Video Games: The Ultimate Advertising Frontier

A lot has been happening at FLUZO lately.

A few weeks ago, we announced the appointment of our Chief of Sales, Javier Fernández-Pe?a . Then we celebrated our first #FLUZODay to introduce the fass alongside three superstars! And recently, we announced our entry into the French market ????.

But today, we focus on our latest study. ?? Video games have become one of the world's leading entertainment industries. Despite this, in-game advertising accounts for only about 5% of media investment (iab). Could this trend be shifting?

Why:

?? Just as OTT platforms are experiencing an "ad craze" with ads in cheaper tiers, video games might be on the brink of a similar boom: Nvidia’s cloud gaming platform has started showing ads to free-tier users in a CTV-esque way, and there are rumors of others joining.

What:

We examined video game penetration in Spain and the population's attitudes using observational ?? and declarative ?? data. Our goal was to understand the segment's popularity and user attitudes.

?? How:

Leveraging our proprietary cross-media and single-source methodology based in ACR, we provide a unified perspective on media and advertising consumption across all platforms and devices, including walled gardens and, in this case, video-games!

Our Analysis Delves into Three Big Topics:

1. ?? Taking the Temperature of the Hypest Hype: We explore the mainstream appeal of Grand Theft Auto. As one of the most successful franchises, the release of GTA VI marks the first new installment since 2013, returning to Vice City. We measured the trailer's reach among the youth (and Low TV Viewers!) to gauge the hype and potential audience.
2. ??♂? Beyond the Big Hits: While blockbuster titles like GTA get massive attention, what about other games not as embedded in pop culture? Using our ACR by audio software, we measured the reach of Baldur's Gate, a well-regarded but less mainstream game, to understand its playtime and advertising potential. And, once again, we brought Low TV Viewers on board.
3. ?? The Attention Factor: Attention is the golden metric now. We surveyed the attention players give to gaming Vs other entertainment forms, like OTT platforms and the results were clear ??. However, critical questions remain: Are players willing to see ads in their favorite games? And what if they were offered price reductions in exchange, like OTT platforms do? We asked that too ??.

Don’t let the arrival of video games in the advertising arena catch you off guard! Access the full study here.

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