Bidstack25 Oct 2019 12:24
Dynamic in-game advertising
With cloud gaming set to become the next big thing, and a growing structuralisation of game advertising platforms taking place, we should also see the in-game advertising industry flourish, especially dynamic in-game advertising (DiGA). While DiGA is hardly new (Obama ran ads in Xbox games back in 2008, and companies like Bidstack group looks to have a structured, dynamic setup at the ready), the solutions do not have to stop there. When the video game is not actually installed on your personal device, it would more easily allow brands to create something such as dynamic in-game events. Your future side-mission could easily be a branded experience tying into the game (similar to experiences such as when Honda challenged racers to compete for fastest lap times in the newly-launched Gran Turismo as part of an Xbox advertising deal), and your hit-point boosting in-game item could dynamically change brand and type depending on whether your demography suits Coffee or energy drinks.
These potential changes are also why I have mentioned the importance of advertisers paying homage to both the games and their audience in previous articles - it is both an amazing opportunity and a potential disaster for people who love video games if brands implement these experiences in jarring or interruptive ways.