In-game advertising is a common way for esports games to generate revenue and attract sponsors, but it can also affect the player experience and the game design. How can you use in-game advertising in an esports game without compromising its quality and appeal? Here are some tips to help you create effective and engaging in-game ads.
The first step is to understand who plays your game, what they like, and what they expect from an esports game. You need to tailor your in-game ads to match the demographics, preferences, and motivations of your players. For example, if your game is aimed at young and casual gamers, you might want to use more colorful and humorous ads, while if your game is more hardcore and competitive, you might want to use more realistic and serious ads. You also need to consider the cultural and regional differences of your players, and avoid any ads that might be offensive or irrelevant to them.
Brands in eSports advertising have a lot of salience to players and viewers. + This could be direct benefit (e.g. energy drinks like Red Bull, PC hardware like Razer), or indirect (lifestyle like Coca-Cola). + Intel and AMD often become overall sponsors for tournaments, as performance hardware brands. + Brands with legal or geographic complications like 1xBET (sports betting) can advertise where traditional avenues are much more restrictive. + Mercedes-Benz sponsoring top teams gives the brand an association with "high performance". + Esports also draws in a massive audience of gamers via streamers and Youtubers, which goes far beyond the reach of the event itself. + Older viewers also enjoy esports as vicarious entertainment.
Effective in-game advertising in esports hinges on integration and relevance. Ads that blend into the game environment, like branded items or billboards in-game, enhance the experience. Dynamic ads, updated in real-time, can target specific player demographics. Partnerships with brands offer exclusive content, engaging players while promoting the brand. The goal is seamless advertising that enriches gameplay without being intrusive.
The next step is to decide what format of in-game ads you want to use, and how they will fit into your game design. There are different types of in-game ads, such as banners, billboards, product placements, logos, pop-ups, and videos. Each type has its own advantages and disadvantages, depending on the genre, style, and mechanics of your game. For example, banners and billboards can be easily integrated into the game environment, but they might not be very noticeable or interactive. Product placements and logos can enhance the realism and immersion of your game, but they might not be very relevant or appealing. Pop-ups and videos can be more eye-catching and engaging, but they might also be more intrusive and annoying.
I honestly think to approach advertising in eSports would be the same way you would approach it in all other sports such as banners on the bottom of the screen, ad breaks, but depending on the setting and genre of the game, you can get creative. Just like in television, you need to make the product placement as natural as possible (looking at you Game of Thrones and Starbucks). If you're running around a cyberpunk city then seeing a Coca-Cola billboard would make more sense than if you were playing in Skyrim where billboards are not exactly common.
The third step is to determine how often and how long your in-game ads will appear in your game. You need to balance the frequency and duration of your in-game ads with the gameplay and the user experience. You don't want to overload your game with too many or too long ads, as this can disrupt the flow and the fun of your game, and make your players feel frustrated or bored. You also don't want to underuse your in-game ads, as this can reduce their effectiveness and impact, and make your sponsors feel dissatisfied or cheated. You need to find the optimal level of exposure and retention for your in-game ads, based on the feedback and behavior of your players.
The fourth step is to make your in-game ads relevant and rewarding for your players. You need to align your in-game ads with the theme, story, and goals of your game, and make them feel natural and meaningful. You also need to provide some incentives and benefits for your players to interact with or view your in-game ads, such as rewards, bonuses, or discounts. This can increase the value and appeal of your in-game ads, and make your players feel more satisfied and loyal. You can also use gamification and personalization techniques to make your in-game ads more fun and engaging, such as challenges, quizzes, or recommendations.
Rewarded ads can often be used to ease pain points, help users in times of need (in game), or provide them additional benefits. In eSports games, typically performance improvements of any kind are a taboo. + Faster or instant unlocks + Faster progression + Free gems or in-game currency + Free cosmetic equipment or cosmetic upgrades + Content unlocks and area exploration Features can also be trialed via rewarded ads, which can then create a desire for subsequent purchase. Playable ads can give users an interesting distraction but should be used with caution (should not draw users out of the app to another app). Esports games are typically more "hardcore" than other games and the advertising should not deviate the user from this mindspace.
The final step is to test and measure the performance and impact of your in-game ads. You need to collect and analyze data and feedback from your players, sponsors, and other stakeholders, and evaluate the effectiveness and efficiency of your in-game ads. You need to track and compare various metrics and indicators, such as impressions, clicks, conversions, retention, revenue, and satisfaction. You also need to identify and address any issues or problems that might arise from your in-game ads, such as bugs, glitches, errors, or complaints. You need to constantly monitor and improve your in-game ads, and adapt them to the changing needs and expectations of your game and your audience.