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  • Writer's pictureKevin Kane

Gaming: The New Frontier of Media and Entertainment Consumption

Remember when gaming meant heading to Blockbuster or Rogers video, and renting a video game with your friends for the weekend? Or even way before that, when gaming meant writing passcodes on paper because game cartridges didn’t have save slots.

Gaming truly has come a long way and today this very same gaming industry has emerged as a dynamic force, revolutionizing the way people consume media and entertainment in North America. From casual gamers to passionate enthusiasts, the appeal of gaming has transcended demographics, making it the new preferred channel for entertainment consumption.

Mobile gamer spending time on their phone with their favourite game

As an in-game advertising network, we recognize the immense potential and far-reaching impact gaming holds in this digital era, and the opportunity it now presents for advertisers and content creators alike.

One of the primary reasons behind gaming's surging popularity is the advent of casual gaming. The accessibility of games on mobile devices has made it easier for individuals of all ages to engage with interactive and entertaining content. Whether it's a quick match-three puzzle during a commute or a relaxing simulation game during downtime, casual gaming has become a seamless part of daily life, reaching a broader audience than ever before and expanding the stereotypical idea of who is gaming as more mom and dad’s and grandma and grandpas start picking up devices to play.

And like the kids in the 90’s having sleep overs to play the latest Super Smash bros game on Nintendo 64, Gaming has evolved this social experience. It now connects players across the continent, and globe. With the rise of multiplayer and online gaming, players can interact, collaborate, and compete with friends and strangers alike. This sense of community fosters strong bonds, leading to increased time spent gaming and heightened engagement. As players become more invested in the gaming universe, the opportunities for advertisers to engage with them through in-game advertising expand significantly.

Today, many advertisers continue spending money where time-spent is dropping – and are overlooking the untapped potential that gaming has; despite the large growth in audience time spent. And when compared to traditional media and entertainment channels, gaming is the clear choice for offering an interactive and immersive experience. The players on these games are not passive observers but active participants, driving the narrative and influencing outcomes. This heightened engagement creates a unique environment for advertisers to captivate audiences with in-game advertising that seamlessly blends into the gaming experience.

Graph from APEX Gaming Network showing hours spent per week gaming in Canada

The reality is that brands and advertisers should not look at in-game advertising as something that needs a gaming strategy, but as something that should be part of the overall ad-strategy. Gaming, like other channels, is a data-driven channel that allows for highly personalized and targeted advertising. Through advanced analytics and player insights, advertisers can deliver tailored messages that resonate with individual preferences and behaviours. This precision targeting ensures that advertisements reach the right audience at the right time, maximizing the effectiveness of campaigns and driving measurable results in an environment that is favourable to the advertiser, gamer, and game developers.

This ecosystem supported by ads on free-to-play games helps all through a sustainable monetization model that enables game creators to continue producing high-quality content, benefiting both the gaming community and the industry.

As a person who grew up on the original Nintendo Entertainment System and continues to play locally and on-line today, I can attest that gaming has undoubtedly emerged as the new preferred channel for media and entertainment consumption in North America. With its wide-reaching appeal, social connectivity, immersive experiences, and personalized advertising capabilities, gaming has changed the way audiences engage with content.

As a Marketing Director at an in-game advertising network, I can also confirm that there is a gaming revolution that needs to be embraced now by brands before it’s too late. Tapping into the vast and enthusiastic player base now rather than later, will help brands to redefine the future of media and entertainment consumption in North America. Gaming is the new frontier.

The game has already begun, and the opportunities are boundless. Learn more by watching our IAB webinar on the future of media and entertainment here.

 

Carlos Guevara is the Marketing Director at APEX Mobile Media and previous host of the podcast "In Search of Good Data." He has also helped various organizations in the private and non-profit sector to become more customer-centric with the use of enriched data and modern marketing and advertising technology and strategies.

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