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Scroll Media reveals brand effectiveness study with Gameloft
Scroll Media is collaborating with Gameloft, a renowned gaming company, to conduct a cutting-edge research study on gaming advertising.
This study incorporates Oracle Moat measurement data and aims to demonstrate the efficacy of gaming advertising while providing brands with a novel Key Performance Indicator (KPI) to evaluate their marketing Return on Investment (ROI) during video-game-based activations.
Scroll Media possesses the exclusive rights to sell Gameloft’s in-game advertising inventory within the ANZ market.
Video games are governed by their own rules and are the only medium where the user actively participates in creating their experience, leading to strong engagement and attention. Over the past three years, Gameloft has invested in several studies with industry leaders in toys, automotive, FMCG, entertainment, high tech, and energy to assess the marketing ROI that brands can expect from gaming. These studies provide evidence of the strong impact on brand awareness and sentiments enabled by the emotions and positive state of mind that gaming generates.
Jane Ormsby, MD and founder of Scroll Media says: “The study reveals what every CMO should hear. Generating positive emotions, gaming offers a unique ‘positive moment’ for brands to engage their audience, significantly impacting brand attractiveness, attachment, and love. The study calls this ‘brand likeability.’ “
Alexandre Tan, Executive Vice-President, Brand Partnerships & Advertising at Gameloft for brands, says: “Reaching an audience in a positive state of mind, highly engaged with the media they’re consuming, is why gaming is so unique. While traditional advertising is often passive and intrusive, gaming allows players to be part of the narrative, and brands to actively engage with their audience and build meaningful connections.”
This study used an approach inspired by the RCQ* (Reach, Cost, and Quality) methodology to define a brand-new KPI that takes into consideration the quality of the gaming moment.
Entitled the “Gameloft Quality Score,” it aims to measure the effectiveness of a given advertising campaign by analyzing the synergy between the quality of the context in which the campaign is delivered and the creative assets used to deliver it. This is done by leveraging the traditional measures of exposure and engagement that marketers are familiar with.
Adam De Roma, Scroll Media Head of Sales for Australia, said, “The study explains the relationship between the contextual environment of a campaign and advertising effectiveness, and how to more effectively measure its impact on brand affinity and return on investment.”
Scroll Media has been running Gameloft campaigns with many Australian brands and media agencies for over three years and sees growth in this category. Ormsby says: “In-game advertising offers a highly qualitative medium for brands and an effective consumer touch point, so we see enormous growth continuing in this exciting category.”
With USD $196.8 billion in revenue and 3.2 billion players worldwide in 2022, dedicating more than 8 hours each week to digital play, video games have become the number one entertainment vertical, surpassing the film and music industries combined. Gaming is now a cross-generational media. De Roma said, “We’re past the age-old stereotype of gamers being solely teenage boys. Brands are now reaching all generations through gaming!”
Gameloft for brands’ white paper “Marketing ROI in Gaming” is available here.
*The RCQ (“Reach, Cost, Quality”) methodology was first documented by Dr. Thomas Bauer, Dr. Tjark Freundt and Ingeborg Molden Hegstad in “Retail Marketing and Branding, 2nd Edition” by Jesko Perrey and Dennis Spillecke (2013, John Wiley & Sons Publications)
