Ad gamification is here

Gaming Takes Center Stage in Advertising

In today’s digital landscape, gaming isn't just a pastime—it's becoming a pivotal component of major advertising strategies. Leading brands are increasingly integrating gaming elements into their promotional campaigns.

Disney, for instance, has recently launched two interactive "advergames" on Hulu and ESPN: Quiz Show and Beat the Clock. Quiz Show engages viewers with a brief trivia game featuring various brands, while Beat the Clock incorporates brand identities into fast-paced games. Topgolf was the first to utilize the Beat the Clock format, allowing viewers to practice golf using their remote controls.

These innovative ad formats are gaining traction with companies like Amazon and Discord, aiming to make the ad experience more engaging and less monotonous. Carli Jurczynski, Associate VP at Kepler, highlights the appeal of interactive ads, noting that they offer a fresh and personalized approach in an era when ads are highly visible but often lack individual relevance.

New Interactive Ad Formats

In May, Amazon introduced a novel ad format for its ad-supported Prime Video: interactive trivia ads. These ads blend brand information with quiz elements, offering viewers the chance to learn more about brands, add products to their cart, or earn rewards like Amazon shopping credits.

Ahead of Prime Day, Kepler highlighted the effectiveness of Amazon’s interactive ads. Jurczynski mentioned that clients from Hasbro and Shark Ninja benefited significantly from these formats, although they focused on various advertising methods like biddable and search ads rather than connected TV ads.

Expanding the Horizon

The trend of integrating game-like experiences into ads has even reached companies previously hesitant about advertising. Discord, for example, launched "sponsored quests" in April, allowing game developers to offer rewards to users participating in these quests. This format also lets viewers join in and complete quests for additional rewards.

Initially tested with a “May the 4th” Fortnite quest, sponsored quests are now more broadly available. Peter Sellis from Discord's product team announced this expansion in a blog post earlier this year.

Carly A. Kocurek, a professor at the Illinois Institute of Technology, points out that gaming has always been intertwined with marketing—through puzzles, collectible items, and loyalty programs. As video games become an integral part of daily life, their role in advertising continues to evolve.

Broadening Engagement

The influence of gaming on user engagement is evident, and companies are extending their involvement beyond just ads. Warner Bros. Discovery’s acquisition of Player First Games and Netflix's expansion into mobile gaming are prime examples. Warner Bros. Discovery’s investment includes games like MultiVersus, which features characters from its properties, while Netflix has added games like Minesweeper to its mobile app.

The mobile gaming sector saw a significant surge, with consumer spending surpassing $20 billion this year. Notably, the mobile game Monopoly Go earned over $770 million in the first quarter of 2024, marking a record high for a single quarter.

This resurgence in mobile gaming and the integration of gaming elements in advertising reflect a broader trend of merging interactive experiences with marketing strategies, signaling a dynamic shift in how brands engage with their audiences.

Source: https://www.marketingbrew.com/stories/2024/08/13/ad-gamification-is-here