Connect with us

Gaming

Gaming is in the mainstream and it’s here to stay

Published

on

Reading Time: 2 minutes

 

By Tobias Knutsson, CEO, Adverty

It’s taken a lot to finally rub out marketers’ lingering belief that gaming is a thing for kids, a niche media channel, a flash in the pan. The pandemic did some of the final lifting, but in a gaming business that is booming on all sides, absorbing women, older people, obsessive Esports fans, cloud gamers, monthly subscribers – you name it – the numbers are now unignorable: an estimated audience of somewhere between 2.5bn and 3bn+, with a global value of $162.32bn last year. If that’s not mainstream, what is?

Nike, Coca-Cola, Redbull, even Gucci and L’Oréal have all waded into the gaming space, and smaller brands with more modest budgets are beginning to follow. So gaming is having a moment that started some time ago and promises to last – what should its exponents do to maximise it and build strong, sustainable connections with brands?

Hold their hands

Brands that are new to gaming often lack in-house expertise and even background knowledge. As with social media, gaming needs dedicated experts on the client side, and inevitably brands will recruit their own, but until that part of the puzzle falls into place, it is incumbent on publishers and ad tech providers to explain the protocols, the opportunities and the rules of thumb in clear and accessible terms. (In brief: respect the space, add value, but don’t get in the way.)

Bring gaming ads in line with other media

Convincing marketers is one thing, but the gaming advertising business needs to give those executives the tools to win the argument with the finance people. That means the gaming world needs to work hard to standardise its metrics, its formats, its sizes, in order to bring itself into line with the wider ad industry. Gaming is a complex environment for brands, who will ultimately only invest in what they understand. So the emergence of formats that stand direct comparison with those of other media – such as  Adverty’s own In-Play branding ads and In-Menu performance ads – combined with robust metrics, strengthen gaming’s pitch for brand dollars.

Never generalise

The gaming audience is indescribably varied and ranges far beyond the young, male stereotype. More than 50% of mobile gamers are older than 34 [source: Mediakix] and 51% are women [source: MoPub]. So the question isn’t any longer about which brands could benefit from targeting ‘a gaming audience’, but exactly how to target your brand’s precise audience through gaming.

Make it worthwhile for users

The predominance of mobile games – which last year claimed $120 billion of consumer spend against home and handheld consoles’ $43 billion [source: App Annie] – indicates a need for strong mobile-friendly advertising models. A weight of research points to the fact that  free-to-play gamers understand the value exchange and are comfortable with the presence of advertisers, but tolerance turns to genuine enthusiasm when brands add value to gaming. In-game rewards such as hints and power-ups work well in exchange for watching ads and dovetail nicely with in-game purchases. Further research points to the effectiveness of in-game branding advertising as a driver of positive sentiment.

Powered by WPeMatico

Continue Reading
Advertisement

Games of the Future 2025

The Countdown is On: Less Than 3 Months to Go Until The Games of The Future 2025 Kicks Off in Abu Dhabi

Published

on

the-countdown-is-on:-less-than-3-months-to-go-until-the-games-of-the-future-2025-kicks-off-in-abu-dhabi

Reading Time: 2 minutes

 

In just under three months, the world will turn its eyes to Abu Dhabi as the Games of the Future 2025 (GOTF 2025) prepare to deliver an electrifying showcase of competition, innovation and entertainment.

Set to redefine the boundaries of sport in a pioneering format where competitors must excel both in traditional sports and digital gaming arenas, the Games of the Future 2025 is set to be a sporting spectacular like no other.

For six days from 18-23 December, ADNEC will transform into a futuristic sports hub featuring sports and esports arenas, robot combat zones and drone racing tracks, as athletes and clubs from across the globe battle across 11 phygital disciplines that test speed, strategy and sporting prowess for a staggering USD 5 million prize pool.

Led by ASPIRE as the official delivery authority for the Games of the Future 2025, and supported by Ethara, the operations powerhouse behind some of the city’s key iconic events, athletes, fans and spectators can look forward to an exceptional edition that will elevate the Games of the Future into a landmark occasion on the global sporting calendar.

Residents and visitors can experience a taste of the action with an immersive roadshow at a series of locations across the UAE from October to December. Featuring live demos and interactive challenges, the tour will bring the thrill of phygital sport to life ahead of the Games of the Future 2025 in December.

Nis Hatt, CEO of Phygital International, said: “Phygital sports are rewriting the rulebooks of competition. With less than three months to go, transforming the iconic exhibition centre in the heart of Abu Dhabi into the world’s most advanced space for both digital and physical competition is no small feat. It requires the vision and dedication of hundreds of people to build bespoke digital arenas, pitches, and immersive experiences that will redefine how athletes compete and how fans engage.”

Fans will be able to follow every moment of the Games of the Future 2025 thanks to two newly confirmed media partners. Ei Nerd, Brazil’s leading entertainment platform boasting over 4 billion views, will bring the spectacle directly to its vast community, and BIGG, one of the foremost gaming and esports entertainment company in EMEA, will deliver comprehensive coverage via BIGG TV, the Middle East’s leading gaming channel, which reaches 50 million households in more than 100 countries.

The post The Countdown is On: Less Than 3 Months to Go Until The Games of The Future 2025 Kicks Off in Abu Dhabi appeared first on European Gaming Industry News.

Continue Reading

155.io

155.io rolls out new chaos-fuelled game Survivor

Published

on

155.io-rolls-out-new-chaos-fuelled-game-survivor

Reading Time: < 1 minute

155.io, the live content studio built for a mobile-first world, has amped up the chaos in its live game portfolio with the launch of Survivor – a frenetic, last-marble-standing battle that turns physics into pure entertainment.

Brought to life from 155.io’s custom-built studio, Survivor sees 16 marbles begin on a plate that spins to make collisions in a mesmerising display of speed and chaos – ultimately leaving just one winner. Marbles are assigned to coloured teams with each featuring a different number of marbles, creating unique odds every round.

The mercurial white marble pays out over 15x, making every spin a heart-racing showdown. 155.io’s live portfolio of games stars ducks.io, Marbles.io and Stairpong.io. All of the games are recorded from a real-world studio, broadcast live, designed for the mobile user in mind.

155.io Founder and CEO Sam Jones commented: “Survivor strikes the perfect balance of real-world chaos, adrenaline, and intensity as players watch to see which marble outlasts the rest. It’s a fun, fresh twist on our original marbles game — one that players still love to this day. This is exactly what 155.io is about: simple, universal games brought to life with real-world action and designed for the next generation of players.”

The post 155.io rolls out new chaos-fuelled game Survivor appeared first on European Gaming Industry News.

Continue Reading

Belatra

Belatra on target with debut crash game: Goose Boom Bang

Published

on

belatra-on-target-with-debut-crash-game:-goose-boom-bang

Reading Time: < 1 minute

Belatra, a leading developer of innovative online slots, has set its sights on the crash game market with the launch of its hit new game, Goose Boom Bang.

Following 30 successful years of creating outstanding slot and instant games, Belatra has turned its sights on the crash game market. Goose Boom Bang stars a fearless goose whose explosive personality takes the game to new heights. As soon as the goose takes off, the multiplier begins to climb – from 1.01x up to an incredible 1000x. The longer the goose travels, the higher the potential reward.

As the journey gathers pace, the risk increases and at any moment the goose can be stopped in his tracks by a cunning Hunter, the swift Hawk, or the sly Crocodile. The prize returns to zero as soon as the goose is stopped by one of these protagonists. Players must decide the opportune moment to call time on the goose flight, but choose when to shoot and claim the winnings.

If the shot hits the mark, the bet is multiplied by the current multiplier, and the Goose drops to the water. Game round history is displayed at the top of the screen: green indicates a win, red – shows a loss. The Goose’s flight path continues to be shown even after the round, revealing how far it could have flown and the maximum possible winning total.

Misha Voinich, Head of Business Development at Belatra, commented: “Belatra has fired the starting gun on its crash game entry, bringing its signature style of humor, dynamic gameplay, and unique atmosphere. Players have the power to choose when to stop the Goose and secure the maximum multiplier before the Hunter, Hawk, or Crocodile ends the round for them!”

The post Belatra on target with debut crash game: Goose Boom Bang appeared first on European Gaming Industry News.

Continue Reading

Trending

Get it on Google Play

Fresh slot games releases by the top brands of the industry. We provide you with the latest news straight from the entertainment industries.

The platform also hosts industry-relevant webinars, and provides detailed reports, making it a one-stop resource for anyone seeking information about operators, suppliers, regulators, and professional services in the European gaming market. The portal's primary goal is to keep its extensive reader base updated on the latest happenings, trends, and developments within the gaming and gambling sector, with an emphasis on the European market while also covering pertinent global news. It's an indispensable resource for gaming professionals, operators, and enthusiasts alike.

Contact us: [email protected]

Editorial / PR Submissions: [email protected]

Copyright © 2015 - 2024 - Recent Slot Releases is part of HIPTHER Agency. Registered in Romania under Proshirt SRL, Company number: 2134306, EU VAT ID: RO21343605. Office address: Blvd. 1 Decembrie 1918 nr.5, Targu Mures, Romania