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Hershey Says “Game On!” As Intrinsic In-Game Ad Campaign Doubles Industry Standard for Mobile Ad Recall and Boosts Brand Likeness
GumGum, a contextual-first, global digital advertising platform, with Frameplay, the global leader in enabling intrinsic in-game advertising, announced their partnership in June of this year to provide brands and agencies with scalable, creative advertising units that are privacy-forward, contextually relevant, brand safe, and non-disruptive. Today, the two platforms announced the successful results of their intrinsic in-game advertising campaign for Hershey’s OH HENRY! candy bar.
Hershey is an early adopter of the critical in-game environment to reach audiences and consumers across mobile with non-intrusive ads that blend seamlessly into a gamer’s experience. Together with GumGum, Frameplay served OH HENRY! ad creative within premium sports, simulation, racing, and casual games by targeting audiences over 18 in a six-week campaign and exceeded original goals set by Hershey. Hershey saw success across major categories like fit as a game sponsor (13.3 points), likeness of the brand’s sponsorship of games (+18 points) and mobile ad recall (+15.9 points) – twice as high as the industry average and standard.
“There are at least 2.5 billion gamers who are immersed in virtual worlds where no ads are present and at Hershey, we wanted to find a way to reach these consumers without disrupting the gaming experience,” said Susanne Hartkorn, Associate Marketing Manager, OH HENRY! at The Hershey Company. “By partnering with GumGum and Frameplay, we were able to test out intrinsic in-game advertising and found that the key to success is optimising the creative and making the ad as immersive as possible. This campaign unlocked a whole new segment of customers and based on the results, we see intrinsic in-game advertising as an important strategy to meet new audiences where they are as we enter 2023.”
GumGum and Frameplay utilised Comscore to measure overall campaign performance through a brand lift study. The results of the study not only show the efficacy of intrinsic in-game advertising from a brand awareness perspective, but also proved that ads that contextually align with their environments have a positive impact on the gamer, which results in an increase in purchase intent. This also further proves that aligning ads with the environment and meeting people when they are in the right frame of mind is key to garnering attention today and in the future.
Other notable results from the campaign include:
- 21,870,161 delivered impressions
- 6.9 point lift in “likely to purchase OH HENRY!”
- “Satisfies My Hunger” saw a 7.6 point lift after a user viewed a GumGum ad
- “Provides a Boost of Energy” saw an 8.4 point lift as users directly correlated OH HENRY! with high energy
“In-game advertising is here and it’s here to stay, offering brands the opportunity to reach gamers during the 3 billion hours of gaming played across the world,” said GumGum CEO Phil Schraeder. “Our goal with Frameplay was to help Hershey start to understand how to deliver immersive and contextually relevant advertising that optimises creative in a non-disruptive way and the results prove what we’ve been saying for years. Context and creative must be an integral part to advertising strategies that will result in increased attention, boost brand favorability and ultimately change how people view digital advertising all together.”
“The gaming audience is larger than all of the top streaming sites combined, which underscores how critical in-game advertising is for brands. It’s clear that by combining Frameplay’s platform of engaged audiences with GumGum’s high-impact ad products, advertisers can be extremely successful in reaching consumers within cinematic and interactive video games,” said Jonathon Troughton, Chief Executive Officer at Frameplay. “The early success of this campaign is crucial because it shows how intrinsic in-game advertising paves the way for both time and attention without distracting the player from the environment itself.”
Both GumGum and Frameplay will continue to pilot intrinsic in-game advertising with brands to understand the power and impact of gaming on digital advertising throughout the rest of 2022 and will be publishing more insights and results in upcoming months. GumGum will be making contextually relevant, intrinsic in-game ad units widely available for brands and agencies globally in the first half of 2023.
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Springbok Casino’s Wild November Feature ‘Backyard Gangsters’ Offers 25 Free Spins on new Clue Chronicles: Mirror Mansion slot
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Springbok Casino’s November feature article introduces the “Backyard Gangsters” a playful look at the diverse animals that inhabit our gardens, highlighting their unique roles in maintaining ecological balance.
“Our backyards are teeming with life, and it’s fascinating to see how these cheeky animals each play a vital role in the ecosystem. From flashy sunbirds to silent assassin geckos, these creatures are portrayed as the true rulers of our garden turf, each contributing to the garden’s dynamic.” — Daniel Van Wyke, Springbok Casino Manager.
To celebrate these gang of wild characters, the leading South African online casino is offering all depositing players 25 free spins on the new RTG slot, Clue Chronicles: Mirror Mansion, until November 30th.
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Play’n GO, the world’s leading casino entertainment provider, is today celebrating a five-award sweep in the coveted 5 Star Media Awards of 2024.
The legendary games studio nabbed a second consecutive Slot Supplier of the Year award, as well as being named the RNG Casino Supplier of the Year. The company also secured three of 5 Star Media’s “Top 20” Awards for co-founder and CMO Ebba Arnred, Director of Business Development Stuart Trigwell, and Head of Brand and Communication, Andrew Pink.
Play’n GO has enjoyed a landmark 2024, breaking new ground by entering the South African market, as well as expanding its US presence into what is now five states.
Ebba Arnred, Co-Founder and Chief Marketing Officer at Play’n GO, commented “We’re always very pleased to have our work recognised at the various awards throughout the year, but to win five in one fell swoop is almost unprecedented. It’s very special to be awarded Slot Supplier of the Year for a second year in a row, and RNG Casino Supplier of the Year is another well-received feather in our cap. We would like to thank 5 Star Media and the entire judging panel, as well as our entire team here at Play’n GO, without whom these award wins simply wouldn’t happen. On a personal level, I’d also like to express gratitude for the individual recognition of a 5 Star “Top 20” Award.”
Stuart Trigwell, Director of Business Development at Play’n GO, added “I’d like to express a sincere thank you to 5 Star Media for being recognised in their “Top 20” Awards. We do our work not for individual accolades but for the success of the entire business, so it’s great to see Play’n GO so well represented across the board.”
Andrew Pink, Head of Brand and Communication at Play’n GO, said “Play’n GO’s driving ambition is to be the best entertainment supplier there is. Aside from producing some of the most played games and best loved characters in the world, that ambition is often realised by things largely unseen by those outside the company. It’s extremely gratifying for everyone at Play’n GO to be recognised as Slot Supplier of the Year. Next year may just be our biggest and best yet.”
Mind Sports South Africa (MSSA), founded in 1984, is the national federation for Board games, Card games, Esports, and Wargames.
MSSA promotes all the different disciplines equally, although each school may pick-and-choose which discipline it wishes to promote at its school. Some schools will promote the whole gambit, while others will concentrate on only one discipline, and/or even just concentrate on one specific title.
The choice is ultimately up to the school.
MSSA has sent teams with full Protea Colours to international events since 1991 for wargames, 1996 for Morabaraba, 1997 for Checkers, and 2005 for Esports. Many members of the national teams have been scholars, and all have benefited from their involvement in the national Protea Team.
There is still the option open for a school to start a full-blown sub-club on its premises, but bearing in mind the tight regulatory conditions under which accredited schools have to operate in the Republic, the MSSA no longer deems it necessary for a school to start a sub-club.
As long as the school club has the approval of the school, and has an Educator-in-Charge, a school may affiliate by merely completing the Application for Affiliation Form and submitting such to MSSA.
Advantages of having a MSSA affiliated club: There are many advantages of having a MSSA affiliated club, such as:
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Being part of a community where your club has a real say in how things are done
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Being able to apply for National Lottery Funding – MSSA member clubs can apply for up to R800,000.00 in funding
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Being able to get assistance from your local government
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Experience increased media exposure of your events and your gamers
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Become part of the international community through the MSSA Registered players are able to become internationally recognised umpires, etc.
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Enable your gamers to take part in MSSA events, which may qualify them for Regional, Provincial, and National colours, overseas trips, and even sports bursaries at university.
- Private clubs: one vote per every five registered players, and
- School clubs: one vote per every ten registered players.
MSSA’s General Regulations
The General Regulations comprises of decisions made by both Council and Executive Committee Meetings. The General Regulations deals with how sub-committees operate as well as to how teams are selected and development funding is distributed. Please refer to Schedule 10.12 in regard to the rights of clubs in hosting events.
MSSA’s Discipline Specific Regulations
The Discipline Specific Regulations deal with rules concerning the different disciplines. The Disciplines that the MSSA caters for are; Board Gaming, Card gaming, Esports, and Figure Gaming.
When a club applies for membership, the applicant club must complete such form and return the same to the MSSA.Fee note for 2025
The fee note details the Affiliation Fees and Registration fees that are payable.
Player Registration Form
The Player Registration Form needs to be completed by every player that is a member of a club and intends to participate in MSSA affairs.
MSSA’s Letter of Undertaking
The Letter of Undertaking is for all registered players who sit on any MSSA committee.
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