Mobile-style video ads could soon hit your console games



After signing deals with EA and High-Rez Studios, we may start to see TV and mobile-style ads and video ads in console games in the future. The PlayerWON platform would bring short 15- or 30-second spots to players in-games to unlock certain in-game perks, which would vary depending on the title and how the developer or publisher chooses to implement. functionality.

Owned by TV ad technology company Simulmedia, PlayerWON’s console game ads have already been in targeted testing for a year. The idea was to take a common practice across mobile games and apps and see if console gamers would endure something similar in return for in-game rewards.

Simulmedia Executive Vice President Dave Madden said PlayerWON is aimed at gamers who never spend money on free-to-play games, to provide an additional source of revenue for developers. “The acceleration of free games (F2P) on console and PC, such as Fortnite, Apex Legends, Call of Duty War Zone, and Roblox, means audiences and playing time have grown explosively, but the vast majority of gamers, over 90%, never spend any money on F2P games.

Additionally, these types of targeted ads are a way for marketers to reach the much-loved, younger, more courteous audience who don’t see TV ads on a regular basis. Simulmedia also says its pilot campaign in the free-to-play game Hit showed that gamers were 22% more likely to play a game and 11% more likely to spend in-game money if they watched in-game ads that gave them access to more gaming perks. This is the same strategy that many mobile developers use to engage and retain gamers who are reluctant to pay for anything in free mobile titles. The data also showed that gamers were willing to watch up to 10 ads for an assortment of in-game benefits.

The cost for marketers to run these ads is also significantly less than what it costs to run them on TV or even streaming services, creating a lucrative new ad market that can reach an even more valuable audience. . Axios notes that “a 2020 Morgan Stanley analysis reveals that this reward-based console ad could reach $ 2 billion even if only 45% of gamers opt.”

The next step is for Simulmedia and PlayerWON to continue to develop their network of advertisers and sign up with additional games and studios. Madden has announced plans to launch PlayerWON’s in-game advertising service in approximately 12 other games by the end of the year.

So far, it doesn’t look like the ads are too invasive, being optional and player-controlled at the moment. However, we could see a lot more free titles (and, God forbid, premium games) start implementing in-game ads in exchange for in-game rewards in the future as advertisers try to find. new ways to reach consumers and studios are looking for additional ways to make money.

Would you like to watch ads for in-game rewards in your favorite games? Are you already participating in this practice with mobile games? Let us know your thoughts after browsing our own sea of ​​announcements to find the comments below.

[Source: Axios; Via: VG247]


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