When video games were first introduced in the early 1970s, brands like Atari quickly won over consumers. Now, with the immediate sellouts of the new Playstation 5 and Xbox Series X, along with the continuing popularity of the Nintendo Switch, Americans seem to be more interested in video games than ever. Of course, the nearly yearlong pandemic we’re in may have a little something to do with it, too.  

With all of this attention focused on video games, it’s surprising that video game marketing is still not as common as other digital marketing methods. For marketers who tap into this engaging world of video games, the results can be incredibly rewarding. We’ll give you a few reasons why below. 

An Ideal Audience 

Today, a staggering percentage of the world’s population plays video games on a regular basis. According to a study from Electronic Entertainment Research and Design, nearly 70 percent of Americans play some kind of video game every single day. In total, experts estimate that there are 2.5 billion gamers across the globe. Regardless of the chosen video game medium, all games have something in common – an audience who is paying close attention. For marketers, highly engaged video game players are exactly the kinds of consumers we want to reach. 

Video gamers are also more diverse than you might think. The “average gamer” these days is 34 years old, owns a home and has children. These players aren’t only the stereotypical young guys playing games in their parents’ basement. In fact, women represent more than 40 percent of all gamers, according to Entertainment Software Association. No matter who your specific target audience is, there’s a number of video games out there that appeal to them. 

Native Integration 

Traditional TV commercials and digital ads are typically seen as an interruption to the real content. Video games, on the other hand, often feature sponsorships that seamlessly integrate into the game itself. In a recent survey from Hubspot, 68 percent of respondents noted that they didn’t mind seeing ads in their game, as long as they weren’t annoying. When in-game ads make sense within the context of the game, viewers won’t see it as a disruption. Instead, it seems like a natural extension of their gaming world. 

Many brands have been able to successfully present their ads as natural extensions of popular video games. For example, in the popular NBA 2K games, the basketball players all wear branded Nike jerseys. Last year, Nike also designed ten new sneakers exclusively for the video game, which players could purchase by linking their Nike and NBA 2K accounts. The cross-platform game Fortnite has also partnered with countless companies who have offered branded “skins,” or outfits, which their players can purchase. Last year, Fortnite earned $2.4 billion in revenue, much of which came from skins purchases. 

Willingness to Engage 

If marketers provide the right content, gamers are quite willing to interact with advertisements. 70 percent of mobile gamers have tapped on an ad in a mobile phone game before, according to Hubspot. On some occasions, games will offer players a reward in return for watching a short ad. In those cases, 62 percent of people will “always or sometimes” choose to watch the ad. 

Gamers also spend an extended amount of time playing, which means they may be exposed to your brand messages for a long period of time. Mobile gamers play an average of 13 minutes per session, while other smartphone apps average just over 4 minutes per session, according to research from GameAnalytics. Someone who spent ten minutes playing their favorite game and repeatedly looking at your logo will be quite likely to recognize your brand in the future. That kind of prolonged engagement is more appealing than a half-second impression from someone clicking through ads in their Instagram Stories.  

An Expanding Market 

Despite these advantages, video game advertising is still not yet as robust as TV and other digital advertising options. Still, as the video game market continues to expand, the marketing opportunities and ROI are likely to as well. Experts estimate global video game revenue will increase by 9.3 percent over last year. Mobile gaming in particular is expected to grow 13 percent in revenue year-over-year.  

Brands who jump on video game advertising now have an opportunity to reach a growing, engaged audience while facing less competition than other channels. Even if your company doesn’t have a big-name budget to spend on major game sponsorships, there are still endless opportunities for smaller businesses, particularly in the mobile game market. If you’re interested in video game marketing and aren’t sure how to get started, consider contacting an agency like ours for a consult.