The gaming industry is soaring to unprecedented levels, surpassing the music and movie sectors in influence and revenue. Advertisers now devote a significant portion of their marketing budgets toward gamers.
As advertisers gain a better understanding of who gamers are and their preferences, they are uncovering a more sophisticated understanding of the gaming landscape. With this, brands and media buyers are beginning to use more game-specific ad tools to target a variety of games in their marketing mix and learn what resonates best with them.
Amid navigating ad blockers, custom maps offered within Fortnite, and in-play moment-triggered ads, advertisers are finding more cost-effective, scalable methods to reach gamers during playtime and while they’re consuming gaming-related content.
With gamers spread across various platforms and engaging with a wide range of game genres, advertisers now recognize that different gamers in different game categories will be more relevant to specific product marketing strategies.
In-game advertising has become more of a mainstay in media buyers’ budgets primarily due to the decreasing reach on browsers and its expansive reach within mobile games. However, some advertisers approach this cautiously due to audience quality concerns.
Turning to premium titles, Fortnite’s customizable maps have become the latest battleground for brands — allowing advertisers to build their own unique experiences inside the Fortnite framework. These maps offer an expansive canvas for brands to engage gamers during playtime.
