Key Takeaways from Jean-Baptiste Godinot’s Interview with The Drum
Gaming is bigger than music and film combined, with 3.2 billion players and $213B projected revenue by 2027. Yet, despite the buzz, many brands are still sitting on the sidelines. Below, we share the key takeaways from the interview of Jean-Baptiste Godinot, Executive Vice-President of Gameloft for brands to The Drum, where Godinot shares valuable insights on what brands are missing for staying our of the game. For the full article, click here.
Why are brands still hesitant to invest in in-game advertising?
In one word: ‘misconceptions’. The audience is not the audience marketers expect. Fifty-one percent of gamers are women, the average age is 34, and 66% of children play games regularly with their parents.
Also, many believe you need blockbuster budgets to enter gaming, but there are much more accessible and scalable entry points.
How does Gameloft make in-game advertising easier?
With COMBO!, our integrated in-game advertising network reaching nearly two billion monthly players. We offer a one-stop shop for brands to connect with massive audiences without needing to be experts in the gaming industry.
Why is the gaming audience such a valuable asset for advertisers?
Gaming delivers 2.5 times more attention than internet or social media ads. Plus, 83% of mobile users are in a good mood while playing — that creates a powerful emotional space for brand messaging.
How does Gameloft handle brand safety in gaming?
Games provide a controlled environment with no unknown variables. There’s no risk of ads appearing next to toxic content. We’ve also developed our own technology to manually review and vet ads to ensure nothing slips through.
What is the future of in-game advertising?
We see the future as a mix of cross-platform expansion, greater emotional intelligence about gamer behavior, and ongoing innovation in ad formats and targeting. As younger generations take on decision-making roles, momentum is definitely building.
For deeper insights, read the full article on The Drum. And for cutting-edge in-game advertising solutions, visit Gameloft for brands.
