Respawn your Gaming Brand with DOOH
Published: November 15, 2021
Video games are enjoyed by everyone, crossing age, political, racial, and cultural borders. And with the mandated government lockdowns last year, more and more people started playing and appreciating video games. The market research firm, Ipsos, conducted their annual study for ESA in February 2021 and found that more than half of the players they surveyed said they played more games during the pandemic than ever before. 90% of those players said they would continue playing after the country opens back up. Overall, 227 million Americans say they played video games this year, higher than the previous year.
However, gaming brands are struggling to penetrate the market due to high competition. According to Kyle Orland of Ars Technica, over 800 million registered games are on Steam, a video game digital distribution service with upwards of 22 million players. And of those 800 million, 37% have not been loaded on a single PC. Therefore, the gaming community now is relying on the consumer's interest as opposed to the developer. Not to mention, the games aren’t just competing with each other, but with other forms of entertainment such as television, books, concerts, and travel.
As more people join the gaming realm and the industry enters into new avenues past PCs, the video game market must utilize digital out-of-home (DOOH) to create successful campaigns to reach potential players and stand out from the competition.
Programmatic OOH is future-proof, with unmissable larger-than-life screens - unblockable, unskippable, and fraud-free. Unlike social media, where consumers get flooded with tons of information, including advertisements that can often go unnoticed. According to a study done by Nielsen, 90% of U.S. residents age 16 or older notice some form of out-of-home advertising and 66% of smartphone users take some type of action after seeing that ad. The reach and interaction alone should make any small or big gaming brand excited!
Clash of Kings, a multiplayer online strategy game, launched an OOH campaign targeting stations across the London Underground to grow brand awareness and persuade commuters to take action on their phones. One of the busiest stations included a 360-degree tunnel wrap and digital walls with dynamic creative from the game. The results showed an increase in brand awareness, 77% ad-recall amongst London subway goers, and 62% of respondents exposed to the campaign taking action. Furthermore, post-campaign, Clash of Kings became the 4th highest-grossing strategy game in the UK, from the 48th spot to 2nd in the iOS strategy gaming chart, and drove daily app downloads by more than 300% compared to pre-campaign.
DOOH is a great advertising medium for creative, immersive, and interactive ads to expose audiences in never-before-seen ways. For example, Fortnite partnered with Balenciaga, the luxury fashion retailer, to launch a larger-than-life 3-D campaign on massive billboards. The Fortnite characters were decked out in Balenciaga outfits in New York, Tokyo, London, and Seoul. Simultaneously, the campaign was displayed in Balenciaga's virtual boutique in a Fortnight creative hub - blending the immersive campaign to online and offline communities worldwide.
As the gaming industry revolutionizes, so should the way brands advertise. With programmatic DOOH, gaming companies can reach audiences, differentiate from the competition, and show off with immersive creative and messaging that will leave a lasting effect. So, are you ready to take your game to the next level? Our team of DOOH experts is prepared to help at no charge to you! Contact us at concierge@adomni.com.
Written By: Julia Cramer
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