Fri May 29th / Marina

EXPLORING THE IMPACT OF LOCALIZED IN-GAME ADS

According to ESA, 65% percent of Americans play videogames every day and this was before the pandemic. In-game localized Ads are evolving to become the next big stage for brands looking to adapt and diversify advertising channels and reach new audiences.

One of the biggest lessons that coronavirus brought to businesses is that moving budgets to the digital world is now more important than ever. Sports will always be sports and when everything goes back to “normal”, the fans will be back and so will be the brand’s capacity to reach large audiences through sports. But once this pandemic is over, we can expect a digitally transformed world with an increasing number of both online users and “online workers”, meaning that online advertising will be consumed at a higher rate than ever before.

HUGE OPPORTUNITY FOR IN-GAME ADVERTISING

Gaming has been increasing as an alternative and safe way to socialize during the quarantine.

With safety of paramount importance at the moment, gaming has emerged as a popular and risk-free way of socializing during this quarantine era. People are hanging out inside videogames and in esports streams. Individuals naturally seek to be part of a community and in lockdown times, they are finding it while playing and watching games alongside other players from around the world.

Is the virtual world of online gaming replacing the old bricks-and-mortar bar as the new social hub?

Animal Crossing - people socializing in video games
Players socializing inside Animal Crossing substituting real-life interactions during the pandemic.

In-game adverting is nothing new but with projections showing that this pandemic crisis will cause an increase of about 500M hours of gameplay per day around the world (Admix), this represents the perfect timing for brands to explore this solution as a way to reach more eyeballs in the online world.

On top of that, add the enormous secondary market that including in-game advertising will open for your brand: your ad could easily also appear in streams and esports tournaments, giving you far greater exposure and consequently, far more bang for your buck.

NCAA Football 98, 1997
NCAA Football 98, 1997 featuring a Nokia Ad.
T-Mobile in-game Ad in Polish.
T-Mobile in-game Ad in Polish.
Disney in-game Ad in Portuguese.
Disney in-game Ad in Portuguese.

LOCALIZING YOUR IN-GAME ADS

One of the biggest obstacles that brands face when considering advertising in the gaming industry is the lack of experience on how to communicate with this target audience.

At All-in Global, we speak “gamer” language and we can help you to build the best message to effectively communicate with your desired audience, while you earn extra brand awareness points among this powerful target.

Here are two tips when considering how to advertise for the gaming industry:

CHOOSE ESPORTS/GAMING EXPERTS TO CREATE YOUR COPY

Gaming is a lifestyle and it’s easy for brands outside the landscape to misunderstand the gaming culture. There’s a myth about gamers being anti-social individuals who never work out and only eat junk food. But the opening of this niche in the past few years has highlighted the social potential of games as powerful platforms that actually bring people together, rather than isolating them.

This target audience is very particular when it comes to each gaming niche and we recommend that you trust your copy in the hands of experts who are inside the gaming culture. Doing this can save your brand from wasting money with copy that would not authentically engage with gamers, simply because you were not speaking their language.

LOCALIZE YOUR IN-GAME ADVERTISING AND WIN THEIR HEARTS

The gaming market is multilingual and a decision to advertise inside a video game must be followed by careful research about the audience that a brand wants to reach and the unique aspects of that game and its players. Nowadays, you can display different Ads depending on the geolocation of the player and its characteristics. A good localization of your Ad will make you stand out from your competitors in the most appropriate language, with ‘final copy’ that respects each specific cultural context. Choosing native experts in gaming to localize your content will reduce the risk of being misunderstood and consequently save your brand from any embarrassment caused by a word out of context or an inappropriate message.

Considering the level of English proficiency in the strongest gaming markets can provide a significant clue when it comes to understanding in which market localization is more important.
As a language solutions provider specialized in the gaming industry, we can recommend that creating content that makes gamers feel important is always a good idea. If they feel you created something specifically with them in mind, you will win their hearts while making them feel connected with your brand. We can help you create engaging gaming content in more than 70 languages.

CountryGamers in millionsEnglish proficiency per countryTotal revenue from gaming (USD)
China620moderate34.400
USA327No data31.535
Japan127low17.715
Republic of Korea51Moderate (S. Korea)5.764
Germany82Very high4.989
United Kingdom67Very high7.731
France65moderate3.366
Canada37No data2.399
Spain46moderate2.202
Italy59moderate2.168
Russia65low1.657
Mexico56low1.577
Brazil76low1.452
Australia12No data1.293
Taiwan15moderate1.231
India264moderate1.105
Indonesia44low1.084
Turkey31Very low853
Thailand18Very low667
Netherlands7Very high646

Data from Newzoo and EF EPI

FORTNITE – THE BOSS OF ADVERTISING

With 250 million players (March 2019), Fortnite is an advertising machine dictating marketing trends for the increasingly digital world we live in.
Their last Travis Scott virtual concert achieved a new record with 12.3 million attendees.

It was a 15-minute online performance that showed the world how games are becoming the stage for entertainment in a world where a virus keeps us indoors.

It’s easy to imagine all the endless marketing opportunities that games are opening up to brands in terms of advertising in new creative and increasingly innovative ways.

All-in Global can help your brand reach a global audience in more than 70 languages. Tell us about your advertising project through salesteam@all-in.global.

Marina

WRITTEN BY:Marina


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