Gameloft For Brands Releases New Industry Whitepaper “THE MARKETING ROI IN GAMING The Positive Impact Of Gaming For Brands”
This Gameloft for Brands study aims to provide new KPIs to help brands assess marketing ROI when implementing game-based activations.
PARIS, FRANCE – March 21, 2023 – Gameloft, a leading provider of gaming experiences for brands, today announced the launch of a new white paper titled “ROI IN GAME MARKETING: The Positive Impact of Games on Brands”. The report, presented at this year's IAB PlayFronts in New York, introduces an entirely new methodology and KPIs for measuring game performance and understanding how it compares to digital and traditional media.
Video games live by their own rules and are the only medium in which the user actively participates in creating their own experience, attracting strong attention and involvement. By creating positive emotions, games offer brands a unique "positive moment" to engage their audience, which greatly influences brand appeal, which in turn creates intimacy and love. We call it "brand attraction factor."
For brands, Gameloft has used an approach inspired by the RCQ* (Reach, Cost and Quality) methodology to define a new KPI that takes into account the quality of the game moment.
Called the Gameloft Quality Score, it aims to measure the effectiveness of a certain advertising campaign by analyzing the synergy between the quality of the context in which the campaign is carried out and the creative resources used to deliver it. It does this using traditional presence and engagement metrics that marketers are familiar with.
“It's important to understand the relationship between the contextual environment of the campaign and the performance of the ad. In terms of brands, our experience at Gameloft gives us a clear understanding of how in-game context affects how a player processes an ad featured in a video game and allows us to more effectively measure its impact on likeability and ROI. ”, says Alexander Tan. Executive Vice President of Advertising and Brand Partnerships at Gameloft “With the Gameloft Quality Scale, brands can now more accurately measure marketing ROI”, concludes Alexander Tan.
Gameloft's white paper for brands "Game Marketing Return On Investment" is available here.
For more information about Gameloft for Brands, please visit this link: https://www.gameloft.com/for-brands/
* The RCQ (Rate, Price, Quality) methodology was first published by Dr. )
Gameloft information for brands
For brands, Gameloft offers cutting-edge gaming and advertising solutions to help brands better connect with their audiences. With interactive content and immersive experiences powered by an extensive network of in-game media, Gameloft uses its years of gaming experience to effectively engage people with an unprecedented level of transparency and security. As for brands, Gameloft has received the TAG Anti-Fraud Seal and adheres to MOAT standards. To date, more than 10,000 campaigns have been launched in more than 40 countries for brands such as Gameloft Air France, Coca-Cola®, Ferrero, Ford, FOX™, Automobili Lamborghini, ING, Netflix, Procter & Gamble, Samsung and LEGO. . in countries around the world (North America, Latin America, Middle East, Africa, Europe, Asia, etc.) and our work has been recognized with more than 50 awards from marketing organizations.
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