If there’s an easy entry point for marketers to crack gaming, it’s usually through mobile games.
But that often comes with a tradeoff in quality – or it least has historically.
Mobile games lend themselves to ads, which gamers are used to. But the big splashy opportunities in high end console titles – think mega hits like “Call of Duty” – those cost more and are harder to execute – or so conventional wisdom holds.
Activision Blizzard is looking to change that dynamic. The company is increasingly bringing hit titles like “Duty” to multiple devices and gaming systems, which should help redefine what is considered ‘premium’ or less so for brands looking to enter gaming.
“We’re going to get to a world where the device someone plays on doesn’t matter,” said Jonathan Stringfield, PhD, VP, Global Business Research & Marketing at Activision Blizzard, in a Beet.tv video recorded at the IAB PlayFronts event in New York.
Stringfield, author of the book “Get in the Game: How to Level Up Your Business with Gaming, Esports, and Emerging Technologies” said that increasingly, particularly younger generations are looking to play their favorite games whenever and wherever they are – and expect to be able to pick up where they left off, whether they are on their phones or sitting in front of a big screen TV in the living room.
This should provide brands more access and flexibility to reach gamers via the company’s strongest titles. This should only accelerate once more games are distributed via the cloud, Stringfield said.
The key is, however, to create ads that don’t disrupt gaming experiences, and ideally enhance game play, he noted.
“First and foremost we’re a game publisher,” Stringfield said. “Ultimately we’re trying to make great experiences for our players.” That hopefully, includes great gaming advertising.