COMBO!: Gameloft for Brands’ Master Move to Revolutionize In-Game Advertising
Why brands that don’t invest in gaming are losing relevance
- Through COMBO!, Gameloft for Brands connects brands every month with over 1.2 billion active players worldwide.
- The COMBO! portfolio includes more than 100 AA and AAA games from leading developers, ensuring premium, high-quality reach.
- In Latin America, COMBO! reaches over 202 million active players, with 47 million of them in Mexico.
In the world of digital marketing, gaming is no longer an “emerging” channel — it’s now the new epicentre of media strategies. At the center of this revolution is COMBO!, the platform from Gameloft for Brands that is redefining in-game advertising on a global scale.
But it’s not just about video games — it’s about an ecosystem that combines massive reach, advanced targeting, and a positive experience for both players and brands.
“Gaming hasn’t just caught up with, it has surpassed nearly every other form of entertainment today.”
– José Cerrillo, Regional Head of Adsales & Business Development – LATAM, Gameloft for Brands
When we talk about COMBO!, we’re talking about a platform with access to over 1.2 billion monthly active gamers globally. In this context, entering the gaming world is no longer optional for brands — it's a strategic necessity.
The Rebirth of the Media Mix
For years, gaming was seen as a niche channel. Today, it’s the main stage. Cerrillo explains:
“Gaming has gone from being an emerging channel to a central piece in media strategies, thanks to its immersive, engaging, and highly measurable environment.”
Video games offer an active experience — not passive like TV or social media — transforming how consumers engage. The interaction is constant, with high levels of engagement and precise targeting.
What Is COMBO! and Why Should You Care?
COMBO! is the advertising network developed by Gameloft for Brands. It connects brands with millions of players globally through in-game integrations that don’t interrupt the player experience.
Its inventory includes over 100 AA and AAA titles, developed by Gameloft and a network of top-tier developers, ensuring brand-safe, premium-quality environments across mobile, console, and PC.
Through non-intrusive ad formats — like rewards or interactive experiences — brands become part of the game world, generating real impact and authentic engagement.
“It’s not just about appearing in a game, it’s about becoming part of it. That’s COMBO!’s real difference — it enhances the player’s experience and simultaneously boosts brand outcomes,”
says José Cerrillo, Regional Head of Adsales & Business Development – LATAM.
Three Paths, One Goal: Connect with Real Audiences
COMBO!’s core is built on three key segments:
- COMBO! Kids: For children under 13, with safe and educational content, ideal for brands targeting families in protected environments.
- COMBO! Core: Targets 18–35-year-old players who seek intensity, competition, and community.
- COMBO! Pop: For casual players who don’t consider themselves “gamers” but play daily on their phones.
“If I ask my dad if he’s a gamer, he’ll say no. But I’m sure he’s played Match 3 or Candy Crush,”
says Cerrillo.
This segmentation allows for customized messaging and format adaptation for each audience.
Cerrillo emphasizes:
“COMBO! Pop is a key solution for reaching that elusive audience so many brands are trying to find.”
Data Intelligence: The Role of NumberEight
A major advantage of COMBO! is its partnership with NumberEight, a third-party tech that enables hyper-precise targeting based on contextual and behavioral data: type of game, playtime, location, and preferences.
“It allows brands to reach their exact target audience, improving ROI through better accuracy and effectiveness,”
said Cerrillo.
Transparency and Measurement: Keys to Effective Advertising
From the start, Gameloft for Brands provides a detailed briefing: audience analysis, format types, demographics, and goals. During the campaign, advertisers get access to weekly dashboards and a final report with key insights: best-performing games, platforms, impressions by gender and age.
“Post-campaign analysis delivers added value that strengthens brand relationships,”
Cerrillo states.
Multiplatform Reach
COMBO! isn’t limited to one screen. Its multiplatform reach includes mobile, PC, console, and even Nintendo Switch.
Cerrillo puts it simply:
“This maximizes reach and ensures the message lands on each player’s preferred platform.”
A clear example is Asphalt Legends Unite, which delivers a consistent experience across Steam, Xbox, Switch, Android, iOS, and more — preserving both the message and aesthetic, and allowing deep player insights.
Safety, Privacy, and Trust for Brands
Unlike open platforms like Meta or X (formerly Twitter), COMBO! is a closed, safe, and regulated ecosystem.
“In Asphalt Legends Unite, all content is created by us — not users,”
explains Cerrillo.
This ensures safety, compliance with regulations like GDPR, and a 100% positive context for brands. From kids’ products to alcoholic beverages, segmentation is clear and reliable.
“There’s a 100% guarantee that we’re reaching exactly who we need to be speaking to.”
Latin America: The New Global Epicenter
For Cerrillo, Latin America is far more than an emerging market — it's a giant in the making:
“With over 47 million active players in Mexico, 69 million in Brazil, 17 million in Argentina, 16 million in Colombia, and over 12 million in Peru,
the region presents a unique opportunity for brands aiming to connect with diverse, active, and highly receptive audiences.”
The goal of Gameloft for Brands is clear: position COMBO! as the strategic partner for all brands operating in the region — not just in gaming, but in consumer goods, entertainment, tech, and retail.
Artificial Intelligence: Data-Driven Efficiency
While AI doesn’t yet generate characters or game worlds within COMBO!, it already plays a crucial role in optimizing processes.
“AI is fed by our data to generate synthetic insights that improve both the speed and quality of responses to brands and users,”
says Cerrillo.
Thanks to its alliance with NumberEight, COMBO! includes an advanced AI layer that deeply understands player context and behavior — analyzing signals like game type, time of day, usage patterns, and connection type, without needing personal data.
The Future of In-Game Advertising
“We envision advertising evolving into more interactive and personalized experiences,”
Cerrillo predicts.
This article was originally published in Spanish. To read it in Spanish, click here.
