This article was based on the interview with Shahar Sorek of Overwolf by Greg Kihlström, AI & Marketing keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Marketers and advertisers are constantly looking for innovative ways to engage with their target audiences. Traditional advertising methods are facing challenges such as ad blockers and cookie deprecation, making it increasingly difficult to reach consumers effectively. In response to this, in-play advertising has emerged as a new and unique way to engage with audiences, particularly in the gaming world.
In-play advertising, as described by Shahar Sorek, CMO at Overwolf, integrates ads seamlessly into the gameplay experience. This means that ads are displayed within the game environment itself, rather than as interruptions or distractions. For example, in a game like Minecraft or Fortnite, ads may appear as billboards or banners within the virtual world, blending in with the overall gaming experience.
One of the key advantages of in-play advertising is that it is less intrusive than traditional advertising methods. Instead of interrupting the gameplay with pop-up ads or video commercials, in-play ads are integrated organically into the game environment. This makes them more engaging and less likely to be ignored or blocked by users.
Furthermore, in-play advertising offers a more immersive and interactive experience for gamers. By incorporating ads into the gameplay itself, brands have the opportunity to connect with players in a more meaningful and memorable way. This can lead to increased brand awareness, engagement, and ultimately, conversions.
In-play advertising also benefits advertisers by providing a direct line of communication with a highly engaged and targeted audience. Gamers are known for their passion and dedication to their favorite games, making them a valuable demographic for brands to reach. By leveraging in-play advertising, advertisers can tap into this audience and deliver relevant and personalized messages that resonate with gamers.
Overall, in-play advertising represents a shift in how brands engage with consumers in the digital age. By seamlessly integrating ads into the gaming experience, marketers have the opportunity to connect with audiences in a non-intrusive and engaging way. As the gaming industry continues to grow and evolve, in-play advertising offers a unique and effective strategy for brands to reach and connect with gamers on a deeper level.
