At Semetis, we constantly explore innovative ways to help our clients connect with their audiences. Recently, we ventured into In-Game Advertising (IGA) for the first time in partnership with Azerion. Gaming has rapidly become one of the most popular pastimes in Belgium, with 47% of the population actively playing video games, particularly Gen Z and Millennials, who spend 6 to 7 hours per week gaming. This trend provided the perfect opportunity to engage a highly relevant audience in an immersive environment.
As the campaign was focused on back-to-school, we targeted students, a demographic that is heavily involved in casual gaming. Azerion’s gaming network offered us access to over 6 million unique users in Belgium, many of whom are in the age bracket we wanted to target. This alignment allowed us to engage students when they were most likely to be in a receptive state—relaxing and unwinding with a casual game during the busy back-to-school period.
Why advertisers should invest in In-Game Advertising
In-Game Advertising offers a non-intrusive yet highly impactful way to capture user attention. Unlike traditional advertising, where viewers are often distracted by multiple screens or tasks, in-game ads like rewarded video ads or in-game displays provide a focused environment. For example, rewarded video ads offer value in exchange for engagement, boasting impressive completion rates of up to 95%, ensuring that users not only see but also interact with the content.
In our campaign, students engaged with ads in a positive, relaxed environment, with 92% of casual gamers using gaming to escape negativity. This fosters positive brand associations and deeper engagement.
Moreover, gaming offers a brand-safe environment free from ad blockers, unlike many other digital platforms. With the digital space becoming increasingly saturated, IGA offers brands a unique opportunity to stand out in an immersive and enjoyable setting.
Our first In-Game Advertising campaign was a success; we reached a large share of young people in an immersive environment, allowing us to capture their attention and increase brand awareness. At Semetis, we are convinced of the power of In-Game and the potential, through this non-traditional route, to build strong brand relationships with future generations.
Laura Rooseleer
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