{"id":33356,"date":"2023-03-10T16:00:00","date_gmt":"2023-03-10T16:00:00","guid":{"rendered":"https:\/\/bostonchamber.com\/?post_type=thought-leadership&#038;p=33356"},"modified":"2023-04-07T20:17:41","modified_gmt":"2023-04-07T20:17:41","slug":"where-marketers-fit-into-gaming","status":"publish","type":"thought-leadership","link":"https:\/\/bostonchamber.com\/thought-leadership\/where-marketers-fit-into-gaming\/","title":{"rendered":"From Mobile to the Metaverse: Where Marketers Fit into Gaming"},"content":{"rendered":"<style> .banner:before {\r\n        background: linear-gradient(0deg,rgba(0,0,0,0.5),rgba(0,0,0,0.5)) !important;\r\n    }<\/style><div id=\"ra_id_1678480478\" class=\"banner  standard lazyload\" style=\"background-image:inherit\" data-bg-image=\"url(https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/bima-gaming-blog-hero-final.png)\">\r\n        <div class=\"container  banner-container text-Center\">\r\n            <div class=\"row center-items\">\r\n                                \r\n                <div class=\"col-lg-10 \"  >\r\n                                            <!-- <p class=\"label special-label\" tabindex=\"0\"><\/p> -->\r\n                    \r\n                    <h1 class=\"underline-text white  required\" tabindex=\"0\">\r\n                        From Mobile to the Metaverse: Where Marketers Fit into Gaming                    <\/h1>\r\n                                            <div class=\"xyz\" tabindex=\"0\"><p><\/p><\/div>\r\n                        <div class=\"banner_event\">\r\n                                                                    <span  class=\"author-text\" tabindex=\"0\">Greater Boston Chamber of Commerce<\/span>\r\n                                                            <\/div>\r\n                    <div class=\"banner-btn-wrapper\">\r\n                                                                                <\/div>\r\n                        <!-- <a href=\"#\">Link<\/a>\r\n                        <a class=\"arrow-link\" href=\"#\">Link<\/a>\r\n                        <a class=\"external-link\" href=\"#\">External Link<\/a>\r\n                        <a class=\"more-link\" href=\"#\">More<\/a> -->\r\n                    <\/div>\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<script type=\"text\/javascript\">\r\njQuery(document).ready(function($){\r\n    setTimeout(function () {\r\n        console.log('here');\r\n\t\t$('#_youtube-iframe-wrapper').show();\r\n\t}, 2000);\r\n});\r\n<\/script>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <p>66% of all Americans are involved in gaming. Globally, there are 3 billion gaming users. These figures have gained the attention of brand marketers. Brands are looking to see how they fit into the gaming space, and how advertising in gaming may fit into their marketing mix.<\/p>\n<p>While there are some misconceptions about what \u201cgaming\u201d is, and many tiers to gaming, Harry Wilkins, Senior Manager, Gaming at The Trade Desk was one of the panelists at our recent BIMA event, \u201c<a href=\"https:\/\/bostonchamber.com\/events\/bima-gamings-present-future\/\">Gaming\u2019s Present &amp; Future: Creativity, Attention, &amp; Social Connection,<\/a>\u201d and he noted that while some gamers prefer console or mobile gaming, at the core, gaming is sharing a social experience, not unlike social media or other forums. Rutvik Kadkol, Media Supervisor at Mediahub Worldwide, added, \u201cat the end of the day we are all gamers. In some way or fashion, you are a gamer. If you have ever played Candy Crush, you are a gamer. If you have ever played Angry Birds, you are a gamer.\u201d<\/p>\n<p>Adam Kasper, EVP, Managing Director at iProspect, was another one of the panelists. He shed some light on the opportunity presented by advertising in-game, \u201cthere\u2019s not a single media channel out there that is as big in scale that has relatively little adoption from the advertisers.\u201d This echoes what Ad Age reports: \u201cIn an increasingly fragmented media landscape, gaming is a largely untapped attention oasis.\u201d<\/p>\n<p>For brands wondering how they might take the next step to in-game advertising as a new avenue to keep customers engaged, read on for the key takeaways from the panel, which was moderated by Meredith Worrilow Barrett, Senior Director, Global Head of Business Marketing at <a href=\"https:\/\/www.activisionblizzard.com\/\">Activision Blizzard Media<\/a>.<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"900\" height=\"437\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/3.png\" alt=\"\" class=\"wp-image-33362 lazyload\" data-srcset=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/3.png 900w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/3-300x146.png 300w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/3-150x73.png 150w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/3-768x373.png 768w\" data-sizes=\"(max-width: 900px) 100vw, 900px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 900px; --smush-placeholder-aspect-ratio: 900\/437;\" \/><\/figure>\n<\/div>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <h4><strong>The Attention Factor in Gaming &amp; Intrinsic Ads<\/strong><\/h4>\n<p>Gamers are very engaged in what they are doing when they are in the game. Rutvik shared that \u201ccompared to ads on TV, your 100% attention in gaming is there\u2014they are forced not only to get the ad, but to interact with it.\u201d Brands can create custom assets within games and create \u201cgames within games\u201d (mini ad units in games). There is, as Rutvik says, \u201can entire spectrum from which you can immerse the brand into games.\u201d<\/p>\n<p>One huge opportunity in the console space right now (think Call of Duty, Fortnight) is in-game transactions and in eSports are advertisers being the \u201cbrought to you by\u201d brand. Gamers also value exchanges of content and added experiences. Harry gave a good example of this: \u201cthere\u2019s a lot of opportunity for brands to get creative with the format, to provide a new level, extra life, etc.\u201d and recently, intrinsic ads allow ad space within the game format itself for display ads. This<\/p>\n<p>could mean the game is in a city or a football stadium, and there\u2019s a billboard with an ad from an actual advertiser. Harry added that he\u2019d \u201clove to see brands lean in more to it.\u201d<\/p>\n<p>A great example of this type of advertising that the panel shared is a telco company promoting high-speed internet who partnered with Twitch to advertise to gamers directly in the game itself. For brands fighting for attention across so many screens, Harry noted that games can have a short life cycle, so brands should \u201cmake sure they have a call to action to make the best use of being in the mobile space.\u201d<\/p>\n<h4><strong>An Inherently Social Platform<\/strong><\/h4>\n<p>There is a misconception about gamers that, as Adam said, causes the need for \u201ceducation and showing marketers the many avenues into it.\u201d The truth is that while a lot of gaming is done on mobile devices, \u201cgaming is social by nature,\u201d but varies greatly by the gaming type. Console gaming and handheld gaming are two very different things. With console gaming, gamers have the opportunity to share and be competitive, whereas handheld gaming can be more 1:1. Additionally, social sharing happens in and outside the gaming environment.<\/p>\n<p>Rutvik added that we should \u201cthink about how social media works, it\u2019s an online community of people, think of gaming in the same way. Gaming can fit into having virtual connections with people and as marketers you can connect into this space and interact with people in the same way you would on Facebook.\u201d Fortnight is a great example of this\u2014it\u2019s a Metaverse where gamers can have hangout sessions, in addition to the straight aspects of playing the game.<\/p>\n<p>Adam summed it up nicely when he encouraged advertisers to \u201cgo in with an open mind, don\u2019t let perceptions of what you think gamers are guide your strategy. Do it based on research and what your audience does.\u201d<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"900\" height=\"437\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/4.png\" alt=\"\" class=\"wp-image-33363 lazyload\" data-srcset=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/4.png 900w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/4-300x146.png 300w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/4-150x73.png 150w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/4-768x373.png 768w\" data-sizes=\"(max-width: 900px) 100vw, 900px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 900px; --smush-placeholder-aspect-ratio: 900\/437;\" \/><\/figure>\n<\/div>\n\n<style>\r\n    .cta-btn-wrapper{margin-bottom:2rem;margin-top:-10px;}\r\n<\/style>\r\n<section class=\"wysiwyg_block\">\r\n    <div class=\"container\">\r\n        <div class=\"row\">\r\n            <div class=\"col-lg-8\">\r\n            \r\n            <h4><strong>Measurement and Making the Most of Gaming Investments<\/strong><\/h4>\n<p>For advertisers to understand the landscape of gaming, they need to spend time and education on gaming. As Adam said, \u201cthe advertiser doesn&#8217;t need to buy into the concept of gaming, per se, but a lot of it is creating a customized approach and thinking about the consumer and how they are going to be receiving the advertising.\u201d Some of this involves thinking about the gaming type itself. There are huge differences in console versus handheld gaming for example, and Adam noted, \u201cas an industry there needs to be more separation to tap into its potential.\u201d Harry emphasized the importance of understanding what games your target audience plays.<\/p>\n<p>While measurement in gaming can be tricky, Harry suggested that marketers ask themselves: \u201cif I include gaming in my media plan, am I adding more conversions? Is my time to conversion increasing?\u201d Additionally, Adam described the lack of comparison points in gaming as something that also makes measurement in this space challenging, noting that you can\u2019t fully compare apples to apples within gaming as you would in streaming or display. So it\u2019s important to \u201cget an understanding of what metrics it will deliver.\u201d<\/p>\n<p>While there are apps that enable you to measure your ad performance in gaming, looking at the metrics themselves compared with other channels, such as what is counted as a \u201cview\u201d (in gaming it is 10 seconds, versus 2 in display, a huge difference) and the ability to prove value are extremely important. As Adam shared, \u201cThis is especially challenging as advertisers measure rear-view research and it takes a long time to get to a place to prove value.\u201d<\/p>\n<h4><strong>In-Game Advertising &amp; Reputational Risks<\/strong><\/h4>\n<p>Similarly to how brands were concerned when YouTube advertising stated that some ads might be associated with a political video or something advertisers may not want to align their brand with, some brands have the same fear with gaming. As Adam shared, \u201cthey feel like they are risking their brand\u2019s safety going into gaming. While gaming has scale and attention, what gaming has not proven yet is that it\u2019s a place where brands can build their reputation. The building blocks are there, it&#8217;s a matter of perception.\u201d<\/p>\n<p>What can brands do? One option is to add a partner (brand safety monitoring service) to make sure they are managing brand perception on this newer channel.<\/p>\n<h4>Can\u2019t Cut and Paste: Advertisers Need a Gaming-First Strategy<\/h4>\n<p>This message from the group was loud and clear: creative and the strategy for in-game advertising are nothing like typical social and video work. As Adam said, \u201cthe message to the consumer has to reflect the space. Build messaging that will resonate and respect the gamer and think about what you are trying to get the consumer to do.\u201d<\/p>\n<p>Harry cautioned against repurposing things from other channels, and noted the importance of seeing the end-product that is being used, in the gaming environment itself, before the ad goes live.<\/p>\n<p>Gaming provides a channel of engaged consumers and a platform to create unique, compelling, and more subtle advertising engagements. But given that the gaming space for many marketers gaming is new to their media mixes, there is still work to be done on creating strategies for creative asset development and measurement for this channel.<\/p>\n  \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"900\" height=\"437\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/bima-gaming-in-body-blog-image.png\" alt=\"Image of BIMA gaming event \" class=\"wp-image-33361 lazyload\" data-srcset=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/bima-gaming-in-body-blog-image.png 900w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/bima-gaming-in-body-blog-image-300x146.png 300w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/bima-gaming-in-body-blog-image-150x73.png 150w, https:\/\/bostonchamber.com\/wp-content\/uploads\/2023\/03\/bima-gaming-in-body-blog-image-768x373.png 768w\" data-sizes=\"(max-width: 900px) 100vw, 900px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 900px; --smush-placeholder-aspect-ratio: 900\/437;\" \/><\/figure>\n<\/div>\n\n\r\n<div class=\"people-spotlight three-up\" id=\"ra_id_1678481715\">\r\n    <div class=\"container\">\r\n        <div class=\"three-up-heading-wrap\">\r\n        <h4 tabindex=\"0\">You May Also Be Interested In       \r\n        <\/h4> \r\n                <\/div>\r\n        <div class=\"row three-up-slider\">\r\n            <div class=\"col-lg-4 item\"><div class=\"content-wrapper\"><a href=\"https:\/\/bostonchamber.com\/event\/calendar\/?1&#038;_network=bima\"><h5 tabindex=\"0\" class=\"cat\">BIMA<\/h5><\/a><div tabindex=\"0\" class=\"people-img avtar ratio ratio-16x9\"><img decoding=\"async\" tabindex=\"0\" class=\"avtar lazyload\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/09\/new-Website-3-up-Event-Image-Template-650-\u00d7-400-px-24.png\" alt=\"BIMA Gaming\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 650px; --smush-placeholder-aspect-ratio: 650\/400;\" \/><\/div><h3 tabindex=\"0\"><span class=\"hightlight\">BIMA: Gaming\u2019s Present &amp; Future: Creativity, Attention, and Social Connection<\/span><\/h3><p class=\"special-label\"><span>Mar 28, 2023<\/span><span><span>5:30pm<\/span> &#8211; <span>7:30pm<\/span><\/span><span>Mediahub<\/span><\/p><div class = \"desc\">This event explored why in-game advertising is becoming the next big advertising channel and how companies can tap into the gaming ad space.<\/div><div class=\"link-wrapper\"><a tabindex=\"0\" href=\"https:\/\/bostonchamber.com\/events\/bima-gamings-present-future\/\" class = \"stretched-link\">Watch Now <\/a><img decoding=\"async\" tabindex=\"0\" alt=\"arrow-go\"\r\n                                data-src=\"https:\/\/bostonchamber.com\/wp-content\/themes\/bostonchamber\/assets\/images\/linkedinarrow.svg\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><\/div><\/div><\/div><div class=\"col-lg-4 item\"><div class=\"content-wrapper\"><a href=\"https:\/\/bostonchamber.com\/news-insights\/?_news_insight=thought-leadership\"><h5 tabindex=\"0\" class=\"cat\">Thought Leadership<\/h5><\/a><div tabindex=\"0\" class=\"people-img avtar ratio ratio-16x9\"><img decoding=\"async\" tabindex=\"0\" class=\"avtar lazyload\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/11\/52483989796_23b1dc0b42_c.jpg\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 799px; --smush-placeholder-aspect-ratio: 799\/533;\" \/><\/div><h3 tabindex=\"0\"><span class=\"hightlight\">Marketers from John Hancock, Puma &amp; Zipcar Reflect on 2022 &amp; What&#8217;s Next<\/span><\/h3><p class=\"special-label\"><\/p><div class = \"desc\">Marketing Leaders from John Hancock, Puma, &amp;; Zipcar Reflect on 2022 Wins &amp;; Losses and Look Ahead to 2023.<\/div><div class=\"link-wrapper\"><a tabindex=\"0\" href=\"https:\/\/bostonchamber.com\/thought-leadership\/marketers-from-john-hancock-puma-zipcar-reflect-on-2022\/\" class = \"stretched-link\">Read the recap<\/a><img decoding=\"async\" tabindex=\"0\" alt=\"arrow-go\"\r\n                                data-src=\"https:\/\/bostonchamber.com\/wp-content\/themes\/bostonchamber\/assets\/images\/linkedinarrow.svg\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><\/div><\/div><\/div><div class=\"col-lg-4 item\"><div class=\"content-wrapper\"><a href=\"https:\/\/bostonchamber.com\/event\/calendar\/?1&#038;_topic_filter=fierce-urgency-of-now-festival\"><h5 tabindex=\"0\" class=\"cat\">Fierce Urgency of Now Festival<\/h5><\/a><div tabindex=\"0\" class=\"people-img avtar ratio ratio-16x9\"><img decoding=\"async\" tabindex=\"0\" class=\"avtar lazyload\" data-src=\"https:\/\/bostonchamber.com\/wp-content\/uploads\/2022\/03\/new-Website-3-up-Event-Image-Template-650-\u00d7-400-px-2.png\" alt=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 650px; --smush-placeholder-aspect-ratio: 650\/400;\" \/><\/div><h3 tabindex=\"0\"><span class=\"hightlight\">2023 Fierce Urgency of Now Festival<\/span><\/h3><p class=\"special-label\"><span class=\"multi-date\">Sep 12, 2023 &#8211; <\/span><span>Sep 16, 2023<\/span><span>Greater Boston<\/span><\/p><div class = \"desc\">The Fierce Urgency of Now Festival brings Boston\u2019s diverse young professionals together with business leaders, organizations and their peers to build connection, advance careers and ignite positive change.<\/div><div class=\"link-wrapper\"><a tabindex=\"0\" href=\"https:\/\/bostonchamber.com\/events\/2023-fierce-urgency-of-now-festival\/\" class = \"stretched-link\">Read the story<\/a><img decoding=\"async\" tabindex=\"0\" alt=\"arrow-go\"\r\n                                data-src=\"https:\/\/bostonchamber.com\/wp-content\/themes\/bostonchamber\/assets\/images\/linkedinarrow.svg\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" \/><\/div><\/div><\/div>        <\/div>\r\n    <\/div>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Moderated by Meredith Worrilow Barrett, this panel discussed in-game advertising and how it is a new avenue to keep customers engaged. <\/p>\n","protected":false},"featured_media":33364,"parent":0,"menu_order":0,"template":"","meta":{"content-type":"","inline_featured_image":false},"tags":[72,67,68,71,76,51,58],"class_list":["post-33356","thought-leadership","type-thought-leadership","status-publish","has-post-thumbnail","hentry","tag-advertising","tag-bima","tag-innovation","tag-marketing","tag-marketing-professionals","tag-technology","tag-young-professionals"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>From Mobile to the Metaverse: Where Marketers Fit into Gaming - Boston Chamber<\/title>\n<meta name=\"description\" content=\"Moderated by Meredith Worrilow Barrett, this panel discussed in-game advertising and 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