While many brands were built using TV and traditional media, the landscape has changed dramatically. Consumer behavior is shifting, so reaching people who don’t watch linear TV poses a challenge.
There’s a growing need for innovation within digital that can help advertisers communicate with consumers who are hard to reach through traditional channels. The gaming environment is a key area for marketers who are keen to explore and create new opportunities for brand advertising.
When looking at different technology platforms, we wanted to choose a platform that could be innovative for us and help support a user experience, in the same way that we drive great user experience with our game play.
, VP of Business Development, King
All advertising that runs on King games is user-initiated. This means that the player gets to choose and engage in advertising for a value exchange, such as a reward — an extra life, currency, or booster.
Giving the user the choice of whether to engage with an ad or not and when to do so creates a more positive experience overall and improves results for advertisers. “We’re finding that the players who actually consume advertising in that form are playing the games longer and having more fun,” says Ben Fox, VP of Business Development of King Advertising.
The great beauty of running an ad in a video in a game is that we can offer something to the gamer and they hopefully will then view the ad. We give them a good value exchange: they see our ad, we give them a power up or an extra life.
, Head of Media Communications, Nestlé UK