft has been developing mobile games for over twenty years and was one of the first companies to open its games catalog for advertisers. As an expert in the development of games and in-game advertising, Gameloft, like other game publishers, can provide quite precise information about its users and thus tailor it to the requirements of advertisers

In addition to some basic, demographic information -such as gender or age-, more extensive information can also be made in relation to the interests, leisure activities and career planning of the audience. Contextual targeting can be derived from this information: which game creates the perfect fit between the product or the brand and the game genre or the interests of the gamer. Quite accurate information can also be obtained from the model of the smartphone with which the gaming app is downloaded. Users who always have the latest model at hand will (most likely) also have a great interest in technology and innovations in other areas. In-game advertising achieves very good results, especially in relation to the engagement rate – and is a valuable addition within the overarching communication- and marketing strategy.

Gameloft Germany

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