In-game advertising has been around for a long time. It started in the late seventies and continues to improve even today. People found it interesting and more realistic to see ads within the game. Now, there is no game that doesn’t use some type of in-game advertising.
In 2020, there were over 2.8 billion estimated gamers worldwide. That is almost one a quarter of the world’s population. Because of this, in game advertising has become a famous avenue for game developers to earn some money. People don’t really give much thought to the ads they see when they are playing games, but there are actually various in-game advertising. Knowing these different types of ads and learning how to execute them can be beneficial for different brands and other developers. At the moment, there are three types of in game advertising.
Below, we’ve created a list to help guide you on the differences between the three:
Static In-Game Advertising
This is the earliest type of in-game advertising. Once integrated into a game and released to the public, static ads can no longer be changed. Most often, it is also included in the storyline of the game while it is being developed. Some examples of static ads within games are the clothes, food, or objects that the players use within the game. They promote certain brands that are visibly seen throughout the game.
Dynamic In-Game Advertising
Dynamic ads have now become the most popular among the three types of in-game advertising. It’s actually a lot easier to include within a game. These advertisements are seen within the environment of the game. Moreover, they can be manipulated, changed, or removed by the developer whenever they want. However, to do this, users must be connected to the internet when they are playing. They are very similar to online advertisements. This type of in game advertising comes with many benefits. Ads can be tracked throughout the game and changed whenever necessary.
Finally, there is advergaming. The word advertisement is somehow connected to the start of the word because the whole game becomes a massive advertisement for a specific brand. Some companies fund the creation of these games to serve as another advertising campaign targeting consumers that are also gamers. Basically, they create the game with the intent to advertise instead of just incorporating the game with some advertisements. However, despite using these in game advertising, the users are still able to enjoy. It just so happens that the priority of developers is to advertise and not to entertain. It can be considered the most difficult to construct, seeing as it centers around a whole brand, but it can provide the highest rewards if done correctly.
As you can see, there is no shortage of in-game advertising within the market. And they are almost always successful in increasing revenue for developing companies. So aside from finding the right approach, developers should also be careful in choosing the right type of advertising to use in their games.