Advertising Week Europe and Media360 2023 recap

The Premium Nature of Gaming and How to Authentically Get into Gaming in 2023, was presented by Anthony Lawson, Head of Sales EMEA, alongside Jamie Lyons, Global Head of Gaming & Virtual Experience, PHD.

Together they spoke about the impact of quality gameplay experiences; specifically, what makes a game premium and how player perception intersects with a quality gameplay experience.

Despite conventional wisdom about the quality and accessibility of mobile games due to their smaller screens, our Premium By Design study revealed that 73% of gamers perceive mobile games as being of "high quality." Additionally, 40% of respondents stated that a mobile ad featuring high-quality graphics would successfully grab their attention.

"Because gaming is a nascent media channel, we have to justify it more. That's gonna be the case of anyone in this room to justify divestment from tried-and-tested traditional media channels, which are often less measurable in terms of direct action. For marketers, it's a new space and for them, that feels like there's an element of risk," said Lyons.

Through gaming, players have direct access to brands in a way that traditional media, like TV, can’t compete with. When executed effectively and seamlessly integrated into gameplay, marketing efforts have the potential to engage this highly attentive audience when their focus is fully dedicated to the game.