In-game advertising is fast becoming one of mobiles newest prospects for actively engaging customers. It offers rich, attractive looks to branding, fresh new approaches to increasing customer receptiveness. The potential of the in-game advertising is already being notice by some of the world’s biggest corporations as the implement it in to their marketing strategies, so how has mobile marketing been used with games so far?
In-game advertising is a lot more sophisticated than it may sound. Marketers can take several approaches to incorporating ads in games including “in-game advertising” which takes images in the game and background spaces and fills them with branding images, “Interstitials” which pushes short video advertisements and pushes them to customers between games as well as previews within the actual game. In addition, marketers can use “Ad Wrapping” which displays short advertisements for a product before or after a game is played.
Recently some of the world’s biggest brands including the U.S. Navy, Nestle, Nikon, Kia, Sprint and Yahoo have all invested in in-game advertising the same way. EA Games have released “Lemonade Tycoon”, a business based game where players aim to build a dominant lemonade company from humble beginnings in their neighbourhood to a multi-million dollar corporation. Lemonade Tycoon uses the in-game advertising approach with profound efficiency. Advertisements are displayed within the game as soon as it loads, and every five “game-days” the images are refreshed, delivering fresh and attractive images to capture the player’s attention.
Thus far, EA has offered Lemonade Tycoon as a free download to its customers. This has allowed the success of in-game advertising to be gauged accurately as the free download means a much larger amount of customers are actively downloading and playing the game. In India, large customer scopes proved hugely successful for promoting the Bollywood movie “Jurm.” The simple puzzle game used to promote the movie received 150,000 downloads in the first day of its release and by the end of the week had recorded downloads in excess of 500,000.
The extensive reach and appeal of mobile gaming has unlocked unlimited potential for advertising through games. With many of the world’s leading brand names making long-term investments into the venture, it seems only a matter of time before mobile marketing in-games truly becomes a globally recognised and endorsed marketing approach.
How has mobile marketing been used with games so far?