PlayFronts 2024 Round Two: Get Smart (TV) Game Opportunities Going

The Big Message In quick order videogame aficionados in every demographicamp8212including the young Generation X and Alpha crowds many advertisers deem extremely hardtoreach via traditional TVamp8212are attracted to play over smart TV sets and devices without a PlayStation Xbox or other console attached to the set or device Thanks to artificial intelligence software embedded in the set or device gamers can use their voice a voice remote or joystick pointed at the screen to play a growing variety of sophisticated games National advertisers regardless of size must pay attention and participate now to some degree quotIt39s time to be intentional with how you advertise to gamersquot reflected Samsung Ads Head of Insights Justin Fromm pictured top right quotGaming and smart TV usage goes handinhand making the TV operating system a powerful tool to understand the behavior of gamers This is just the start of a big trendquotHost Zoe Soon pictured top left Vice President of IAB39s Experience Center unit Just like day one Soon makes every moment on stage count with a positive authoritative attitude You can tell Soon is out to generate fun among the crowdWhat Worked Fromm39s presentation offering the whole 10 yards on what Samsung39s game hub is all about while inviting advertisers to consider both crossgame platform and crossmedia campaign options If you already run messages before or after mobile games adapt them for smart TVoffered games Or develop a campaign where elements appear on both Samsung hub titles and the company39s multichannel bundleWhat Also Worked Several presentations encouraging advertisers to set up ways for gamers to be rewarded for how often they play or when they reach advanced levels on a specific title Recent campaigns for Circle K coffee and other brands implemented on mobile games by ad agency Niantic use augmented realityformatted messages to encourage play for merchandise discounts The Circle K campaign attracted 37 millionplus impressions and a 96 percent completion rate among gamers watching the message Success with these campaigns could pave the way for TV networks and services to adopt this practice for retaining or expanding their viewership similar to what results airlines and other travelcentric organizations get from frequent flier miles or guest programsWhat Didn39t Work Samsung39s presentation could have spent a few minutes detailing some of their current popular titles plus what new games they39ll introduce on their hub later this year Their extensive game roster includes titles from Xbox Amazon39s Luna package Utomic and Nvidia39s GE Force catalogData Points Plenty to digest from IAB39s new quotChasing The Gamequot qualitative study of the marketplace Involving more than 300 brandagency decisionmakers A few tidbits companies are expected to spend 85 billion on videogame ads this year about 1 billion more than 2023amp8212and 115 billion annually by 2027 Seventyeight percent of advertisers will spread their campaigns throughout 2024 instead of during one time period and 40 percent of ad responders claim their game budgets will increase this coming year More than twothirds of Samsung smart TV owners and also gamers participating in a companyreleased quotEngaging Gamersquot study affirm they are open to adsupported videogame services and 40 percent are willing to try a free or discounted gaming service using cloud technology where ads offset the cost of the serviceNews Nvidia whose GE Force catalog carries more than 1900 titles and plays on Samsung and other smart TV sets in consolefree fashion has launched new rewards feature on GE Force in association with specialized ad agency PlayerWON Under the format GE Force users who pay 4 to 8 a month to access the catalog can play a title carrying Player Nowcreated ads free for an hour Experian is one of several advertisers involved in this venture quotThis will be a growth area in the video game industryquot predicted PlayerWON President Dave MaddenParting Words quotWe live in a culture today that39s all about finding the next big thing The next big thing requires the mainstream to believe it39s coolquotamp8212Bill Young TwitchAmazon Head of GamesquotGamers are not fixed to their devices They39re fixed to their experiencesquotamp8212Samsung Ads Insights Head Justin FrommClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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PlayFronts 2024 Round Two: Get Smart (TV) Game Opportunities Going

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Simon Applebaum

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PlayFronts 2024 Round Two: Get Smart (TV) Game Opportunities Going

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