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ADVERTISERS AWARE OF VIDEO GAMING AS A MEDIA CHANNEL – BUT UNSURE HOW TO UNLOCK IT

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Gameloft partners with Admix to bring In-Play to flagship mobile IP
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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.”

Asia

KGeN launches India’s first VALORANT virtual training academy ‘LIFT//OFF’

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KGeN, a community led gaming platform and Riot Games have partnered for the launch of LIFT//OFF, a community-led & data-driven online training academy to forge the next set of professional VALORANT athletes. This program will allow everyday gamers to make a mark, whether it is through their in-game achievements or showing off their skills at a global stage. 

The program sets a new standard as a community-driven program by strategically selecting gaming content creators as ‘creators’ and seasoned competitive gamers as ‘trainers’, from the VALORANT community to lead this training academy. They will select 20 creators from a pool of applicants, these creators will then form their own teams from within their communities. Each creator will either select 5 players for their team or play alongside 4 players, forming a total of 60 to 80 players. Additionally, 20 trainers will be selected, with each assigned to one of the 20 creator-led teams.

A gamer’s in-game VALORANT performance, including stats like hours played, win rates, successful kills, headshot percentage, and KDR, combined with their social standing in the community, such as tournament wins, content creation skills, and positive feedback, will be the foundation for selecting the first group of Trainers, Creators, and esports recruits for LIFT//OFF.

LIFT//OFF will offer all participants a first of its kind opportunity to connect with the global esports community. Top-performing teams will have the chance to showcase their skills in official VALORANT tournaments. Additionally, creators and trainers will receive official VALORANT merchandise, highlighting their involvement in shaping this program and contributing to the growth of the esports community in India. The program will include a mentor cohort which will captivate and engage a diverse audience.

The program aims to not only elevate the skills of esports recruits but also cultivate the next generation of esports idols. The program’s teachings extend beyond in-game strategies to encompass the broader aspects of life as an esports professional. By mentoring participants in every facet of the player’s social persona, KGeN seeks to use data to build the reputation and “gamer cred” of everyone involved, ensuring they are well-rounded individuals ready for the spotlight. Data-driven insights will be used to tailor tutorials and challenges, helping each participant address specific areas where they need help.

LIFT//OFF Roadmap

  1. Launch (Sep 18) – Applications for Creators, Trainers & Recruits go live.

  2. Last Date to Apply (Oct 10) – Last date for Creators, Trainers & Recruits to apply.

  3. Weekly & Daily Challenges Leaderboard (Nov 4 – 26) – In this period, players can take part in-game challenges to test their learning and also win rewards from the leaderboard.

  4. Finale (Nov 30 – Dec 3) – LIFT//OFF will feature a final tournament, to assess the learnings of the Recruits and the teaching effectiveness of Trainers.

How To Apply?

To join the LIFT//OFF program, select the role that best suits you and fill out the required details in the application form. A KGeN representative will reach out to you shortly to guide you through the next steps.

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Gaming

Evoplay rolls out successful third-person shooter title Star Guardians to wider operator network

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Evoplay rolls out successful third-person shooter title Star Guardians to wider operator network
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Evoplay, the award-winning game development studio, has expanded the availability of its groundbreaking skill-based title, Star Guardians to all its partners following a successful exclusive release.

Star Guardians blends the mechanics of slot games with the immersive action of third-person shooters. Players can choose from a range of unique characters, each equipped with their own special boosters and abilities, adding layers of strategy and customisation.

The game can be experienced in automatic or manual mode, where movement and shooting are controlled by the player, enhancing the skill-based element of the title.

Released as Evoplay’s flagship title in 2021, Star Guardians was originally released on an exclusive basis for operators. Due to its exceptional performance and popularity, the game is now being rolled out to the studio’s wider partner network.

Evoplay has continued to hone in on skill-based gaming experiences, including its most recent flagship title, the 3D racing game Adrenaline Rush which is currently available as an exclusive to its partners.

Ivan Kravchuk, CEO at Evoplay, said: “By merging role playing game elements with gambling, Star Guardians delivers an innovative and unique gaming experience for players.

“As a first-of-its-kind title, Star Guardians has consistently grown in popularity since its debut. With Gen-Z and millennial audiences playing an increasingly significant role in shaping the industry, we expect this wider release to drive even greater success.”

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Gaming

BGaming introduces first bird’s eye view crash game Top Eagle

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BGaming introduces first bird's eye view crash game Top Eagle
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Popular iGaming content provider BGaming has released its new take on the popular crash game genre with Top Eagle. The title has five unlockable plane skins on top of the default one, motivating personal milestones, a flight history bar and an altitude meter which registers multiplier levels.

Brave players must take off and then open their parachute ahead of the plane’s unfortunate crash. After landing safely and winning the prize, their bets will be multiplied. The altimeter at the bottom right of the screen registers the distance the aircraft covers and reflects the possible winning multiplier. Players who cash out after x2, x5, x10, x50 or x100 unlock additional skins for their plane, with one skin per milestone available.

Further tailored milestones await in Top Eagle, with a special Best Drop icon on the top right of the game field. This displays the highest multiplier value scored throughout the gaming session, while the Leading badge is earned once the plane successfully surpasses the player’s previous longest attempt.

During each round, the bar at the top of the main game records the biggest multiplier reached before crashing. If the player successfully cashes out, the multiplier shows as white, while a non-winning round remains pale grey.

As in other BGaming crash games, Top Eagle’s autoplay mode allows players to preset the number of flights they wish to take, while the automatic cashout gives them the chance to set a multiplier value at which the game will cash out.

Players may also switch between two energetic soundtracks, “Attack” or “Recon”, to dictate the atmosphere of the game, while changing the skin of their plane as they make progress through the game.

Mikalai Dzeneladze, Chief Casual Game Producer at BGaming, said: “Crash games have quickly become a staple in our portfolio, with their appeal stretching across many regulated markets, including LatAm. With its unique top-down view which offers diversity of the background and the illusion of flight, players will remain engaged for longer.

“This game is not to be missed by both long-term crash game fans looking for a new experience, and new players trying the genre for the first time.”

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