In-game advertising has exploded in recent years, becoming an essential channel for brands eager to reach a diverse, engaged audience. With an estimated 3.32 billion gamers globally in 2024, brands are making big moves to insert themselves into these virtual worlds.
What’s the smart way to do it? Passive Attention
Think virtual billboards on a racetrack or banners in a stadium. Players see the ad, but it feels like part of the game.
Why It’s Clever: Gamers are deeply immersed, so ads feel like part of the game world, not an annoying disruption.
Real-World Success: Case Studies You’ll Love
Coca-Cola’s Approach: Racing to the Top with Passive Ads
Coca-Cola’s been a trailblazer here, putting its logo on virtual billboards and stadium banners in sports games. The result? Massive brand awareness and memorable presence.
Takeaway: Coca-Cola’s subtle placement approach shows how brands can leave a big impact without screaming for attention.
Cool Stat: Research shows that in-game ads like Coca-Cola’s can boost ad recall by up to 50%.
Garnier’s Dual-Format Success Down Under
Garnier, looking to connect with younger audiences in Australia and New Zealand, took a unique approach by placing ads in both in-game spaces and around-the-game banners.
How They Did It:
Ads appeared in popular mobile games during low-key moments (like loading screens) to ensure players saw them naturally, without feeling forced.
Results:
Over 600,000 impressions and an impressive 99% viewability rate for in-game ads.
Where Passive Attention Works Best:
Choose Wisely, Brands!
For those diving into passive attention ads, here’s where it shines:
Sports and Racing Games:
Ads on virtual stadium billboards, race tracks, or team uniforms.
Simulation and Open-World Games:
Think virtual storefronts, billboards, or posters.
Casual Mobile Games:
Ads on loading screens or transitions when players are naturally more relaxed.
Passive Attention Not Your Thing? Try Active Attention Instead
If passive attention doesn’t align with your brand strategy, active attention techniques can still deliver exceptional results.
Rewarded Ads:
Offer players something they value, like extra lives, in-game currency, or exclusive items, in exchange for watching a brief video or completing a task.
Interactive Ads:
Create mini-games or challenges within the game environment that engage players directly while spotlighting your brand.
Active attention may be more overt than passive strategies, but it comes with its own perks:
Higher Engagement Rates & Immediate Brand Visibility
So, if blending into the background isn’t your style, go bold with active attention!
Don’t Miss the Winning In-Game Advertising Methods with NEO!
Seamlessly integrate into games to capture the attention of billions of players worldwide. In-game advertising spending is projected to hit $18 billion by 2027, and the brands that act now will be the ones leading the charge.
‣ Early adopters like Coca-Cola and Garnier have already established a foothold in the gaming space.
‣ Gamers spend an average of 8.5 hours per week playing, offering unparalleled exposure for brands that are part of the action
