iion, the global adtech company redefining gaming monetization and advertising, today launched immersiion, the first-of-its-kind self-service advertising platform built specifically for the gaming ecosystem. With a time-saving campaign builder, immersiion redefines how brands connect with their audiences in any large-scale gaming environment.
Immersiion is the first platform to scale in-game advertising, enabling brands to find their target audience across all gaming environments. With immersion, advertisers can choose the right games to reach their audiences, create and share rich creative options that speak the language of their customers and deliver contextually tailored, personalized messages.
The end result is an enjoyable experience for the brand’s audience, who can engage with ad campaigns without disrupting the game.
There is plenty of evidence that gaming is a booming industry, emerging as the dominant form of socialization and recreation, attracting people of all ages and genders. According to a report by the Entertainment Software Association (ESA), the average age of a gamer in 2022 is 31 years old. The age group representing the largest number of gamers are those aged 18 to 34, accounting for 38%. Next on the list are people under 18, with 20%. And gamers over the age of 65 account for 7%, making them the least common age group. Interestingly, the number of women gamers is growing, and they currently make up about 45% of the world’s gamer population.
According to In-Game Advertising (IGA): Global Market Report 2022, the use of video games has increased by 75%, and the demand for interactive games has also skyrocketed since the pandemic. Moreover, almost all gaming genres have seen an increase in in-game ad revenue over the last two years and it is projected to continue growing until 2027. The gaming market, valued at A$296 billion in 2021, is expected to will reach AU$507.5 billion by 2027, recording a CAGR of 8.94% from 2022 to 2027, according to a new report.
While the IGA Global Market Report indicates that there is no one-size-fits-all way to maximize IGA revenue, iion has responded with an innovative hybrid strategy. Combining “in-game, around-game and out-of-game gaming environments” (official gaming environments according to IAB), iion’s immersive platform enables developers and advertisers to scale mobile gaming revenue with a customized approach.
In-Game: Non-intrusive advertising solutions that connect to the game for an optimal gaming experience.
Around the game: Advertising opportunities are provided during the game, but not directly in the game itself. Some examples include banners, interstitials, playable videos, or rewarded videos.
Away from the game: Reaching gamers in a ubiquitous ecosystem beyond gaming where they consume gaming news, streaming and content marketing.
Giuseppe Martoriello, co-founder of iion, says: “For advertisers, the exponential growth of the gaming community represents a huge opportunity. As the first advertising platform that connects game publishers and brands through holistic targeting across all IAB-defined gaming environments, immersiion provides brands with a whole new channel that is comparable to the web and TV – but more fun and innovative.
“We’re thrilled that immersion is the first platform that truly scales in-game advertising – allowing you to run innovative types of campaigns across mobile, PC and console games in display, video and audio formats.
“Recent research shows that gamers spend twice as much time watching in-game ads than on other digital channels. Game viewers are in front of the screen with 100% attention focused on the screen. In today’s digital environment, you won’t find this opportunity anywhere else.”
The first gaming advertising platform of its kind, immersiion:
Offers advertising solutions for the entire gaming ecosystem, including large-scale in-game advertising for mobile, PC, console, cloud and esports in display, video and audio formats
Is the only platform targeting all 3 IAB gaming environments (in-game, around-game and out-of-game)
Targets any audience segment + contextually relevant placement within those environments
Allows advertisers to seamlessly create compelling standard, rich media and video ads on the same platform and build creatives for A/B testing
Provides near-real-time reporting to measure reach and performance metrics and automatically blacklist individual games/apps/websites if they fall short of target metrics/parameters
It targets all 3 types of media (display, audio and video) within its holistic gaming platform
And unlike other gaming platforms, there are no barriers to entry with immersion. The platform is for games and gaming only, and advertisers and marketers can target inventory right down to the ad unit level.
Says Sanjaya Molligoda, co-founder of iion: “IGA is one of the fastest growing fields in marketing today. It helps brands communicate with their target market by building familiarity with those who play these games. And this rate of growth is a direct result of the global adoption of digital transformation technologies, the popularity of mobile gaming, and growing strategic alliances between game developers and advertisers.
“We are excited about the debut of immersion on the market. It offers brands a new and exciting way to create meaningful connections, find audiences in all gaming environments, select the right games to reach them, provide rich creative options to speak their language and deliver the right message in the right context.”
Says Wout van Damme, co-founder of iion: “Due to the crowded and complex nature of the gaming world and its position in this booming sector, brands need a solution backed by significant experience and industry knowledge to best navigate the dynamic gaming landscape.
“Brands need new, innovative ways to connect with their target audience beyond traditional media. Gaming is a new channel that helps advertisers and consumers connect while the audience wears a gamer hat.
“At iion, we understand this dynamic and not only connect brands to players, but connect them to their target audience when they play their favorite game and their brand concentration and memory are high. We also have a solid network of partners to help grow brands by supporting them at every stage of their journey.”
Founded in 2019, iion is committed to growing globally while meeting the highest industry standards available, with trusted partners such as IAB, TAG and Pixalate. iion is a proud partner of game publishers such as Games2win, Suji Games and Game Jam. Seeking to take responsibility for its environmental impact, in 2022 iion partnered with trace to become carbon neutral and remains committed to the net zero emissions initiative.