in game advertising

ARROVA Forms Strategic Alliance with Anzu, the World’s Most Advanced Intrinsic In-Game Advertising Platform

ARROVA, Inc. announced a strategic partnership with Anzu, the most advanced intrinsic in-game advertising platform.

The main areas for collaboration through the partnership are:

• Supply: Help developers integrate non-disruptive ad placements into games to establish a new revenue channel while elevating realism.
• Demand: Allow advertisers to reach the diverse gaming audience, making meaningful connections without disrupting play.
• Data: Collaborate in the utilization of data related to the delivery of in-game ads.
• Game advertising expansion: Make intrinsic in-game advertising a core part of omnichannel strategies.

Designed to bring a sense of realism and immersion into the gameplay experience, Anzu’s ad placements, which are available across mobile, PC, and console titles, allow brands to become part of the gameplay. Ads appear in locations where you would expect to find them in real life, like on billboards, bus stops, on the side of vehicles, etc., acting as a digital form of traditional marketing. 

Anzu has a rich inventory of over 100 gaming titles spanning every genre imaginable, boasting over 150m monthly active users (MAU). Brands can buy ads from “InGameADforZ,” which is provided by ARROVA.

Read More: AdInMo Launches InGamePlay SDK 3.0 with Clickable Ad Units

For more information on “InGameADforZ”, click here.

Anzu’s intrinsic in-game advertising solution is built to benefit everyone involved, including advertisers, game developers, and most importantly, players, and this strategic partnership will bring this solution to Japan, which boasts the third biggest gaming market globally, behind the US and China.

Image credit- Anzu

With the average global ad blocking rate now estimated at 37%, 52% of all consumers not paying attention when ads come on the TV, and 65% of people skipping video ads at the first chance they get, intrinsic in-game ads have emerged as an effective way to connect with audiences and drive huge attention. A report run by Anzu and Lumen found that, on average, in-game ads drive 98% viewability vs. Lumen’s digital ad norm of 78%.

ARROVA has been a pioneer in game marketing. It was the first agency in Japan to begin selling in-game advertising in ROBLOX, create unique branded experiences in Fortnite, and develop new in-game ad products with major game publishers.

As game content becomes increasingly media-oriented in overseas markets, ARROVA and Anzu will accelerate their efforts to utilize game advertising in the Japanese market, defining this year as the beginning of “The Era of Game Advertising”.

Read More: NODWIN Gaming to Increase its Ownership in Freaks 4U Gaming to 100%

ARROVA and Anzu’s “Three-Way Game Advertising Ecosystem” Concept

Benefits for Game Publishers

To continue providing high-quality games, substantial development costs are required. Intrinsic in-game ads allow publishers to establish a new reliable and sustainable revenue channel without compromising on gameplay. The ad placements blend into the game environment without interrupting gameplay, complementing play, and enhancing realism by bringing real brands into the gaming environment.

Benefits for Advertisers

Advertisers can gain recognition through a new ad format that is less likely to cause aversion among younger audiences, who are increasingly hard to reach through traditional advertising channels. Due to the lean-in nature of the environment, in-game ads tend to have higher viewability, longer ad viewing times, and generate more attention than ads on traditional digital channels.

Benefits for Players

In-game advertisements are a type of ad format that is blended with game content and displayed as objects within the game environment. With this new ad format, players will no longer be hindered by their gaming experience. If the ad creative and the game environment match, it enhances the game’s realism and improves the play experience. For example, in a racing game, the experience can be enhanced by placing billboards of car manufacturers on the course. The strategic partnership between ARROVA and Anzu will create a cycle where all three parties continually generate mutual benefits and reap rewards.

“Given Japan’s status as the fourth-largest spender in digital advertising and the third-largest gaming market worldwide, the potential for intrinsic in-game advertising to bridge the gap between these two industries is incredibly exciting. We are honored to collaborate with ARROVA to empower leading brands in the region to forge authentic connections with Japan’s dynamic gaming community through a solution that benefits all parties involved.” — Itamar Benedy, Co-Founder and CEO, Anzu.

“At ARROVA, we are leading the charge in integrating gaming media into marketing strategies, and we firmly believe that 2024 marks the dawn of an exceptional era for in-game advertising. Anzu’s technology is pivotal for this transformation, allowing brands to embed ads within gaming environments seamlessly. By partnering with Anzu and leveraging their cutting-edge technology and proven success in the US and Europe, we are poised to ignite the in-game advertising market in Japan.” — Kosuke Arai, President and Representative Director, ARROVA Inc.

Read More: Indian Gaming Industry Set to Reach INR 23,100 Cr, Growing 20% in FY25

IAB Study Examines Effects of Game-Related Advertising On Marketing Mix

A groundbreaking study titled “Changing the Game: How Games Advertising Powers Performance” was released during IAB PlayFronts and examines the effects of game-related advertising amid the gaming industry’s explosive growth. The pioneering research by media agencies and brands measures the efficacy, reach, and success of gaming advertising, illuminating why it is such an important part of the marketing mix.

Current State of Gaming and Games Advertising

For those who use it, gaming advertising is now a crucial and ever-expanding component of the marketing mix. Remarkably, 40% of advertisers intend to raise their game advertising budgets in the upcoming year, and 86% of respondents concur that the industry is becoming more and more important to their businesses.

Spending increases on advertising coincide with the rise in popularity and significance of gaming in the United States. 213 million people play video games in the US, according to Entertainment Software America (ESA), and eMarketer predicts that ad spending on games will increase from $8.53 billion in 2024 to $11.49 billion by 2027.

Why Are Marketers Using Games Advertising?

Games advertising has developed into a dependable channel for providing premium, high-caliber inventory as it continues to grow. Notably, 86% of advertisers polled concur that it is brand safe, securing its ranking as the second-best channel for brand safety. Furthermore, 85% of respondents express confidence in their capacity to quantify game advertising.

Even though 79% of advertisers find buying game advertising to be reasonably easy, it still requires more planning and purchasing than other digital media channels. Expert buyers and planners stress that more work is necessary to completely capitalize on the benefits of game advertising. Due to the diversity of the gaming industry and the requirement for custom work, this involves researching gaming audiences to learn about their preferences and customizing ad formats and creatives, which can be more complex than in other media channels.

These findings make it clear that gaming advertising is an effective means of reaching the right customers in their preferred setting. Its effectiveness in getting relevant messaging in front of valuable but difficult-to-reach audiences is attested to by an impressive 90% of advertisers. Further, 85% of advertisers recognize game advertising as a premium, high-quality platform for promoting their brands. It presents a new and creative way to market by incorporating immersive ad placements into user experiences.

Read More: NODWIN Gaming and JSW Sports Partner to Transform Indian Esports Industry

Games advertising is effective across the entire customer journey

According to 78% of advertisers, games advertising is excellent or good at raising awareness, 76% at encouraging research and consideration, and 65% at encouraging purchase. This indicates that game advertising meets both brand and performance marketing goals.

IAB launches creative guidelines and best practices for advertising in gaming.

To help advertisers fully utilize the potential of this channel, IAB has also published best practices and guidelines for gaming advertising. To guarantee courteous and successful advertising across a range of gaming platforms, the initiative introduces crucial guidelines regarding creative in-game advertising. To standardize procedures and make advertisements interesting rather than disruptive, the guidelines address the problem of intrusive advertising by placing a high priority on appropriate calls-to-action, transparent disclosures, and adherence to quality assurance procedures. To achieve higher standards and an ideal balance between advertising goals and user satisfaction, the document establishes guidelines for various ad formats and encourages collaboration between gaming and advertising professionals.

Here’s what they said

Jack Koch, Senior Vice President, Research & Insights, IAB said,

“This is the first large-scale quantitative analysis of brands and agencies with experience purchasing games advertising. The study found that advertisers view games advertising as a measurable, brand safe medium that is effective across the entire consumer journey. Marketers can no longer afford to ignore this medium if they want to reach the more than 200 million U.S. consumers that play video games.”

Zoe Soon, Vice President, Experience Center, IAB added, 

“Our Creative Guidelines and Best Practices in Advertising in Gaming aims to help preserve the Player First ethos and help brands get it right when activating in games. From interactive overlays to rich media experiences, we’re providing guidelines and identifying best practices to ensure ads enhance rather than disrupt gaming. By encouraging collaboration within the gaming and advertising communities, we’re building a future where ads not only meet brand goals but also contribute to a gaming journey that everyone can enjoy.”

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Adverty Partners with PubMatic to Reshape In-Game Advertising

Adverty, the industry leader in in-play advertising, announced the expansion of its partnership with PubMatic, an independent technology company that provides the digital advertising supply chain of the future, in a strategic move that is poised to completely reshape the in-game advertising landscape. Through this partnership, PubMatic can further establish itself as Adverty’s preferred Private Marketplace (PMP) partner on a global basis. The alliance demonstrates Adverty’s dedication to going global.

Elevating in-game advertising

Adverty will be able to easily integrate its cutting-edge In-Play video and display advertising solutions across a variety of markets thanks to PubMatic’s broad reach and strong infrastructure, reaching a larger audience with unmatched efficiency for global reach and scale. PubMatic’s state-of-the-art technology and expertise in programmatic advertising will open up new revenue streams for Adverty from its in-game ad inventory. The collaboration serves as a testament to PubMatic’s ongoing commitment to the gaming sector.

Access to advertiser network

Through the expanded partnership, Adverty will have access to PubMatic’s vast advertiser network. Adverty is now able to provide advertisers with more accurate and customized in-game advertising experiences through its dynamic and targeted ads thanks to PubMatic’s advanced sell-side targeting capabilities. Through this partnership, brands can easily engage with their target audiences in the context of gaming. The enhancement of user experience will be given priority when using PubMatic’s PMP technology.

Read More: Bidstack-Venatus Partner for Enhanced In-Game Advertising Reach

Unlocking new avenues for in-game advertising

Adverty can optimize ad delivery, minimizing latency and guaranteeing a flawless gaming experience for users. Moreover, it can optimize revenue for publishers by utilizing PubMatic’s header bidding capabilities. The partnership demonstrates a common dedication to innovation in the field of digital advertising. Together, Adverty and PubMatic will look into novel technologies and formats, remaining abreast of market developments and providing publishers and advertisers with state-of-the-art solutions. Among them is the recently released programmatic VAST video support for In-Play by Adverty.

Commitment to innovation

The collaboration between Adverty and PubMatic marks a turning point in the history of in-play advertising. They look to further develop their relationship to spur innovation. Furthermore, they wish to broaden their global reach and provide unmatched value to publishers, advertisers, and gamers as well.

Read More: BRAVE and Gadsme Partner For Intrinsic In-Game Advertising

BRAVE and Gadsme Partner For Intrinsic In-Game Advertising

A new partnership between BRAVE and Gadsme promises to deliver best practices for intrinsic in-game advertising. As a pioneer in the gaming sector, Gadsme is the most sophisticated in-game intrinsic advertising platform available, providing world-first non-intrusive display, video, and audio advertisements. Preserving the player experience is Gadsme’s top priority, along with efficiently reaching target audiences and increasing advertiser awareness.

Revolutionary partnership for in-game advertising

By collaborating with Gadsme, brands can reach a large gaming audience and organically convey their messages. An exciting new chapter in in-game advertising has begun with the partnership between BRAVE and Gadsme. BRAVE, a leading global brand’s premium branding advertisement network, will leverage its advertising experience to enhance Gadsme’s platform and foster a vibrant collaboration among industry titans.

As this collaboration develops, BRAVE and Gadsme will both gain a great deal from one another’s experiences and be able to offer their clients fresh experiences. The potential for in-game advertising is enormous, opening up new avenues for genuine and compelling brand relationships. The partnership between BRAVE and Gadsme represents a critical turning point in the development of gaming industry advertising.

Read More: Lego and Fortnite Announce Ground-Breaking Gaming Partnership

Here’s what they said

As reported by ExchangeWire, 

 Amir Sharer, CEO at BRAVE said,

As we embark on this journey with Gadsme, we recognise the transformative potential of our partnership for both companies. This collaboration represents a pivotal moment in the evolution of advertising within the gaming industry. By merging Gadsme’s cutting-edge intrinsic advertising platform with BRAVE’s branding capabilities, we aim to set a new standard for authentic and engaging brand connections in the gaming landscape.

Simon Spaull, chief revenue officer and co-founder, at Gadsme added,

We’re excited to partner with Brave as it’s a crucial part of our growth strategy, to deliver premium brands into premium games without harming the gameplay. We have worldwide audiences and the games, and they have the leading global brands. It’s a natural fit and we’re confident this will benefit both advertisers and gaming companies.

Read More: Bidstack-Venatus Partner for Enhanced In-Game Advertising Reach

Bidstack-Venatus Partner for Enhanced In-Game Advertising Reach

Venatus and Bidstack have established a novel business agreement. Bidstack is a platform for in-game advertising and video game monetization. Venatus is the top channel for publisher advertising and revenue generation in the gaming and entertainment industries. The partnership will grant Venatus unique access to Bidtstack’s largest video-game advertising inventory in six significant global locations. The business alliance, which aims to use the affinities between the two platforms, is seen as an expansion of the already-existing relationship.

Read More: Targetspot and Gadsme Unites to Launch In-Game Audio Ads

The Bidstack – Venatus Deal

Since 2017, Bidstack has led the way in creating an intrinsic in-game advertising model. It now boasts a network of more than 400 top-notch video games available on both PC and mobile devices. A monthly reach of 100 million individuals has been noted. OneFootball, Apple, Samsung, Marriott Bonvoy, and Doritos are just a few of the brands for which it has produced award-winning campaigns while collaborating with industry leaders like Sports Interactive, Ubisoft, and Miniclip.

In accordance with the agreement, Venatus will assume sole ownership of the direct sales of the video games from Bidstack’s in-game library on PC and mobile platforms. They bring more than 40 gaming experts and have a sales presence in the US, UK, Germany, Canada, Australia, and South Korea. The Venatus offer, which focuses on a campaign’s in-game, next to the game, and around the game, gains additional dimension with newly discovered access to Bidstack’s intrinsic in-game network. It includes well-known websites like EA, Futbin, Rovio, and unique activations on platforms like Roblox. Previously, Venatus and Bidstack worked together to monetize esports properties through advertising, like Gfinity.

As more video games are released each year, in-game advertising is growing quickly. Statista predicts the market will increase from $83 billion in 2022 to $94 billion in 2023. They are attempting to exploit the rising markets for video games and digital advertising. Thus, both parties will receive enormous value through this collaboration. They focus particularly on monetizing post-pandemic reality, where in-game and digital advertising has become more important.

Read More: Adscholars Enters Strategic Partnership With Bidstack in India

Here’s what they said

James Draper, Founder and CEO of Bidstack, said:

Bidstack and Venatus have a shared history as innovators in the video game advertising space. Now, we’ve identified an opportunity to create massive value for both businesses, our customers, and partners through a major tie-in that combines Venatus’ gaming specialist sales heft with Bidstack’s programmatic technology and carefully nurtured network of games. With the tailwinds behind in-game advertising, the opportunity is crystallising too quickly for Bidstack to capitalise on alone and we’re delighted to have Venatus alongside us.

Rob Gay, Co-Founder and CEO of Venatus, said:

Venatus offers brands multiple touchpoints with consumers within, next to and around video games. With the rapid growth of intrinsic in-game advertising, we now partner with experts in the format and add another string to our bow on behalf of our customers. This partnership comes at an opportune moment after the expansion of our US leadership team in June and, with Bidstack’s world class in-game network, we can build richer, more diverse campaigns on behalf of our clients in this incredibly exciting gaming media channel.

About Venatus:

Venatus is a leading international supplier of digital advertising services to the gaming and entertainment industries. It provides a full range of goods and services to marketers and publishers. The company’s goal is to dominate the gaming advertising market with cutting-edge technology and elite alliances. The business, which employs over 120 people across seven regional hubs, is supported by UK private equity firm Livingbridge.

Read More: New Video Game Measurement Allows Brands To Evaluate The Impact Of The In-Game Ads

The Adtech Landscape in 2023

The future of Adtech is likely to see continued growth and innovation in 2023, with the use of data and technology playing a significant role in helping to target specific audiences and measure campaign effectiveness overall. Additionally, the increased use of mobile devices and improved technologies are expected to drive growth in the digital advertising market. Here are a few specific talking points I believe will shape the Adtech landscape this year:                   

           

Growth of in-gaming advertising

There are around 2.5 billion gamers worldwide and this is predicted to reach 3.5 billion by end of 2023. The GCC is a rapidly growing market for gaming, with Saudi Arabia leading the way. Mobile gaming is becoming more popular thanks to its accessibility, allowing more people to play at a time of their convenience, and offering an opportunity for advertisers to reach a broader audience. Furthermore, the data generated by games also allows advertisers to better target and personalize ads to specific segments of gamers based on their behavior, preferences, and demographics. Advances in technology now allow for more seamless integration of ads into the gaming experience, so it becomes almost part of the game itself. Brands have a highly captive and engaged audience in ‘gamers’, so ensuring that ads are tailored and non-disruptive is key, utilizing the right data to serve ads programmatically.  

 

Increased focus on data privacy

Most countries are implementing or planning to implement data privacy regulations similar to the European Union’s General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) to protect the personal data of individuals. With this in mind, our focus in the region should remain on obtaining first-party data and complying with regulations. We should continue to utilize technologies that provide data-driven solutions for the advertising industry, such as exploring blockchain technology. Such platforms allow collaboration between advertisers, publishers, and agencies to manage their data and advertising campaigns more efficiently by using smart contracts and decentralized ledgers. 

 

Better data-driven advertising

Advertisers are expected to become more focused on using first-party data to better target and personalize their campaigns in preparation for the post-cookie landscape. The advancement of technology that allows the processing, analyzing, and interpretation of large amounts of data, along with the use of Machine learning and AI, will help advertisers analyze data more quickly, accurately, and at a lower cost than ever before. Hence we will see more use of real-time data to make more informed decisions and react faster to market changes. This will also get more investment in predictive analytics tools and technologies. 

 

Adoption of AI and Machine Learning

Companies in The GCC will increasingly adopt Artificial Intelligence and Machine Learning to improve their targeting and personalization capabilities. Additionally, the use of AI and Machine Learning can help automate many of the manual tasks involved in programmatic advertising, such as bid optimization and ad placement, which can save time and resources. Most importantly, the ability to analyze large amounts of data can provide valuable insights into consumer behavior and preferences, which can then be used to improve ad targeting and messaging. This can lead to more efficient and effective campaigns, better ROI, and increased customer engagement.

 

Rise of programmatic DOOH

The development of programmatic platforms and the ability to connect digital billboards to the internet has made programmatic DOOH advertising not only possible but a key differentiating factor for brands looking to reach their audiences. The growth in the number of digital billboards, kiosks, and other forms of DOOH media available in the region, and investment by brands and agencies in DOOH advertising, will give rise to a more buoyant Programmatic DOOH market I believe. Already we are seeing more regions activating programmatic capabilities with the right partnership. It is so important to choose the right platform that can handle the buying and selling of DOOH inventory, target the right audience and provide accurate measurement of ad performance.

 

This article is written by Romit Gharat, Adtech Director at MMP Worldwide

 

Romit Gharat

Adtech | Programmatic & Performance Advertising | Digital Strategist & Technology enthusiast | MENA

Romit Gharat is a Director at MMP Worldwide, Middle East, specializing in digital strategy and technology. As a thought leader, he designs data-driven digital media landscapes, focusing on achieving better ROAS for clients through media planning, buying, and performance advertising.

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New Video Game Measurement Allows Brands To Evaluate The Impact Of The In-Game Ads

Recent years have seen an upsurge in video game advertising, as unprecedented numbers of consumers have turned to video games to keep entertained during the COVID-19 outbreak. However, advertisement measurement standards haven’t kept pace with this fast growth. The prevalence of in-game advertisements has led brands and marketers to look at different metrics to determine their effectiveness.

So, was Frank Redhot’s recent appearance in a sports video game well-received? McCormick’s Frank’s Redhot brand placed banner ads inside Basketball Battle, a free-to-play mobile 2D basketball game. The banner advertisements were prominently displayed below the scoreboard at the center court.

Frameplay, a global leader in enabling intrinsic in-game advertising tracked the duration of time the player saw the ad. It recently introduced the first-to-market attention metric called Intrinsic Time-in-View. Attention is a key indicator of where advertisers should spend ad dollars, but how can it be measured? An understanding of the research and data can provide valuable insight into the future of advertising.

What is Intrinsic Time-in-View?
The Intrinsic Time-in-View metric from Frameplay measures how long an ad impression is visible during the gameplay. An impression is only considered viewable if it meets Frameplay’s viewability standards.

The in-game advertising platform measures the viewability of in-game ads using computer vision. It evaluates the total amount of time the ads are viewed throughout the campaign and the average amount of time each ad campaign is viewed per player session.

Interesting Read: Your Ultimate Guide to Understanding Gaming Advertising

Game-changing findings

Frameplay has joined forces with Lumen and eye square independently to analyze and compare its Intrinsic Time-in-View calculation with their respective eye-tracking measurement. It will validate whether Frameplay’s Intrinsic Time-in-View measurement is a viable measure of attention or not. Dentsu International, McCormick’s agency, also took part in the research as part of its Attention Economy initiative, which seeks to understand attention in this new format.

In fact, both computer vision and eye-tracking tech yielded similar results, supporting Frameplay’s method of measuring attention in games. The test also studied the effectiveness of in-game ads.

In-game ads captured about 1.4 times more attention of the gamers vs the mobile display attention norm. It performed similarly to social in-feed video norms and outperformed every other social, web, and mobile format, including a social in-feed image. In fact, eye square’s eye-tracking measurement concluded that Intrinsic Time-in-View turned out to be very close to the true real-life value. The ad framework satisfies the changing commercial and cultural needs of advertisers, companies, and gamers.

Adexchanger reported that In-game ads generated an average of 2.4 attentive seconds per impression, on par with the attention generated from a social media video ad (even though the in-game ad was a static banner).

Joanne Leong, Dentsu’s VP and Director of Global Media Partnerships, stated that having a reliable metric to compare in-game ads vs social ads helps them decide where to spend the dollars.

“The average consumer sees over 4,000 ads in any given day, so it is imperative that advertisers start evaluating channels through the lens of attention metrics, which are more indicative of meaningful exposures. The results from these studies validate proven attention in Frameplay’s gaming inventory, and we will use this data in planning as we evaluate future intrinsic in-game opportunities.”

Interesting Read: InMobi And Anzu Partners To Bring Programmatic In-Game Ads To APAC Region

 Setting up in-game advertising standards

Frameplay along with other players took a leadership position to update the guidelines with MRC and IAB so that intrinsic in-game advertising placements properly measure 3-D gaming environments. Ads are more difficult to measure than in other display formats because they are frequently obscured by game elements such as environmental features and player avatars.

Adexchanger quoted Frameplay Chief Strategy and Operations Officer Cary Tilds,

“When you calculate [in-game viewability], there’s a lot to consider, like the size of the ad on the screen at any given time, the skew or the angle of the ad at any given time, obstructions between the player perspective and the ad and how lighting affects viewability.”

He also stated that more should be accounted for in any industry-wide in-game measurement standard in addition to all those factors. Frameplay wants advertisers to look at overall attention instead of the only time in view, and change how the ad tech industry thinks about viewability in the gaming sphere.

Considering that in-game advertising is one of the pillars of many companies’ marketing strategies, statistics like these show that it can be a valuable investment for companies looking to reach customers where they prefer. The data gives marketers leverage to understand and compare gaming to other mainstream channels.

Interesting Read: 5 Ad Industry Trends That Are Likely To Unveil in 2022!