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With Australia’s gaming market rapidly growing in the last few years, IAB Australia has conducted research on game advertising across all channels.
The Attitudes to Game Advertising Report was developed by IAB Australia to help understand the current use of game advertising, the needs of the market and opportunities and barriers for advertisers, agencies, media owners and technology companies in the gaming market.
Based on the report, it has been found that Australia’s interactive games market accounted for 5.9% of the total entertainment and media market in 2020 and is expected to grow up to 6.8% by 2025.
Aside from this, gaming has been found to be one of the most flexible and versatile mediums available for brands to connect with their target consumers. Brands can do so through the following:
However, based on the report’s study, only 38% of the mainstream advertising agencies they’ve studied have only experimented with the idea of game advertising. Likewise, not all of the agencies had an expert understanding of it.
This shows that, although the gaming industry is set to become one of the biggest industries advertisement companies can benefit from, it is still unchartered territory for most.
Those who have used the gaming industry for their campaigns showed a high intention to use many formats such as mobile ads and streaming adjacent display and video. They also would buy directly with the media owner on games and genres that suited their brand.
In terms of evaluating their opportunities, agencies would usually consider the context of the game and its audience sustainability in order to increase brand awareness. However, the report shows that few advertising agencies were using brand awareness to lift their metric on evaluating their success.
With this ineffective tracking method, a significant proportion of advertisers were not sure if their game advertising has met their campaign objectives. And, while agencies were driven to attain hard-to-reach audience segments and higher audience attention and engagement, the lack of understanding of the role of game advertising in the marketing mix has led to more problems than solutions.
In order for agencies to fully utilise the gaming industry, IAB’s Report recommends developing tailored creative executions for campaigns in different game environments. The Report also stated that there was a huge opportunity to increase the understanding of game advertising and marketing to improve the experience and opportunities for marketers.
With this, the Report advised that advertisers revaluate their approach towards gamers by adding value to them, design advertising content that is suited for the platform and user and build marketing plans with clear and specific objectives.
The Report also recommended that agencies utilise resources coming from the Game Advertising Working Group, which helps to make buying and assessing game advertising more efficient without losing the unique offerings available through different game environments and formats.
Source: IAB Australia. Content has been edited for style and length.
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