Why multiplatform players are more likely to embrace advertising

As the gaming industry continues to take its place in the entertainment ecosystem, understanding the different audience segments becomes increasingly critical for brands looking to tap into this lucrative market. One particular category that stands out are the multi-platform players who exhibit a higher receptivity to advertisements than mobile-centric players. But why is this the case, and how can brands leverage it to their advantage?
 

Understanding multi-platform players

In a recent study by Activision Blizzard Media called 'The Many Ways We Play: A New View of Game Players', 6 distinct player segments were analysed and broken equally into two categories: mobile-centric players and multi-platform players. Multi-platform players are a unique group of individuals who are deeply immersed in the gaming ecosystem and engage with gaming across multiple touchpoints, including mobile, PC, and console. They more often self-identify as “gamers”, view gaming as a primary means of entertainment, and extract more personal value from it.

Interestingly, these players are usually more open to advertisements. This openness can be attributed to their diverse gaming behaviours and motivations, which provide unique opportunities for brands to connect with them on a deeper level.
 

The devoted & new media consumers

 When examining the multip-latform gamer segment, two segments stand out: 'The Devoted' and 'New Media Consumers'.

'The Devoted', who makeup 9.5% of all players, strongly identify as “gamers” and exhibit a high positive sentiment towards advertising within game experiences. This positive attitude isn't incidental; it's significantly influenced by their deep engagement with the game and their gamer identity. 

On the other hand, 'New Media Consumers' represent a different angle. These players - 12.7% of all players - hold diverse entertainment tastes. Although they hold an equally positive view of ads as Devoted players, if not more so in the realm of influencers, The Devoted consider themselves closer to gaming and are more likely to deem some personal connection to brands interacting in the space. Conversely, The New Media Consumers are lovers of the latest and greatest in gaming, drawn to what's mainstream and new. As such, they like when brands can show them the latest. This suggests that brands should consider different approaches to engage these groups more effectively by choosing formats that add to the gaming experience such as Rewarded Video, and interactive formats such as Playables.
 

The influence of gamer identity

A key factor that influences the receptivity of multi-platform players towards advertisements is their strong identification as a “gamer.” This identity not only signifies their deep engagement with gaming but also impacts their attitude towards in-game advertising. They're more likely to view ads as an integral part of the gaming experience. This is a chance for advertisers to reach audiences with high-quality creative when players are both expecting it - and in the case of rewarded ads - looking forward to it.
 

The effect of ad timing

The way players react to the timing of ads can vary significantly across different segments. For some, ads that interrupt their gameplay can be seen as a major annoyance. However, multi-platform players, particularly the "New Media Consumers," are less disrupted by such ads. This suggests that they are more accepting of ads as part of their gaming experience, providing an opportunity for brands to connect with them effectively.
 

Strategic advertising for multi-platform players

The behaviours of multi-platform players on mobile underscore a significant opportunity for brands. This environment, where players are both numerous and varied in their tastes and habits, presents a fertile ground for advertising strategies that seek not just visibility but genuine engagement. Understanding and leveraging the nuanced receptivity of multi-platform players, especially within mobile games, enables brands to reach a wider, more receptive audience, thus elevating the potential for meaningful interactions. 

If you want to reach multi-platform players - gamers - you’ll find 52% of them playing mobile games daily, and 91% playing at least once a week. As the gaming landscape continues to adapt to diverse audiences, recognising and tapping into the distinctive openness of multi-platform players becomes not just a strategy but a necessity for brands aiming to leave a lasting impression in this vibrant entertainment ecosystem.