The gaming industry is on the rise, and so is the potential for brands to tap into a highly engaged audience through in-game advertising. As the industry is set to reach $200 billion in value by 2023, it’s a prime time for marketers to consider this growing trend.
In this guide, we’ll take a closer look at how in-game advertising works, why it’s so effective, and why it’s important for brands to consider translation services for global reach.
What is In-Game Advertising?
In-game advertising is a unique way for brands to integrate their content into video games. These can include sponsored items, product placements, or even entire games sponsored by brands.
The key is to seamlessly integrate branded content into the game experience, in a way that feels organic and non-intrusive.
Why is In-Game Advertising Effective?
In-game advertising is effective for several reasons.
- Gamers are an engaged audience, and they are actively involved in the gaming experience. This makes them more receptive to branded content.
- In-game advertising allows brands to reach a highly engaged audience that may not be receptive to traditional forms of advertising.
- In-game advertising can be targeted to specific demographics and psychographics, making it a more efficient use of marketing dollars.
- In-game advertising can be measured in real-time, allowing brands to adjust their strategies based on performance.
Why Consider Translation Services for In-Game Advertising?
In-game advertising presents an excellent opportunity for brands to connect with a global audience. However, it’s important to consider the language barriers that can hinder a brand’s message from reaching its full potential.
Translation services can help overcome these barriers by ensuring that branded content is accurately translated into multiple languages. This not only ensures that the message is clear, but it also shows respect for different cultures and languages.
What Brands Need to Consider Before Implementing In-Game Advertising
Before implementing in-game advertising, brands need to consider a few key factors.
- The branded content must be relevant to the game and the target audience.
- The branded content must be seamlessly integrated into the game environment to avoid disrupting the user experience.
- Brands must be careful not to over-commercialize the game, which can negatively impact the user experience.
- Brands must have a clear understanding of the metrics that will be used to measure the success of the campaign.
Case Studies
Here are some real-world examples of in-game advertising:
- Red Bull in Fortnite – In 2020, Red Bull partnered with Fortnite to create the Red Bull LTM (Limited Time Mode), a custom game mode that featured Red Bull-branded content, such as billboards, vehicles, and clothing items.
- Red Bull in Fortnite – In 2020, Red Bull partnered with Fortnite to create the Red Bull LTM (Limited Time Mode), a custom game mode that featured Red Bull-branded content, such as billboards, vehicles, and clothing items.
- Gatorade in NBA 2K – In 2016, Gatorade partnered with NBA 2K to create a branded campaign called “Win From Within.” The campaign featured in-game events, sponsored by Gatorade, that gave players a chance to earn virtual currency and other rewards. The campaign also included branded content such as in-game billboards, signage, and vending machines.
The partnership was successful in reaching the target audience of young sports fans and gamers, and Gatorade reported a significant increase in brand awareness and sales as a result.
Conclusion
In-game advertising provides a unique opportunity for brands to connect with a highly engaged audience in a way that feels organic and natural. To fully realize the potential of in-game advertising, brands need to consider the importance of translation services for global reach.
With careful planning and execution, in-game advertising can provide measurable results and a powerful way for brands to connect with their target audiences.
Contact us today to learn more about how our translation services can help your brand reach a global audience through in-game advertising.