Ad Tech Is Running Wild in a Bid to Target More Gamers

Advertising is a lucrative industry, with examples like a $7 million 30-second ad spot during the Super Bowl showcasing the high costs involved. Gaming and esports are also part of this trend, with tech companies targeting gamers with new ad-based opportunities that are raising eyebrows in the industry.

Discover the latest tech transformations that are reshaping how ads are presented to audiences.

Revolutionizing Ads

A recent find by Lowpass revealed Roku’s pending patent for a unique ad technology called ‘HDMI Customised Ad Insertion’. This tech would allow Roku smart TVs to insert ads based on static HDMI inputs, targeting key audiences like gamers who might have paused their game. Roku has seen success in ad sales, generating profits of nearly $1.6 billion through ads and services.

Roku has been strategic in advertising, introducing the ‘Roku City’ screensaver system for brands to showcase their logos. However, this feature currently doesn’t work when a device is actively using an HDMI port.

Gamer Backlash

Recent news about Discord potentially hosting ads on its platform has sparked controversy among gamers. Discord, a popular communication platform among gamers, plans to introduce ad-supported content, causing some to feel betrayed. Discord aims to hire ad-sales personnel to push data-driven ad campaigns on the platform, a move that has divided opinions.

Discord’s ads will take the form of sponsored quests offered to game developers to promote their games to users, potentially earning developers revenue. Speculations suggest Discord’s ‘Nitro’ paid service could offer an ad-free experience in-app.

Ad Trends

Advertisements in gaming have been a longstanding practice, with brands partnering with developers to incorporate ads into games and platforms. From subtle integrations to more overt approaches, the gaming community has seen it all.

With over 2 billion gamers globally, brands are reshaping their advertising strategies to appeal to this diverse audience. The rising popularity of gaming presents lucrative opportunities for targeted ads across different platforms.

Mobile games currently dominate the in-game advertising space, but the industry is evolving to incorporate ads in console and PC games. Companies, like Overwolf, are engaging gamers with relevant ad spots, while brands in esports leagues strategically place ads within games without disrupting gameplay.

If advertisers become too intrusive, gamers may push back against these advertising tactics.

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