Gaming
ADVERTISERS AWARE OF VIDEO GAMING AS A MEDIA CHANNEL – BUT UNSURE HOW TO UNLOCK IT
Admix, the leading In-Play advertising platform that bridges the gap between gaming content and brands, released the findings of its major research study into video gaming’s emergence as the key media channel.
Gaming is a lucrative channel, where three billion active gamers will spend almost $176 billion on games in 2021, a figure which is set to surpass $200 billion in 2023. Admix was aware, though, that brands and advertisers have only begun to capitalize on what gaming has to offer as a media channel, particularly on mobile, which is now larger than PC and console gaming combined.
To understand what brands know about the video gaming market, their experience of in-game advertising to date, and their plans for reaching a vast – and growing – gaming audience in the future, Admix commissioned independent creative market research agency Atomik Research to conduct an online survey of more than 400 respondents in the UK and US, with responsibility for media buying in their company.
The survey found that around 93% of advertisers had seen an increase in video game advertising spend over the past 12 months. But, while the prevalence of in-game advertising may have increased, it’s still considered a grey area by many.
According to Samuel Huber, CEO and Co-founder at Admix, “Just as the desktop web was the dominant media channel for the 2000s, surpassed by social media in the 2010s, video gaming is now on the cusp of claiming the crown of key media channel. However, although buyers are broadly aware of this, the survey reveals that they appear to underestimate how close we are to it becoming a reality.”
Key findings:
Games advertising growth – 81% of media buyers plan to either maintain or increase in-game advertising spend over the next 12 months, with 93% intending to run some form of in-game advertising by 2025.
Key drivers for growth – The rapidly developing infrastructure behind in-game advertising is driving its growth – with increases in the availability of programmatic options, third-party verification for in-game advertising performance and an increase in the availability of in-game inventory cited by advertisers as the most common reason for the category’s growth.
Barriers to adoption – However, a fifth of media buyers cited a lack of understanding as the biggest reason for not investing in in-game advertising, with 31% considering it a grey area.
Premium inventory – 60% of respondents felt consoles offered more premium video game inventory than mobile. However, a third identified casual mobile games as being premium – narrowly higher than any other in-game environment.
Gamer spend – Advertisers realise that video gaming is a huge market – 34% believe gamers’ average spend is between $100 and $500 billion. In fact, it’s estimated that gamers spent $165 billion in 2020 – more than half of that on mobile gaming.
Gaming audiences – Media buyers drastically underestimate the scale and diversity of gaming audiences, with a perception of the typical gamer most closely matching the profile of a male console gamer. A third believe there are between 100 and 500 million active daily gamers, while 27% think there are between 500 million and 1 billion. In reality, there are 3 billion across the world – 2.8 billion of whom play on mobile – with an even gender split.
Transatlantic differences – US brands seem to be more wary than their UK counterparts. 23% of US buyers aren’t spending on in-game advertising due to resistance from clients, compared to just 9% in the UK, while 52% of UK media buyer’s clients are asking for in-game activity in the next 12 months compared to 33% in the US.
Samuel Huber commented on the findings:
“With over three billion gamers generating hundreds of billion dollars in annual revenues, it’s impossible to ignore video gaming as the next key media channel. Indeed, it’s no surprise that Netflix sees Fortnite as a bigger competitor than other video on-demand platforms. But while media buyers are certainly aware of gaming’s potential as a media channel, it’s clear from the findings of this survey that they’re less certain about how to access it. Gaming is still a massive, intangible opportunity in the minds of many advertisers. Education is needed, therefore, to give them the knowledge and confidence they need to access it in a meaningful way with In-Play; and reap the rewards it represents.”
Gaming
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Asia
Mythpat, GamerFleet, Piyush Joshi Gaming: India’s popular Minecraft Players Gear Up for the Ultimate Battle in Creators Rumble
Get ready to dive into an electrifying, one-of-a-kind gaming spectacle as India’s most talented gamers face off in the much-anticipated Minecraft tournament titled Creators Rumble, an initiative by OP Gaming, a subsidiary of OpraahFx. This event is set to bring together India’s top Minecraft creators, who will challenge each other and display their mastery over the game in a thrilling competition spanning three rounds which includes Parkour, MLG and PvP.
This event marks the first time that India’s top Minecraft influencers and gaming creators unite in an official tournament format, bringing fans and players alike a whole new level of excitement.
Divided into six teams of four members, they will face off across action-packed Minecraft rounds designed to test every skill—from strategy and creativity to adaptability and teamwork.
Mythpat aka Mithilesh Patankar, one of India’s leading Youtuber and gaming influencers, shared his excitement saying, “Creators Rumble will be a chance to bring the Minecraft gaming community closer, strengthening bonds among creators and igniting excitement for both fans and gamers. India has a huge Minecraft fanbase, and this tournament will introduce even more gamers to the fun of Minecraft.”
The inaugural edition of Creators Rumble will tap into Minecraft’s worldwide popularity, which has grown steadily since its release. In October 2023, Mojang Studios, the game’s developer, revealed it has sold over 300 million copies, making Minecraft the best-selling video game in history. Players of all ages continue to be captivated by its open-ended gameplay and limitless creative potential, where they can build worlds and structures limited only by their imagination.
Anticipating the prospects Mansi Gupta, Chief Business Officer at OpraahFx, emphasized on the industry impact saying, “India’s gaming landscape is thriving, and we believe that the nation has the potential to emerge as one of the world’s biggest pools of gaming talent. The Creators Rumble is a platform for growth, not only for seasoned players but for the entire creator economy. We’re here to support these creators as they captivate audiences with their talents in Minecraft.”
The Creator’s Rumble will see iconic players Mythpat (Mithilesh Patankar) and Gamerfleet (Anshu Bisht) showcasing some exhilarating gaming experience joined by popular gaming creators, Piyush Joshi Gaming (younger brother of popular Indian YouTuber, Sourav Joshi), AndreoBee (Naveen Yadav), MC Addon (Dipanshu Prajapati), PSD1 (Prathamesh), Harshita (Harshita Shukla), ShadowShooter (Pankaj Kumar Sahoo), I.M.Kopi (Bibek Jung Kunwar), Proboiz (Paresh Solanki), Mr Lapis (Jitender Kumar), GameBeat (Nitin Tyagi), Risible Twins (Kartik and Kunal), Yug Playz (Yug Thakkar), Agnit Plays (Vinit Aggarwal), GamerJatin (Jatin Makhija), Spunky Insaan (Harshit Nema), Pahadi Gaming (Lokesh Karakoti), DevXD (Pankaj Dev), Ro9nie (Rohan Chhabra), Sidh4rth (Siddharth), CassalFx (Shrey Patel) and Dattrax Gaming (Harvest Dewangan).
With this monumental event, OP Gaming aims to further solidify India’s role in the global gaming landscape and showcase the extraordinary creativity and camaraderie of the Minecraft community.
The tournament is scheduled to take place on November 22 (Friday) and will be streamed live on the OP Gaming YouTube channel. Six teams – Team Redstone, Team Gold, Team Emeralds, Team Shulker, Team Amethyst, and Team Diamonds, will compete in a series of thrilling challenges, vying for the prestigious title and showcasing the finest Minecraft talent in India.
Gaming
THE BATTLE OF POLYTOPIA RELEASES NEW AQUARION SPECIAL SKIN IN LATEST UPDATE
Midjiwan, the award-winning independent studio behind The Battle of Polytopia has today released a new Aquarion Special Skin, additional language options and balance updates to the recently reworked Aquarion tribe. Players will dive deep into the Ritiki Marshlands encountering a lost Aquarion outpost with the new skin known as “The Forgotten”.
Long ago, when the Aquarion Empire vanished beneath the waves. One remote outpost in the swampy atolls lost all contact, leading its inhabitants to believe they were the last of their kind. This forgotten tribe evolved in isolation, adapting to the marshy landscapes with squid-like appendages and unique abilities to command the swamp and its creatures.
Using the unique abilities of “The Forgotten”, players can build on water, summon giant squids, create speed enhancing bubbles, ride crocodiles, tame toads, and traverse their marshy terrains with ease.
In addition, the latest update to the game now offers expanded language options: Hindi, Indonesian, Malay, Polish, Thai, Turkish & Vietnamese.
Christian Lövstedt, CEO of The Battle of Polytopia, commented: “I feel that this skin is one of the best we’ve created and has quickly become my personal favourite. Additionally, we have added Bubble Tech to the Aquarion Waterways, making that tribe even greater. With expanded language options and new gameplay mechanics, we’re inviting players to dive into the rich lore and strategy that make the Battle of Polytopia truly special.”
To celebrate the launch of the new update, Midjiwan hosted an exclusive livestream event, offering fans a unique look behind the scenes, live gameplay, and discussions with the development team – the livestream is available to watch now: The Forgotten livestrea m by Midjiwan.
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