Video games have become one of the most effective platforms for digital advertising. With a constantly growing global audience, mainly composed of Millennials and Generation Z, gaming offers unique opportunities to connect with highly engaged consumers. This audience is spending more and more time on video games, displacing traditional media such as television, making this channel an ideal space for brands to stand out.
Gaming advertising has experienced a remarkable evolution in recent years. While a decade ago ads in video games were limited to static billboards, today brands have the possibility to integrate their messages in much more creative and interactive ways. Activations such as virtual concerts in Fortnite or sponsored characters within games show how brands can create immersive experiences that leave a mark on players.
Added to this is the rise of interactive formats, such as rewarded videos, which allow users to unlock in-game benefits in exchange for watching ads. This format, especially popular among Generation Z, achieves notably high view and completion rates. According to data presented by eMarketer, more than half of gamers consider rewarded ads to be the most attractive, as they integrate advertising in a non-intrusive way and provide direct value to the player.
On the other hand, precision and the use of data are fundamental in this new era of advertising in video games. Gaming platforms allow for highly accurate audience segmentation and real-time measurement of campaign performance. This flexibility allows brands to adjust their messages based on user behavior and preferences, maximizing results.
The Rise of Mobile Gaming
The growth of Mobile Gaming has completely transformed the advertising landscape and continues to consolidate as one of the most accessible and effective ways to reach young audiences. More than 60% of Generation Z and Millennial players prefer to play on their smartphones, which has driven greater investment in the development of games optimized for mobile devices.
According to eMarketer, mobile gaming accounts for nearly half of the industry’s revenue, confirming its weight within the digital ecosystem. This phenomenon is boosted by the constant improvement of mobile hardware, which enables high-quality visual and interactive experiences.
The growing dominance of mobile gaming, which represents 49% of the global revenue of the video game industry, demonstrates the magnitude of this opportunity for brands. Advertising in this segment not only enhances campaign effectiveness, but also positions brands at the heart of a digital ecosystem that continues to evolve.
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