The $11 Billion In-Game Ad Opportunity

In-game advertising has become a significant opportunity for marketers, with the market expected to reach $11 billion by the end of this year. Orange 142 has released a best practices guide to help brands navigate this growing sector and connect with gamers in a way that feels natural and non-disruptive. The guide underscores the scale of the opportunity by noting that there are more than 3.2 billion people currently playing video games across mobile, PC, and console platforms.

The $11 Billion In-Game Ad Opportunity

The $11 Billion In-Game Ad Opportunity

Gaming has become a key digital medium for engagement, and in-game ads allow companies to reach large, engaged audiences in a context where players are fully immersed. Some of Orange 142’s main recommendations to marketers entering this space center on delivering messages quickly and concisely. Brands are encouraged to use no more than seven words in their messages and aim to communicate their main points within about three seconds. Doing so makes sure the ad fits smoothly into the gaming experience and resonates with players without interrupting their engagement.

Blockchain technology is also unlocking new models for ownership and exclusivity within games. "Brands can now create verifiable, limited-edition virtual goods via NFTs, such as branded skins, accessories, or collectibles. These items can be earned, bought, or traded, offering players a new level of engagement and a lasting digital presence for advertisers." 

The $11 Billion In-Game Ad Opportunity

Guide to Successful In-Game Advertising

Orange 142's guide aims to simplify in-game marketing by offering a clear framework for choosing the right format and making sure messages align with the context of a game. It covers a range of methods, from rewarded video and native placements to sponsorships on platforms like Twitch. The guide underscores the importance of understanding gamer behavior and choosing an approach that feels appropriate and non-intrusive.

Zoe Soon, vice president of the IAB Experiences Center, addressed the opportunity at the IAB Playfronts event, noting that gaming currently comprises only about 5% of the world’s total advertising budgets. Nonetheless, the sector is growing quickly and offering a powerful way for companies to connect with consumers who may be less engaged with traditional media.

Lindsey Wilkes, Senior Vice President of Business Development at Orange 142, explained to Gamesbeat that in-game spaces allow marketers to reach players when they are most engaged and comfortable trying new things. She stated that this opportunity depends on a clear understanding of how to integrate messages into games in a way that feels natural and non-disruptive.

The $11 Billion In-Game Ad Opportunity

Best Practices and Techniques for Brands

The Orange 142 guide covers a range of techniques that help companies match their messages to the context of a game and the preferences of its players. It highlights the importance of choosing an appropriate format, whether rewarded video or a native placement, and designing messages that align with the flow of the game.

Effective in-game campaigns leverage behavioral, contextual, and device-specific data to reach the right players at the right moment. The guide underscores the necessity of securing brand-safe placements and avoiding messages that interrupt or undermine the gaming experience. Measuring viewability, engagement, and attribution is also a key consideration, allowing companies to assess the impact of their campaigns accurately.

The guide further explores how technology innovations, including VR, programmatic delivery, and generative AI, can help drive more sophisticated campaigns. These techniques enable companies to match messages more closely with players’ preferences and to adjust campaigns in real time based on engagement signals. There are more than 3.2 billion people currently playing video games across mobile, PC, and console platforms.

The $11 Billion In-Game Ad Opportunity

Orange 142’s Position in the Market

Orange 142 is a division of Direct Digital Holdings, the ninth Black-owned company to go public. Based in Austin, Texas, Orange 142 focuses on delivering tailored digital marketing and advertising solutions to mid-market and enterprise companies across a range of platforms, from programmatic and search to social, connected TV, and influencer marketing.

As in-game advertising grows, Orange 142's guide provides a framework for companies to connect with gamers in a way that feels native and appropriate. The guide aims to help marketers navigate a rapidly changing medium and maximize the opportunity it presents.