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Game on: The rise of in-game advertising

10th Game on Content

Gone are the days when advertising was limited to banners on websites or adverts during TV breaks. With the surge in popularity of video games across all demographics, advertisers have found a goldmine in the virtual realms of gaming. The integration of in-game ads and partnerships has revolutionised the gaming landscape, attracting a fresh wave of consumers who may have previously overlooked the industry. From product placements to interactive ad experiences, the possibilities are endless.

What do the stats say?

The gaming landscape isn't just a playground for kids – in fact, the average gamer in 2023 was 32 years old, proving that gaming is a pastime enjoyed by people of all ages. What's even more fascinating is the near 50-50 split between male and female gamers, smashing stereotypes and revealing a diverse audience waiting to be engaged. But it's not just about demographics; it's about understanding why people play. For instance, LGBT+ gamers are 44% more likely to turn to gaming as a means of escape. These insights open up exciting avenues for brands looking to tap into in-game advertising. And it’s not all console and PC gamers either – a whopping 64% of gamers prefer playing on their mobile devices.

From players to employees

Now, you might be wondering, "What does in-game advertising have to do with employer branding?" Well, just as in-game ads immerse players in a virtual world, employer branding aims to immerse potential candidates in the unique culture and values of a company. In both cases, the goal is to create meaningful connections that resonate on a deeper level.

Imagine incorporating elements of your employer brand into the gaming experience. Your company's logo may appear on virtual billboards within a game set in a futuristic corporate landscape. Players may encounter characters who embody your company's core values, subtly reinforcing your employer brand message.

By leveraging in-game advertising as a tool for employer branding, companies can reach a new, untapped audience segment. It's a strategic approach that enhances brand visibility and attracts top talent who align with your company's mission and culture.

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