Scroll Media reveals brand study effectiveness with Gameloft

Scroll Media is backing a new research study to demonstrate the efficacy of gaming advertising for brands. The study will be conducted in collaboration with Gameloft, a leading global games developer.

Scroll Media has an exclusive partnership with Gameloft in Australia and New Zealand offering to brands a direct access to Gameloft premium in-game advertising Network.

This study, conducted by Gameloft for Brands and incorporating Oracle Moat Measurement data, demonstrates that gaming, with its specificities, delivers more than just brand awareness. 

With a higher Gameloft Quality Score than traditional media, the study concludes that in-game advertising offers one of the best environments for brands to positively impact brand awareness (+12 percent) and brand likeability (+11 percent). 

MD and Founder of Scroll Media says: “The study reveals what every CMO should hear. Generating positive emotions, gaming offers a unique positive moment for brands to engage their audience, significantly impacting brand attractiveness, attachment and ROI.“ The study calls this ‘brand likeability’.

Over the past three years, Gameloft has invested in several studies with industry leaders in toys, automotive, FMCG, entertainment, high tech, and energy, to assess the marketing ROI brands can expect from gaming. Performed with brands such as Unilever’s Axe, Universal’s Minions: The Rise Of Gru movie, PlayStation with FIFA 22, Automobili Lamborghini, and others worldwide leading energy, QSR and toys brands, these studies provide evidence of the strong impact on brand awareness enabled by the emotions and positive state of mind that gaming generates. Interactivity, replay value, rewards and social features make gaming a highly engaging medium that is part of a player’s daily routine. The study shows this enables game publishers to increase brand awareness through various ad placements rooted in the player’s experience that is not impacted by ad-blockers commonly used by Millennials and younger audiences, allowing brands to reach the “unreachable”.

The study concluded that in-game advertising offers stronger attention duration of up to 1.9X in view time versus mobile web and desktop, impacting brand awareness with a +12 percent average increase versus audience not exposed to the campaign. 

Alexandre Tan, Executive Vice-President, brand partnerships and advertising at Gameloft for brands, says: “Reaching an audience in a positive state of mind, highly engaged with the media they’re consuming, is why gaming is so unique. while traditional advertising is often passive and intrusive, gaming allows players to be part of the narrative, and brands to actively engage with their audience and build meaningful connections.“

Scroll Media Head of Sales for Australia, Adam De Roma says: “The study explains the contextual relationship with brands in game and measures their impact on brand affinity and return on investment.” 

The study uses a quantitative and qualitative approach for evaluating, comparing, and selecting various media on a comparable basis, utilising a standardised system of measurement across three marketing performance indicators—reach, cost, and quality.  These performance indicators allows Gameloft to illustrate the value generated by in-game advertising, compare media, and accurately assess their performance. 

Scroll Media has been running Gameloft campaigns with many Australian and New Zealand brands and media agencies for over three years and sees huge growth in this category. Ormsby says: “in-game advertising offers  a highly qualitative medium for brands and an effective consumer touch point, so we see enormous growth continuing in this exciting category.” 

With USD $ 196.8 billion in revenue and 3.2 billion players worldwide in 2022 dedicating more than eight hours each week to digital play, video gaming has become the number one entertainment vertical, surpassing the film and music industries combined. Gaming is now a cross-generational media.

“We’re past the age-old stereotype of gamers being solely teenage boys. Brands are now reaching all generations through gaming,” says De Roma.

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