Gaming Upfronts 2024: Receptiveness, interactive ads & engaging communities

“Gaming just remains this incredible high-growth opportunity - It's an industry by our own estimates that could be worth as much as £2 billion in advertising by 2026”, declared James Chandler, IAB UK’s CMO, opening our fifth annual Gaming Upfronts. The event attracted advertisers, agency strategists and key players in the industry to examine the emerging potential within the gaming industry. Here are our six takeouts... 

Work with, not just for, your community

Amazon Ads kicked off the first session sharing how EE partnered with Twitch to reach a diverse audience of gamers with a mixed reality treasure hunt. “I loved the campaign because our community gives so much to us and to the charities we work with, so to be able to see active community members win these prizes was pretty exciting”, explained Geestargames, one of the UK’s top gaming streamers who led the experience.  

Meanwhile, Amazon Ads’ Sales Gaming Lead, Julian Marfo, unveiled a first look at ‘The Glitch’, a new Twitch experience that brings together streamers, gamers and advertisers in the world of Fortnite, together with Twitch’s Creative Services Leader EMEA, Annabel Dewar. Given that so far this year over 19 million hours of Fortnite content has been streamed on Twitch in the UK, this new development is bound to whip up some serious excitement among gamers. 

Follow the data, not your bias 

“Gaming is an entertainment platform like any other, the only difference is that it’s got the word ‘interactive’ in front of it”, declared Activision Blizzard Media’s Global Head of Revenue , Greg Carroll. How can advertisers leverage this premium environment? Ads timed not to interrupt game play are a must-have and the prime space for advertisers to be is in between game levels - where the player is feeling happy, playful and engaged - according to Activision ’s new ‘Play It Forward’ research. “When the publisher of the game partners with the advertiser that understands this, that’s where the magic happens”, explained Head of Insights & Measurement, Melinda Spence. 

giffgaff's Lisa Boyles encouraged delegates to remember that you are not your audience - you have to be led by the data and not by your own personal opinions. “We have to realise as brands that we have a say in how our brands show up, but we also need to trust our partners that they know best for our audience – ultimately, it’s about removing the brand’s ego”, she said, before delivering a classic Ron Swanson quote: “Never half arse two things, whole arse one thing’.” 

Consumers spend more time gaming than on socials 

SVP of Marketing at Digital Turbine, Greg Wester, kicked off the third session of the afternoon by emphasising the critical role of mobile gaming in advertising strategies. “Mobile games are not just ‘a nice thing’ for media buyers but ‘a must thing’ for advertisers,” he said, highlighting that many consumers now spend more time playing games than on social media platforms. 

Wester noted that in the U.S., 85 million consumers are “mobile gaming dominant,” spending significantly less time seeing ads on social media compared to gaming.  He asserted that gaming investment in the UK parallels that in the U.S., urging advertisers to consider how well their ads are reaching consumers. “What happens when you take premium ad experiences and take them in the premium supply? You get chart-topping impacts”, he concluded. 

Harness the receptiveness of gamers 

Natalie O’Shea, Head of DAX Audio Sales at Global, illustrated just how much the digital audio market has grown, and explained that audio in gaming captures 56% more attention than TV - making it a powerful medium for engaging audiences seeking relaxation and escape through gaming. “You don’t have to stop people from what they’re doing for them to hear your message”, said Capital DJ Kemi Rodgers, emphasising the passive but engaged nature of gaming audio ads. 

There followed a chat with Department for Transport’s Max Malagoni, MG OMD’s Christian Butler and Global’s Kristina Fleming on how the Government brought mobile gaming into its media mix to build trust with audiences. Malagoni reiterated the importance of being able to prove in-game effectiveness, especially for Government campaigns that are funded by the taxpayer. Meanwhile Butler shared how in-game ads foster receptiveness without interrupting gameplay.  

Embrace the big challenges 

Research indicates that under-18s have a more positive perception of brands integrated into games compared to older demographics, with Anzu joined on stage by SuperAwesome to help advertisers understand how to effectively and appropriately engage young gamers. “Younger audiences are spending more time than ever on video games... they feel like these brands are enriching their experience”, explained Jess Whatson, SuperAwesome’s Head of Gaming Innovation & Delivery. Anzu’s Nerissa MacDonald noted that 40% of younger audience say that well-integrated ads enhance the fun of games, highlighting the effectiveness of native advertising in gaming environments.  

Digitas’ Head of Innovation Charles Crotty encouraged brands to embrace gaming as part of an omnichannel strategy: “When you’re thinking about what you can add to the mix... gaming should be there.” Whatson added: “That spectrum for how to get involved in gaming is massive, you don't need the biggest budget in the world to get involved and produce the around the game halo effect... just get it on the plan and see what happens.” However, if uncertain, she stressed the need to work with specialists in how to appropriately advertise to young people.  

Arm yourself with data and success stories 

“Gaming comes out on top... I believe it should be on all media plans”, said Spark Foundry’s Account Director Michael Clingham, stressing the effectiveness of gaming as a marketing channel. This belief was key to the success of a unique campaign on Roblox, where gamers interacted with a virtual conductor to learn about the benefits of a 16-25 Railcard. Venatus’s Senior Account Director, Kiera Maguire, described the immersive experience they created, complete with a futuristic train station design and rewards like limited-edition cosmetic items. 

Rail Delivery Group’s Campaigns Manager of National Marketing Ben Davies highlighted the importance of the smart use of insight and data: "Arm yourself with the stats and case studies because they really speak for themselves”. With a 10% increase in 16-25 Railcard purchases, it’s clear the campaign – which recently won a Media Week Award – delivered on track! Meanwhile, Publicis Groupe’s Victoria Tibber-Ryan underscored the importance of the user experience in building brand engagement: “You have to think like a native and not a tourist.”  

Digital Upfronts ran from 2-24 October 2024. Find out about all the events here.