{"id":3761,"date":"2024-04-18T14:47:15","date_gmt":"2024-04-18T12:47:15","guid":{"rendered":"https:\/\/bloghappydemics.wpcomstaging.com\/?p=3761"},"modified":"2026-03-13T13:07:36","modified_gmt":"2026-03-13T12:07:36","slug":"in-game-advertising-marketing-funnel","status":"publish","type":"post","link":"https:\/\/bloghappydemics.wpcomstaging.com\/en\/in-game-advertising-marketing-funnel\/","title":{"rendered":"How in-game ads unlock the marketing funnel"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3761\" class=\"elementor elementor-3761\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-601e3392 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"601e3392\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7da484fb\" data-id=\"7da484fb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f84ff37 elementor-widget elementor-widget-heading\" data-id=\"f84ff37\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Why in-game advertising is gaining ground<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-156ce1bb elementor-widget elementor-widget-text-editor\" data-id=\"156ce1bb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Unlike intrusive formats, it integrates brand messages seamlessly into the gaming environment, creating immersive, non-disruptive experiences that resonate with highly engaged audiences.<\/p><p><!-- notionvc: faf339d3-8a20-4477-8673-40c708532e06 --><\/p><p><a href=\"https:\/\/go.anzu.io\/2024-funnel-report?utm_campaign=26MAR24%20REPORT%3A%202024%20Funnel%20Report&amp;utm_source=HD%20blog%20article&amp;utm_medium=HD%20blog&amp;utm_content=HD%20article\">Research conducted with Anzu<\/a>, supported by data from Happydemics, demonstrates that in-game advertising is not just an engagement tool\u2014it is a performance driver across the entire marketing funnel.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-54aa221 elementor-widget elementor-widget-image\" data-id=\"54aa221\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img width=\"1024\" height=\"576\" src=\"https:\/\/bloghappydemics.wpcomstaging.com\/wp-content\/uploads\/2024\/04\/Anzu-Happydemics-research-1024x576.webp\" class=\"attachment-large size-large wp-image-6458\" alt=\"\" srcset=\"https:\/\/bloghappydemics.wpcomstaging.com\/wp-content\/uploads\/2024\/04\/Anzu-Happydemics-research-980x551.webp?crop=1 980w, https:\/\/bloghappydemics.wpcomstaging.com\/wp-content\/uploads\/2024\/04\/Anzu-Happydemics-research-480x270.webp?crop=1 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d7ee93b elementor-widget elementor-widget-heading\" data-id=\"d7ee93b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What makes intrinsic in-game ads so effective?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ec87fb5 elementor-widget elementor-widget-text-editor\" data-id=\"ec87fb5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Intrinsic in-game ads succeed because they become part of the entertainment itself. The secret behind their success lies in their non-disruptive nature: by becoming part of the gaming experience, these ads achieve high levels of engagement and recall without interrupting gameplay.<\/p><br>\n<p>Key benefits include:<\/p>\n<ul>\n<li><p><strong>Seamless integration:<\/strong> Blends naturally into gameplay, preserving the player experience.<\/p><\/li>\n<li><p><strong>High ad recall:<\/strong> Delivers an uplift of <strong>+13 points<\/strong> compared to the digital media average.<\/p><\/li>\n<li><p><strong>Strong brand identification:<\/strong> In-game ads are more accurately attributed to the brand, driving a <strong>+11-point uplift vs the digital media average<\/strong>, helping brands stay top of mind.<\/p><\/li>\n<li><p><strong>Deep engagement:<\/strong> Immersion strengthens memory encoding, ensuring brands are recalled long after gameplay ends.<\/p><\/li><br>\n<\/ul>\n<p>This unique combination allows advertisers to engage players meaningfully, without breaking immersion or creating resistance.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d9ec81 elementor-widget elementor-widget-heading\" data-id=\"2d9ec81\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How in-game advertising drives funnel results: awareness, consideration, conversion<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bec86ba elementor-widget elementor-widget-text-editor\" data-id=\"bec86ba\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In-game advertising drives measurable outcomes at every stage of the marketing funnel:<\/p><br>\n<ul>\n<li><p><strong>Awareness:<\/strong> Intrinsic ads deliver an <strong>ad recall uplift of +13 points<\/strong> above the digital media average. Being better memorised and more strongly linked to the brand, in-game ads excel at raising awareness.<\/p><\/li>\n<li><p><strong>Consideration:<\/strong> With a <strong>+5-point increase in purchase intent<\/strong>, they influence consumer decision-making more effectively than digital benchmarks.<\/p><\/li>\n<li><p><strong>Conversion:<\/strong> Emotional and contextual alignment within gameplay boosts readiness to act, making in-game ads a strong catalyst for sales.<\/p><\/li>\n<\/ul><br>\n<p>This positions in-game formats as more than awareness tools\u2014they deliver tangible results across the full consumer journey.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d049da elementor-widget elementor-widget-heading\" data-id=\"2d049da\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Industry use cases: auto, FMCG, telecom, luxury<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ba653b3 elementor-widget elementor-widget-text-editor\" data-id=\"ba653b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The versatility of intrinsic in-game advertising is reflected in its cross-industry performance:<\/p>\n<ul>\n<li><p><strong>Auto:<\/strong> +5 pts in ad recall versus the digital media average, helping brands remain front of mind during high-consideration purchases.<\/p><\/li>\n<li><p><strong>FMCG:<\/strong> +4 pts in purchase consideration, supporting frequent, lower-cost buying decisions in a highly competitive environment.<\/p><\/li>\n<li><p><strong>Telecom:<\/strong> +9 pts in brand identification, building strong brand connections in a crowded market.<\/p><\/li>\n<li><p><strong>Luxury:<\/strong> +4 pts in purchase intent, proving effective even in high-value, aspirational categories.<\/p><\/li>\n<\/ul><br>\n<p>From everyday goods to premium products, in-game advertising adapts to different consumer behaviours and purchase cycles.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b6a63b2 elementor-widget elementor-widget-heading\" data-id=\"b6a63b2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Mobile in-game advertising: a high-growth opportunity<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f15033 elementor-widget elementor-widget-text-editor\" data-id=\"4f15033\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>With mobile gaming reaching billions of players worldwide, the opportunity for in-game advertising on mobile platforms is accelerating. Formats such as in-race billboards, branded environments, and rewarded placements allow brands to appear in highly visible yet non-disruptive ways.<\/p><br>\n<p>Mobile in-game ads are particularly effective for performance-driven goals such as <strong>app installs, product awareness, and trial<\/strong>, making them a critical lever for marketers targeting scale and measurable impact.<\/p>\n<p><!-- notionvc: 4d730da9-00d0-4610-b87f-d533b9ae04f2 --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9d4f706 elementor-widget elementor-widget-heading\" data-id=\"9d4f706\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Strategic takeaways for omnichannel marketers<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-895fb5e elementor-widget elementor-widget-text-editor\" data-id=\"895fb5e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>For marketers looking to maximise omnichannel strategies, in-game advertising offers a set of practical advantages:<\/p><ul><li><p><strong>Blend formats:<\/strong> Combine in-game with CTV, display, and social to reinforce messages across channels.<\/p><\/li><li><p><strong>Respect the experience:<\/strong> Tailor creative to the gaming environment to maintain immersion.<\/p><\/li><li><p><strong>Measure rigorously:<\/strong> Use <a href=\"https:\/\/bloghappydemics.wpcomstaging.com\/en\/the-complete-guide-to-running-a-brand-lift-study\/\">brand lift studies<\/a> and campaign tracking to demonstrate true impact.<\/p><\/li><\/ul><p>Success lies not just in \u201cbeing in games,\u201d but in being <strong>strategic, relevant, and respectful<\/strong> of the player experience.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c144ac4 elementor-widget elementor-widget-heading\" data-id=\"c144ac4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The future of in-game advertising<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d9baa2d elementor-widget elementor-widget-text-editor\" data-id=\"d9baa2d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>As cookies decline and ad-blockers rise, the demand for engaging, future-proof formats is growing. Intrinsic in-game advertising challenges the traditional advertising paradigm by becoming part of the entertainment itself, not an interruption.<\/p><br>\n<p>With increasing adoption across industries and strong evidence of performance, in-game advertising is set to become a <strong>cornerstone of modern omnichannel strategies<\/strong>, bridging the gap between engagement and effectiveness.<\/p>\n<p><!-- notionvc: 45f199a8-3ab2-41a2-b756-d153050c8588 --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9b9d450 elementor-widget elementor-widget-heading\" data-id=\"9b9d450\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Conclusion: from player experience to purchase<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f350273 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f350273\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2b07983\" data-id=\"2b07983\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8884e04 elementor-widget elementor-widget-text-editor\" data-id=\"8884e04\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In-game advertising is proving itself as a powerful driver of full-funnel impact\u2014from awareness to purchase. By blending seamlessly into gameplay, it creates memorable, non-disruptive brand moments that lift ad recall, brand identification, and purchase intent.<\/p><br>\n<p>For marketers seeking to cut through digital saturation, the opportunity is clear: <strong>in-game advertising delivers measurable results without compromising the player experience.<\/strong> Now is the time to integrate this format into omnichannel strategies and unlock new pathways to consumer engagement.<\/p>\n<p><!-- notionvc: 0017ebd0-7d1d-4a9d-b258-4baafaf44ef3 --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0be9f7c elementor-widget elementor-widget-heading\" data-id=\"0be9f7c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Methodology of the report<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c6e3bc3 elementor-widget elementor-widget-text-editor\" data-id=\"c6e3bc3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The research is based on over 50 comprehensive analyses conducted between 2022 and 2024 by Happydemics, leveraging a database that spans 600 ad players, 60 industries, and 30 different formats. These analyses are not isolated metrics but part of a broader database normalised to establish industry benchmarks.<\/p><br>\n<p>Combined with Anzu\u2019s data from over 60 brand lift studies across regions and industries, this collaborative work brings together extensive cross-industry data with rigorous analysis to paint a comprehensive picture of how intrinsic in-game advertising stands out among digital formats. It features both qualitative and quantitative methods, ensuring findings are not only statistically significant but also strategically applicable.<\/p>\n<p>\ud83d\udc49 <a class=\"notion-link-token notion-focusable-token notion-enable-hover\" tabindex=\"0\" href=\"https:\/\/go.anzu.io\/2024-funnel-report?utm_campaign=26MAR24%20REPORT%3A%202024%20Funnel%20Report&amp;utm_source=HD%20blog%20article&amp;utm_medium=HD%20blog&amp;utm_content=HD%20article\" rel=\"noopener noreferrer\" data-token-index=\"1\"><span class=\"link-annotation-unknown-block-id--2080425017\">Access the report<\/span><\/a><!-- notionvc: 60ee13ca-6cc4-43a0-bba5-7b842eed1c31 --><\/p>\n<p><!-- notionvc: 53eadd48-b4fb-4c12-b09a-3fdf538513b0 --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>As digital channels become saturated, traditional advertising formats lose effectiveness. With consumers exposed to more ads than ever, fatigue grows\u2014making intrinsic in-game advertising a powerful alternative to capture attention.<\/p>\n","protected":false},"author":226279768,"featured_media":9244,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[6508,6443],"tags":[],"class_list":["post-3761","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-in-game-en","category-insights-trends"],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/bloghappydemics.wpcomstaging.com\/wp-content\/uploads\/2024\/04\/DTS_Rebel_Prep_Franco_Dupuy_Photos_ID10900-1.png","_links":{"self":[{"href":"https:\/\/bloghappydemics.wpcomstaging.com\/wp-json\/wp\/v2\/posts\/3761","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bloghappydemics.wpcomstaging.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bloghappydemics.wpcomstaging.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bloghappydemics.wpcomstaging.com\/wp-json\/wp\/v2\/users\/226279768"}],"replies":[{"embeddable":true,"href":"https:\/\/bloghappydemics.wpcomstaging.com\/wp-json\/wp\/v2\/comments?post=3761"}],"version-history":[{"count":80,"href":"https:\/\/bloghappydemics.wpcomstaging.com\/wp-json\/wp\/v2\/posts\/3761\/revisions"}],"predecessor-version":[{"id":9255,"href":"https:\/\/bloghappydemics.wpcomstaging.com\/wp-json\/wp\/v2\/posts\/3761\/revisions\/9255"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bloghappydemics.wpcomstaging.com\/wp-json\/wp\/v2\/media\/9244"}],"wp:attachment":[{"href":"https:\/\/bloghappydemics.wpcomstaging.com\/wp-json\/wp\/v2\/media?parent=3761"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bloghappydemics.wpcomstaging.com\/wp-json\/wp\/v2\/categories?post=3761"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bloghappydemics.wpcomstaging.com\/wp-json\/wp\/v2\/tags?post=3761"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}