Advertising in the video game market continues to grow. The formats are varied, but not all are created equal; especially from the player’s point of view. According to a survey by Frameplay, native ads are much more interesting in terms of user experience. As you might expect, they are best welcomed when they are part of the game environment; as opposed to interstitial or audio ads that distract or even disturb players.
The gaming market today represents 196.8 billion dollars and is growing by more than 2% from one year to the next. The audience is estimated at 3.2 billion players and it is therefore important to take care of this small world by paying attention to the content.
When we think of video games, we imagine either a console or a PC, but yet gamers are first and foremost present on mobile. Regulars say they play at 43.2% on a smartphone, then at 31.1% on a console and finally at 24.8% on a computer. However, 45% of gamers say that the ads they see most often are interstitial ads.
The game is therefore interrupted for a few seconds to view promotional or commercial content. 54% of respondents also report being really distracted by them, compared to 23.9% for product placements. Better integrated into the game, these generate more conversions. Audio ads are even less popular. They come to interrupt the discussions on certain games, or quite simply to cut the music which the players listen to.
Faced with these figures and these analyses, the ball is now in the court of advertisers and developers in order to optimize both the gaming experience and the performance of their advertisements.