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.