According to Fandom's fourth annual "Inside Gaming" report, 46% of gamers now list "creation, imagination, and self-expression" as their primary motivations for gaming, a significant increase from last year. Games like "Minecraft," "Fortnite," and "Roblox" offer extensive customization options and open-world exploration, enabling players to express themselves in unique ways. This trend presents both opportunities and challenges for advertisers. On one hand, highly engaged gamers are more receptive to advertising messages, potentially leading to better campaign outcomes. On the other hand, the emphasis on personal expression and creation requires advertisers to be particularly mindful of brand safety risks, ensuring that their ads do not wind up near a quickly changing act of self-expression in this immersive environment.
As the gaming industry evolves, brand safety remains a critical concern for advertisers and publishers alike. The recent rebranding of Media and Games Invest SE to Verve underscores the industry's commitment to responsible advertising solutions, owing to the need for major entities in the industry to be up-to-date on tools/trends and nimble in their responses to such changes. Verve, a fast-growing digital media company, leverages AI-driven ad-software solutions to match global advertiser demand with publisher ad-supply, enhancing outcomes through first-party data from its own first party data. With a focus on responsible advertising (at scale), Verve aims to create better results for brands, agencies, and publishers, particularly within emerging media channels where traditional brand safety measures may be less established.
Meanwhile, on the front of tools that can be applied to understanding and responding to the evolution of the gaming industry, Integral Ad Science (IAS) has expanded its Brand Safety and Suitability Measurement product for YouTube to include Performance Max and Demand Gen campaigns on Google Ads. The development is particularly significant for advertisers who are looking to maximize their reach across the Google Network without compromising on brand safety. With IAS's expanded measurement capabilities, advertisers can confidently explore these new opportunities while maintaining rigorous brand safety standards. This ties into gaming from the angle of content creators and general consumers who are vocal in their support for, or disappointment in, various aspects of gaming and game advertising.
With the gaming industry continuing to grow, diversify, and add scaling opportunities - it is crucial for advertisers to stay ahead of brand safety challenges. The combination of AI-driven solutions from companies like Verve, comprehensive measurement tools from IAS, and a deep understanding of gamer motivations can help create a safe and effective advertising environment.
