The sector's growth is obviously an attraction for brands to get closer to the segment. According to a study carried out by Wunderman Thompson, advertising in games and eSports aims to move around US$ 10 billion globally by 2024.
According to data from a recent survey “Advertising in Games in the Brazilian Market”, carried out by IAB Brasil in partnership with Toluna, advertising in games has been well received by the public. In the survey, the result shows that 66% of respondents are not bothered partially or at all with ads being displayed, while 37.74% prefer not to see advertisements.
And contrary to the formats commonly used for the execution of advertisements, those made as a form of bonuses within the games conquered around 53.8% of the survey participants, being one of the most assertive formats.
For the COO of MField, Gabriel Lima, an agency specializing in projects with influencers and content for digital activations, there are several points that brands need to take into account to understand where and how to invest in the games market, especially for the return and adherence of the consumer are effective.
Gabriel points out that “ads cannot interrupt but rather entertain, in addition to being related to the game in some way and, above all, escaping from a blatant advertising format. It is necessary to participate in storytelling,” he highlights.
"Other formats have been generating more and more results for brands. Branded content is one of them, the gamer community spends most of its time in a virtual environment, and that's where brands should be, bringing their products and services directly into the games, and the way to participate is fundamental to gain the community's trust,” he adds.
As for Tati Oliva, managing partner of Cross Networking, it is necessary to create an environment that shows brands that it is possible to invest without suffering, since the return is positive. Cross Networking is the creator of Extra Life, a game show that brings together entertainment, games, celebrities and social causes.
“The gaming universe has a highly loyal audience. These people consume, so the brand has to communicate with this audience as a consumer and not just as gamers,” she points out. In the case of Extra Life, which reached its second edition this year, the game show had the partnership of brands such as SuperCoffee, BMW, Vivo, Fiever, Outback and Colgate Plax.
According to data from 123scommese.it, the games and eSports sector is expected to generate nearly US$146 billion in revenue worldwide in 2021. The number represents an increase of 40% in two years.
Source: B9
