A pair of exclusive roundtables in Cannes hosted by gaming platform iion have examined the attention economy in gaming, as well as uncovering best practices for measuring the success of in-game advertisements.
The first roundtable, moderated by IAB US EVP and CMO Carryl Pierre-Drews, looked at effective measurement and outcomes for in-game advertising and immersive virtual worlds, as well as exploring factors driving gaming mainstream and how different planning and buying methods influence this trend.
Worth $240 billion globally in 2020, the gaming market is forecast to reach $294 billion in 2024, while 72% of brands are intending to increase game advertising activity this year, according to IAB's Game Advertising State of the Nation report.
Founder and CEO at Amplified Intelligence, Karen Nelson-Field, said that while distraction is every brand’s enemy, gaming is a platform that has proven to be significantly less prone to distraction.
"Time-based measurement in digital spaces can mislead actual human interaction with ads," she said.
"Attention types in gaming are distinct, with 'slow to decay' attention being more beneficial for brands. The need for quality attention over quantity highlights a 10x increase in gaming environments compared to general web platforms."
The second roundtable, while also exploring attention metrics, touched on the hurdles brands encounter and strategies they can use when utilising in-game advertising and the potential for non-endemic brands in the gaming space.
Amplified Intelligence's senior manager of revenue operations, Daniel Lyas, said traditional media metrics like reach make assumptions about human attention that are not always accurate.
"Metrics such as time-in-view, commonly used to measure the effectiveness of ads, are based on flawed assumptions," he told the roundtable attendees.
"Time-in-view assumes that if an ad is displayed on a screen for a certain amount of time, the viewer is actively engaged. However, this metric doesn't account for the fact that viewers might be distracted or not paying attention at all. As a result, relying solely on time-in-view can lead to inaccurate conclusions about an ad's impact.
Lyas said that attention data collected through human-based measurement techniques can significantly enhance media planning and brand outcomes.
"Advertisers can optimise their media spend and creative strategies by understanding how and when audiences pay attention to ads," he said.
"For instance, attention data can help identify the most effective times and platforms to place ads, ensuring they reach audiences when they are most likely to engage. This data-driven approach leads to more efficient use of advertising budgets and better overall brand performance."
Activision Blizzard’s head of global industry marketing and communications, Claire Nance, said integrating brands into gaming content adds value for both the brand and the consumer.
"The focus is on ensuring that brand involvement enhances the gaming experience rather than detracting from it," she said.
She outlined three key ways that brands can successfully integrate into the gaming world without coming across as jarring or out of place: additive branding, opening up a dialogue between gamers and brands and building community.
"The goal is to make brand presence in gaming content beneficial for both parties, ensuring that consumers find value in the brand's involvement," she said.
Moving beyond stereotypes
Nance went on to address the stereotypes associated with the term 'gamer' and the importance of educating the industry to break down these misconceptions.
She that the term "gamer" often conjures up the image of a young boy playing in a basement with a headset, which is outdated and inaccurate.
"Gaming encompasses a much wider audience beyond this stereotypical image; many people play games without identifying as 'gamers'," she told the roundtable.
"Using terms like 'players' and 'gaming audiences' can shift perceptions and highlight the broader appeal of gaming. By reframing the conversation around gaming, brands can better understand and connect with the diverse and extensive gaming community."
Amanda Rubin, Brand Solutions, EVP at Enthusiast Gaming, highlighted that one of the biggest mistakes brands make is oversimplifying what gaming is. She noted that while gaming is currently very popular and often seen as the next big thing, many brands do not fully understand the diversity and breadth of the gaming industry.
Enthusiast Gaming's EVP of brand solutions, Amanda Rubin, agreed with Nance, saying that that gaming is often perceived as just major titles like Fortnite, Roblox, or Esports, but it also includes solitary computer games, mobile games like puzzle games, and casual gaming experiences.
"When I worked at EA, they implemented gamification layers into various aspects, such as custom power-ups and mini-games for clients like GSK," she said.
"There is a misconception about the gaming audience being a shiny object rather than a mass-scalable demographic. There's a need for education, so brands understand that everyone plays games, and gaming is a vast, multifaceted industry."
More than just entertainment
Dubit's CCO Andrew Douthwaite said that gaming is not just about entertainment but also has a significant social component. He said that platforms like Roblox offer opportunities for brands to build communities by authentically engaging with players.
"Brands should focus on creating experiences that players genuinely want, which could involve integrating popular game mechanics or providing rewards such as avatar items," he said.
"Partnering with existing games can be more effective than creating new ones, as it allows brands to add value to the gaming experience. The inherent social nature of platforms like Roblox fosters player advocacy and helps games go viral, therefore, by giving players items that enhance their avatars, brands can build a strong affinity with their audience."
PHD's global client partner, Melissa Cosentini Melissa Cosentini, said that it is important for brands to embed gaming into overall communication plans rather than treating it as an isolated element, as addressing gaming in isolation often leads to ineffective strategies.
"Brands need to understand how gaming fits into the broader strategic objectives of a brand or campaign. By aligning gaming activities with the overall media plan and communication strategy, brands can ensure that gaming is not just a one-off conversation that is easy to dismiss," she said.
"Instead, gaming should be integrated in a way that complements and strengthens the entire campaign."
Building brand equity and loyalty through gaming platforms like Roblox
Discussed the opportunities to build brand community and loyalty on social gaming platforms like Roblox.
Overcoming barriers to gaming
Dentsu's chief growth and innovation officer for Asia Pacific, Dominic Powers, said that the region's significance as the world's largest and fastest-growing gaming market means media planners must rethink their approach to succeed in this landscape.
Power shared an example of how Dentsu collaborated with Yum and KFC to create virtual stores in China's gaming world, which allowed players to order real KFC meals for delivery while playing games, integrating the brand into the gaming experience.
"This initiative addressed the limited number of physical stores in China and tapped into the advanced gaming culture in the region, where virtual and real-world experiences often intersect," he said.
"Relying on traditional media planning approaches would not work in such a complex and rapidly evolving market. Instead, brands need to innovate and create meaningful interactions within the gaming environment to resonate with the audience.
"By leveraging unique opportunities within the gaming space, brands can drive significant engagement and sales."
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