"Satisfaction is a rating. Loyalty is a brand." — Shep Hyken

From the food in your fridge to the clothes you’re wearing to the device you’re reading this on, everything we own and consume has a brand behind it. The choices we make are often driven by how we perceive the brands behind the products or services we consume.

Understanding Brand Loyalty in Gaming

The video game industry is a great example of a space that has tapped into consumer loyalty and continues to leverage it year-on-year. You only have to look at the PC and console game sales for the first half of 2024 to see evidence of this, with only two titles in the top ten having been released this year, and one was a 2020 remake. Gaming franchises like EA Sports FC (formerly FIFA) and Call of Duty continue to dominate the charts. Millions of loyal fans pre-order the next game in the series every year, paying upwards of $60 for titles that often only offer minor updates and gameplay tweaks.

In addition, many of the globe’s most played games globally, including Fortnite (2017), Roblox (2006), Minecraft (2011), and GTAV (2013), keep millions of players returning every day even though most weren’t even launched in this decade. The loyalty and dedicated communities these games attract have resulted in many seeing them as much more than just games. They have grown into platforms and brands of their own where people come together to not only play but to hang out, express themselves, become part of niche communities, consume media, and learn.

Few brands achieve the level of loyalty these games have inspired. However, we’re beginning to see evidence that intrinsic in-game advertising (IIGA) is allowing brands to tap into the loyalty that players have for their favorite games by naturally becoming part of the gaming experience and meeting them in these spaces that many consider their digital homes.

The Power of In-Game Advertising

Intrinsic in-game advertising allows brands to integrate their messages seamlessly into the gaming experience. This method serves a dual purpose: it promotes the brand while enhancing the gaming experience for players. Now, evidence suggests that they can leverage player loyalty by becoming part of the game.

Anzu’s recent research with Happydemics found that in-game ads scored 11 points higher than the online media benchmark for brand identification. This shows that players can identify the brand behind the ad more effectively than other digital advertising channels. The research also showed that IIGA outperformed traditional display and video ads and matched CTV advertising in brand reputation uplift.

In addition, Anzu’s in-game ad report found that 7 in 10 gamers feel positive or neutral towards in-game advertising, and 50% aged 25-44 said it enhances their gaming experience. Half of the respondents also said it’s important to see their favorite brands in the games they play.
This boost in brand metrics is also evident across many of the campaigns Anzu has run with brands from various industries.

• Sony saw a 42pt lift in brand image and a 35pt lift in brand consideration, as reported by Happydemics, for an in-game campaign promoting its new headphones.
• Tommy Hilfiger saw a 20pt lift in brand favorability and a 24pt lift in brand recommendation, as reported by Comscore, for an in-game campaign promoting its clothing line.
• Vodafone saw a 20 lift in brand consideration, as reported by AudienceProject, for an in-game campaign promoting its fast internet speeds.

Exploring In-Game Strategies

The above brands have made gaming a significant part of their ongoing marketing budgets, consistently reaping the rewards. It’s crucial to understand that gaming isn’t a one-time effort; to fully harness its potential, a strategy requires a sustained presence. Depending on your campaign goals, there are now various approaches you can take to maintain consistent engagement and brand visibility, ultimately strengthening brand loyalty. These range from light-touch activations like tweaking existing creatives and bringing them into the gaming world through intrinsic in-game ad placements to more in-depth custom approaches.

One example is incorporating elements of the game you’re advertising in into your creatives across other channels. For instance, if you’re advertising in a racing game, featuring cars or racers in your ad creatives for social media and the web. This approach creates a cohesive brand experience across platforms, further aligning your brand with the game and the loyalty players have for it.

Another angle is engaging in sponsorships or collaborations with different games to create unique experiences, like limited-time events or exclusive in-game items or maps. Many brands have begun aligning their campaigns with in-game seasonal updates to leverage the uptick in player activity while naturally connecting with them via messaging that matches the game’s look and feel, further amplifying their messages. A great example of this was seen during this year’s summer of sports, which saw many games release updates tied to the Olympics, the Euros, and Wimbledon, offering brands a chance to tap into the excitement and become part of the buzz around these events.

The great thing about gaming is that every game is different, and each one attracts a unique and diverse audience. Choosing the right games to align your brand with is incredibly important, and this means understanding the audience, including how and why they play. By ensuring your brand aligns with the player’s interests and values, you can create a more meaningful and impactful connection. This can lead to increased brand loyalty, better brand recall, and, ultimately, more effective advertising.

Looking Ahead

Brands that seamlessly integrate into gaming culture can forge authentic connections with their audiences. Players increasingly expect brands to enhance their gaming experiences, not just advertise within them. By embracing in-game advertising, you can tap into the strong loyalty players have for their favorite games, creating a sense of authenticity and trust. This approach not only helps you stand out but also leaves a lasting impact. As the gaming industry evolves, the opportunity to leverage player loyalty and enrich the gaming experience will expand, making in-game advertising an invaluable strategy for building meaningful, long-lasting connections.