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  • Writer's pictureCarlos Guevara

How banks and fintech are using in-game ads

In game advertising is rapidly becoming a channel that more advertisers are turning to. With a growing number of gamers worldwide, and the increased demand for free-to-play games, advertisers are taking notice of the available real estate and reach that in-game advertising presents. This trend of in-game advertising has also caught the attention of banks and fintech companies, which are now using it as a tool to reach new and existing customers.

This new channel for banks and fintech to engage consumers also presents an opportunity to reach younger audiences who will soon be entering the world of financial responsibility with creative campaigns that help teach kids, and teens, about banking and saving money. One example of a bank and fintech company that used in-game advertising was RBC’s recent campaign, which was launched in the 3D world of Roblox, and presented them with a great opportunity to reach and engage younger audiences through education and awareness.

For any brand looking to connect with a large young audience, there is no better place than Roblox. As of January 2023, over 230 million registered players worldwide are spending time in Roblox, which has more than 30 million daily players. For North American advertisers this is an opportunity to reach 30% of Roblox players in the US and Canada that are mainly made up of users under the age of 16.

But gaming isn’t just for kids. In Canada, 53% of the nation games regularly, and they are gaming for 7.9 hours each week on average. Which is why in-game advertising is great for reaching a large diverse audience across mobile gaming apps, console games, and desktop games and live streaming platforms like Twitch.

When I see examples like RBC’s Roblox quest, I see an opportunity for others in the banking, fintech and any other sector to jump into the APEX Gaming Network and connect with audiences of all ages across a premium inventory of games like Roblox and Minecraft to name a few.

Gaming is only going to get bigger and better and with continued user growth, and the advancements in technology, in-game advertising is only going to get more personal and accurate for brands. Things like VR, and AR, web 3.0, and the future of the metaverse are still around the corner. The brands connecting with consumers in-game now are getting ahead of the competition and the ones that are slow to jump on board might just get left behind.

The time to claim a stake in the world of in-game advertising and to get in-front of new and younger audiences is now, not later.


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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