How video games are used as an advertising platform

Eight out of ten Germans under 30 are gamers, and every third woman now plays in Germany. That is the result of a study by the IT industry association BITKOM. Video games are no longer a niche product – gamers are no longer weirdos sitting in front of the screens in dark rooms. The older generation in Germany is also discovering the video game medium: Almost every second person between 30 and 49 plays regularly. So the range of video games is considerable. This is also interesting for the advertising industry, as it allows a large number of people to be reached.

The largest proportion of games played are casual games. Everyone knows them: Small games for in between that don’t need much explanation. Tetris is a good example of this type of game. These casual games are particularly popular in the Internet browser and on mobile devices.

Casual Games: A New Advertising Platform

Casual games are therefore a wide-reaching platform for the advertising industry. And the game makers are pleased: Many of the casual games are offered free of charge – or at least in a free light version. Advertising is a useful means of funding. To ensure that the banners and displays do not have a disruptive effect and spoil the fun, there are a few points to consider.

In addition to the target group of games – and thus advertising – advertising should be cleverly incorporated into casual games. Positioning the advertising between levels, on the start screen, or during loading times is particularly useful so that the ads are not perceived as annoying. The installation of advertising therefore requires a certain amount of sensitivity. As in every targeting situation, advertising in games is perceived as positive and not annoying above all if it fits the interests and wishes of the user.

The whole thing goes also one step further. Often, games are specially developed for advertising. They are similar to other games but use the characters and items from the product of the advertising. A good example of this is the advertising of “Ring Pop”, the game Ring Pop pinata pow. You have to break the pinata and collect all of the falling Ring Pops to earn points and avoid the other things that are falling down from the pinatas too. McDonald’s also seems to take video game advertising seriously. The fast-food chain has placed its advertising banner in a number of different games.