The gaming market has undergone incredible evolution in the past few years. Games began to emerge 50 years ago, but arcade games or the early consoles that were played back then now seem like a distant past. This is all thanks to the rapid technological progress that has recently occurred, allowing current games to immerse players in captivating and immersive gaming environments.

The gaming devices themselves have also undergone transformation – now we can play video games on smartphones, technologically advanced consoles, or through VR headsets. The gaming trend is so strong in the market that it has a significant impact on consumers. Just take a look at how consumers reacted to the release of the PS5 console in 2020 and the immense excitement it generated.

At the same time, this trend has been reinforced by the ongoing Covid-19 pandemic. People worldwide have been confined to their homes, where they naturally sought interesting activities that could provide an escape from the hardships of everyday life. According to studies, 40% of young people have increased their time spent playing mobile games.

In fact, video games have become a way to socialize with friends and a great opportunity for brands to expand their reach in an unconventional way through digital advertising placed within video games.


WHY INVEST IN IN-GAME ADVERTISING? Firstly, this advertising technique can make your brand stand out on advertising channels where there is not yet much competition.

Secondly, by choosing the right advertisement and format, you can reach a specific target audience of your choice.

Thirdly, in-game advertisements can be optimized in real-time, adapting the available options to your needs. Customized advertising messages offer significant possibilities for brands.

Fourthly, placing advertisements in games is an excellent way to learn about your customers and their preferences, allowing for real-time ad customization.

There are already approximately 3 billion video game players worldwide. This represents enormous potential for brands if they properly identify their target audience.

The average gamer today is far from the stereotypical teenager confined to their room. The average gamer is now a parent in their 30s with significant purchasing power, engaging with other users in video games and sharing experiences. Women make up 33% of gamers. Additionally, gaming devices are used interchangeably. One moment it may be a smartphone, the next a Nintendo console, and then a laptop. It all depends on current desires and possibilities.


ON WHICH DEVICES CAN YOU IMPLEMENT IN-GAME ADVERTISING? Gaming consoles such as Xbox, PlayStation, and Nintendo offer significant opportunities as their players account for about 30% of the gaming market share. On the other hand, mobile games are becoming increasingly attractive for brands. You can implement your advertisements through games within your application – the ads are directly integrated into mobile gaming apps. This represents significant and continually growing potential, as approximately 25-30% of mobile gamers spend up to 10 hours per week playing games. The target audience in this case is highly diverse, including both young and older individuals.

Once again, the popularity of HTML5 browser games is rapidly growing. From 1995 to 2010, Flash games were immensely popular. This technology was ideal for creating games that could be played in web browsers on computers. However, Flash technology had one drawback – it was not supported by mobile browsers. The dynamic development of mobile platforms over the past 10 years, coupled with a range of other issues faced by Flash technology, led to its demise in 2020. Hundreds of Flash gaming websites ceased to exist. Flash games were quickly replaced by games developed in HTML5. This technology brought back the popularity of browser-based games, but this time, they can be played not only on desktop browsers but also on smartphones and tablets. Facebook and other platforms provide developers with special tools for integrating their games into these platforms.

The popularity of simple browser games will continue to grow. One of the main reasons is that unlike mobile games, they do not require installation. A simple web browser, whether on a computer or a smartphone, is sufficient for playing.

Another effective form of advertising using video games is leveraging streaming platforms such as Facebook Gaming or YouTube Gaming, where video games play a key role.


WHAT ADVERTISING FORMATS SHOULD YOU CHOOSE? Since in-game advertising offers various formats, it is essential to consider which will work best for your brand and generate the most interest among the audience.

Video Ads in Games There are many possibilities for using video ads in games. The most popular ones include: Interstitial videos that appear for a few seconds before the game starts. Rewarded videos – the player receives a reward for watching the video.

Native Ads in Games In-game advertising is directly integrated into the game, making it more positively received by players. For example, a banner ad placed in a stadium where the game takes place.

Audio Advertising A significant number of gamers enjoy listening to music while playing video games. On console music apps like PlayStation and Xbox, you can place ads for your brand, providing a non-intrusive format that does not negatively affect the gaming experience.

Banner Ads In-game banner ads generate a 3% click-through rate, which is 30 times higher than traditional display banners (0.10%), Facebook ads (0.07%), or display banners (0.14%). There are two types of in-game banner ads to choose from: Full-screen mobile banners that display promotional material at a key moment in the game. Block banners that do not disrupt gameplay as they are integrated into mobile or computer games.


KEY TO A SUCCESSFUL IN-GAME ADVERTISING CAMPAIGN To achieve your marketing goals, you need to employ the right techniques, including:

  1. Choosing the appropriate platform for your brand that aligns with the target audience and matches your brand image. Engaging advertising must seamlessly blend into the gameplay and align with it.
  2. Selecting the right audience, considering different player profiles depending on the platforms where the ads will be deployed.
  3. Choosing the advertising format – the best formats will be immersive and naturally integrated into the game. The ad should appear when the player is experiencing strong emotions (threatened or thrilled). Keep in mind that players spend a lot of time looking for ways to skip full-screen ads, so your ad should offer something that will not annoy the audience.
  4. Delivering compelling advertising messages that resonate with players and are positively received. Traditional advertising messages may not work well in the gaming environment, while a lot of information is shared within gaming communities. Therefore, it is essential to deliver suitable messages that benefit the brand.


Another effective form of advertising using video games is leveraging streaming platforms such as Facebook Gaming or YouTube Gaming, where video games play a key role.

Marketing Games – Advergames Marketing games, also known as advergames, are created for brands and then distributed over the Internet, where users can download them. This allows the brand’s advertisement to reach mass audiences, providing them with enjoyable experiences while promoting the brand. Marketing games can take various forms, such as tactical games, adventure games, or shooters. They can be developed for different platforms, including smartphones, consoles, and computers. Brands are recognizing the effectiveness of advergames as a modern marketing tool. In the face of a new reality in which a significant portion of society plays games, more or less regularly, this advertising approach seems highly attractive. Moreover, game advertisements do not appear intrusive to players since they willingly engage with games, enticed by the prospect of enjoyable entertainment. Once users become invested in a game, they can tolerate occasional advertisements, considering them a small cost for the opportunity to play. The more engaged the player becomes, the less irritation the ad may cause.

Furthermore, a large group of young people, who grew up playing games, is entering the market as direct consumers, expanding the audience for marketing games with each passing year.


What types of advertisements can be placed in marketing games?

Advergaming allows for the implementation of promotional games on any platform. The following tools are commonly used to utilize games for marketing purposes:

Static advertisements – product placement. Dynamic advertisements – in-game advertising. Engaging with gaming communities – mainly organizing contests or demonstrations, including those on platforms like Facebook.