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Are Video Games the Newest Frontier for Advertisers?

Posted on January 25, 2016 in Industry Insight

I’m a sucker for a good, mindless game. My flavor of the week is Pocket Mortys, the collection/fighting game based off of the Adult Swim hit, Rick and Morty. Something that I have become accustomed to is watching 30-90 second commercials in order to earn more schmeckles (the currency in the game) so that I can get more healing serum, or manipulator chips. While watching one of the commercials, I realized how far ads have come from the archaic pop-ups on computers, to incentivized bait in mobile games.

Advertisements are looking towards mobile games to catch peoples’ attention to their respective products, and those behind the games are collaborating with the ads in a fair trade. Games like Clash of Clans and Candy Crush are willing to add a quick pop-up after a life is lost in order to support either another game by the original company or a sponsor. Pocket Mortys would play L’Oreal commercials or commercials for Jet.com.

More and more people are jumping on the train of using video games as their portal to more sets of eyes. With that, the real winners of this game are the gaming companies themselves. Zynga, King and SuperCell have benefited tremendously by the sponsors pouring in money in order to get 30 seconds of mobile time.

It’s still an interesting area to advertise, and still somewhat unorthodox. But as more people are pushing towards Boom Beach and away from Youtube, advertisers must follow the trends being set by pioneering advertisers and companies. Of course, demographic and message are all still huge factors, but platforms change like that of fashion trends. It is all a matter of forecasting, and pushing what is best for the product.