The strategic advantage of in-game advertising for marketers

Offering non-disruptive, immersive opportunities to engage with a diverse and expanding mobile gaming audience, in-game audio advertising has become a powerful tool for modern marketers - here's why.

In this piece, we explore the diverse and growing audience of mobile gaming. With smartphone gamers defying stereotypes and huge revenue projections, mobile gaming is a significant opportunity for brands. 

In-game audio ads offer a unique, non-disruptive way to engage a vast audience, providing innovative strategies for marketers to connect meaningfully with players.

Understanding the mobile gaming audience

Mobile gaming attracts a broad and diverse audience, challenging the outdated stereotype that gamers are predominantly young males. Current statistics reveal a different reality: as of March 2024, approximately 52% of regular smartphone gamers are women. This underscores the inclusive nature of mobile gaming, making it a valuable market for a wide range of brands. 

Additionally, mobile gaming revenues are projected to soar, with forecasts predicting they will reach $205.7bn by 2026, representing a significant opportunity for marketers. According to Statista, the number of global users is expected to consistently increase from 2024 to 2029, reaching 3 billion by 2029.

Innovative integration of in-game audio ads

The mobile gaming community offers unique opportunities for marketers, with in-game audio ads being particularly valuable due to their non-disruptive nature. These ads allow continued gameplay, enhancing user engagement and reducing ad fatigue. According to a YouGov survey, 86% of gamers dislike full-screen ads in mobile games. By integrating audio ads into the immersive virtual settings of mobile games, brands can connect with target audiences without interrupting the experience, creating more engaging and immersive brand interactions.

The audio marketplace: A hub for in-game audio advertising

A platform with an audio marketplace like the AdsWizz Marketplace emerges as a significant player in this arena by offering brands access to non-disruptive audio ads across hundreds of games, enabling advertisers to reach audiences during peak engagement times, such as evening commutes and tailor ads to the moods evoked by different game genres (e.g., promoting relaxation through puzzle games). It can also ensure ads are thoroughly vetted for brand safety and audibility, making it a reliable choice for those looking to scale their in-game advertising efforts efficiently.

Brand safety and precision targeting

With the right tech and tools, brand safety is achieved through rigorous standards, including compliance with the UK Games Rating Authority and COPPA requirements for games aimed at children. Advanced targeting capabilities allow advertisers to tailor their campaigns based on demographics, device type, and even the specific moods and feelings associated with different gaming experiences. This precision not only enhances the relevance of ads but also boosts the likelihood of conversion.

Advice for making ads effective

To maximize the impact of in-game audio advertising efforts, marketers should consider these key strategies for making their ads effective:

1. Shorter ad durations

Capture gamers' attention within 5 seconds before they can skip, so get straight to the point and land your message in 15 seconds.

2. Value exchange

If you have companion media, make it compelling for the gamer to click the banner and distract them with a better offer.

3. Reference to the environment 

Connecting your product or service to the fact that someone is playing a game makes the ad more relevant and seamless.

Ready player one

In-game audio advertising offers a revolutionary approach for marketers seeking to engage a diverse and expanding mobile gaming audience. By seamlessly integrating non-disruptive audio ads into the gaming experience, brands can create more meaningful and immersive interactions. The mobile gaming industry will continue to grow, and marketers who adopt this innovative advertising strategy will be well-positioned to capitalize on the vast opportunities within this dynamic and inclusive market.

So what are you waiting for? Let the games begin.