Around 10 years ago, I was watching an episode of the TV show Supernatural and a character told Sam and Dean to use Bing for searching instead of Google, as it was faster to index new content. I remember it like it was yesterday. At the time, I didn’t realize it was an advertisement, but as I got more involved in the tech industry, I realized it was a type of embedded marketing (Product Placement). This type of advertising has stuck with me over the years, and I believe it has the potential to be incredibly effective, especially in the world of mobile gaming.
As a mobile game developer, one of the biggest challenges is finding the right monetization strategy for your game. With so many options available, it can be difficult to know which one will be the most effective for your particular game and target audience. One monetization strategy that is often overlooked is embedded marketing or embedded ads.
While I’ve seen various forms of advertising in mobile games, embedded advertising still has yet to reach its full potential. In this blog, I’ll be discussing why I believe embedded advertising has the potential to be a win-win for both game developers and advertisers.
But embedded advertising is just one of the many forms of advertising available for mobile games. Before defining what embedded advertising is, let's take a look at some of the other monetization options available to game developers:
In-game ads
In-game ads are the most common form of advertising in mobile games. These can come in the form of banner ads, interstitial ads, or rewarded video ads.
In-app purchases
In-app purchases refer to the ability for players to purchase virtual items or currency within the game. This type of advertising can provide a steady stream of revenue for game developers, as players continue to make in-app purchases over time.
Sponsored content
Sponsored content refers to integrating sponsored products or services into the game's content. This can be done in a variety of ways, including sponsored levels, characters, or power-ups.
Affiliate marketing
Affiliate marketing involves partnering with other companies to promote their products or services within the game. Game developers earn a commission for each sale made through their affiliate link.
Cross-promotion
Cross-promotion refers to the promotion of one game within another game. This can be done through interstitial ads or by displaying a banner ad for a related game within the current game.
Embedded Marketing (Product Placement)
Let’s define what embedded advertising is. Embedded advertising refers to the integration of brand messages into the content of a product or service. In the case of mobile games, it could mean incorporating a brand’s product or service into the game itself. This type of advertising allows the brand to reach a captive audience in a subtle and non-intrusive way.
Now, let’s talk about how this form of advertising can benefit both game developers and advertisers. For game developers, embedded advertising can provide a new source of revenue, allowing them to create better and more engaging games for their players. For advertisers, embedded advertising provides a unique opportunity to reach a highly engaged and captive audience, leading to greater brand recognition and potentially higher sales.
For example, imagine a mobile game centered around home decoration. Brands like IKEA could partner with game developers to offer their products as part of the game's experience. This type of partnership can be challenging to execute, but it can also be extremely rewarding for both parties.
Another example is the fashion industry like Tommy Hilfiger. Brands could partner with mobile games that feature 3D avatars, offering players the opportunity to dress their avatars in the latest fashion from their brand.
In conclusion, there are many options available to game developers and advertisers when it comes to monetizing mobile games. Embedded advertising is just one of these options, but I believe it has the potential to be a game-changer. By integrating brand messages into the content of the game, both game developers and advertisers can benefit. So, the next time you’re playing a mobile game, keep an eye out for embedded advertising — you never know, it might change the game for everyone involved.