How Brands Can Thrive with Immersive Ads in Gaming

By Mat Harris, VP of Product Management, Activision Blizzard Media

As we navigate the ever-evolving landscape of mobile gaming, interactive content, and beyond, digital advertising is poised to take a transformative leap. The term "immersive advertising" might be a relatively new entrant in our media mix strategies, but it will soon be a foundational feature of advertising campaigns.

Gaming already provides a highly immersive advertising experience thanks to its ability to capture audiences' attention within virtual worlds. For brands looking to understand the future potential of immersive advertising, it makes sense to start by understanding the power of gaming as it exists today-both in terms of audience behaviors and opportunities for brands.

Immersive Advertising Starts and Ends with the Player

For immersive advertising gaming experiences to be successful, it is critical that they do not disrupt the player experience but rather, enhance it. This can only be done by keeping the player experience at the center of any decisions around brand integrations into the game.

Prioritizing the player's experience above all means delivering the right ad at the right moment. For example, by working closely with studios, we ensure that ad integration doesn't compromise the gaming experience but rather enhances it; by offering rewards such as game boosters for engaging with ads, we create a value exchange for players where they receive something for their time. Additionally in-game advertisements can also enhance the realism of the gaming experience. In-game billboards' real world settings create virtual worlds that look and feel more authentic, thus not breaking the immersion for the players.

The result is a win for both players and brands-players get an enhanced gaming experience while brands are reaching audiences when they are highly engaged and paying attention.

Balance Creativity and Technology For Impact

When done right, a brand's immersive advertising tactics have the potential to nourish a positive halo effect for players. To do so, experiences must employ thoughtful, creative-led strategies that utilize the enhanced potential that exists within virtual worlds such as gaming. Creativity helps to facilitate impactful moments for the right brand, in the right game, with the right player.

The balance between creativity and technology in advertising is a critical factor in the evolution of immersive advertising. While it's true that measurement and marketing research are integral components in our industry, there's been a significant tilt towards dependence on third-party data. This over-reliance and consequent over-investment have resulted in a lopsided shift in strategy, sometimes overshadowing the importance of creativity.

We firmly believe that advertisers can emerge as the heroes in these immersive environments, forming positive associations for players with their brands. This can be achieved by returning to thoughtful, creative-led strategies where creativity was at the heart of campaigns.

In the current era, we have the opportunity to let creativity lead the way in immersive advertising, facilitating magical moments for the right brand, in the right game, with the right player. This doesn't mean disregarding the merits of technology, but instead striking a harmonious balance with creativity.

By integrating technology and creativity in a balanced manner, we can shape the bright future of immersive advertising in mobile gaming and beyond.

Prioritize The Immersive Experience

The most effective advertising strategies are those that begin with something unique, premium, and intentionally curated, and this is especially true of immersive advertising. Experiences that are designed with an understanding of the immersive environment and created specifically for that platform deliver a more seamless integration than content which has been retrofitted to an interactive environment.

Beginning with an understanding of immersive environments before designing the experiences also ensures brands avoid the trap of premature scaling and maintain the focus on the player's experience.

Players are exceedingly picky about the quality of games (and growing moreso, as the market continues to expand) and go to great lengths to avoid subpar experiences. But those experiences that honor the player's time and investment achieve "premium" status in their minds, leading to even greater outcomes for brands down the line.

Shaping the Future of Immersive Advertising

The future of immersive advertising in mobile gaming and beyond is brimming with both creative and strategic potential. As advertisers and brand leaders, we stand at a unique vantage point where we have the opportunity to shape this promising future. This opportunity is not just to create a new, immersive reality but to carve out a reality that resonates with the gaming community and adds value to their experiences.

Understanding the current landscape of gaming is a crucial step towards comprehending the potential of immersive advertising tomorrow. The world of gaming today offers a glimpse into the future of advertising. Its dynamic, engaging environment and the deeply involved audience provide fertile ground for immersive advertising to grow and evolve. By studying the behavior of gamers, their interaction with in-game advertising, and the unique opportunities that gaming platforms offer for brand integration, we can gain invaluable insights.

These insights guide us in crafting advertising strategies that are not just immersive but also interactive and meaningful to the gaming audience. It's about striking the right balance between creativity and technology, brand integration, and player experience.

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