iion launches ‘immersiion’ – the First Advertising Platform, Purpose-Built To Reach Audience Segments Across All Gaming Environments

iion, the global adtech company that’s redefining monetization and advertising for gaming, today debuts immersiion, a first-of-its-kind self-serve advertising platform that’s purpose-built for the gaming ecosystem. With its time-saving campaign builder, immersiion is redefining the way brands connect with their audiences in any gaming environment at scale.

Immersion is the first platform to develop in-game advertising by allowing brands to find their target audience in all game environments. With Immersiion, advertisers can choose the right game to reach their audience, create and deliver creative options that speak their customers’ languages, and deliver language-relevant personalized messages. scene.

The end result is an enjoyable experience for the brand’s audience to engage with ad campaigns without disrupting gameplay.

There is ample evidence that gambling is a booming industry, emerging as a mainstream form of socialization and entertainment, appealing to a wide range of ages and genders. According to a report by the Entertainment Software Association (ESA), the average age of gamers in 2022 is 31.

The age group with the largest number of players is from 18 to 34 years old, accounting for 38%. Then there are those under the age of 18, with 20%. And gamers over 65 make up 7%, making them the least popular age group. Interestingly, female gamers are on the rise, currently accounting for about 45% of the global gaming population.

According to In-Game Advertising (IGA):

According to the Global Market Report 2022, the use of video games has increased by 75% and the demand for interactive games has also skyrocketed since the pandemic. Additionally, almost every game genre has seen an increase in in-game ad revenue over the past few years, and this revenue is expected to grow even further through 2027. Valued $198.4 billion in 2021, the games market is expected to reach a value of $339 billion by 2027, reaching a CAGR of 8.94% between 2022-2027, according to a new report.

Although the global IGA market report indicates that there is no universally applicable formula to maximize IGA revenue, iion has responded with an innovative matching strategy. By combining game environments in-game, around-game, and out-of-game (official game environments according to IAB), iion’s inclusion platform enables developers and advertisers to increase revenue and capture their mobile game with a personalized approach. adaptive approach.

• In-game: Non-intrusive advertising solutions that blend in-game for an optimal gaming experience.
• Around the game: Advertising opportunities are made available during a gaming experience, but not directly within the gameplay itself. Some examples of this include banners, interstitials and playable or rewarded videos.
• Away from the game: Reaching gamers in the omnipresent ecosystem outside of gameplay where they consume gaming news, streaming and content marketing.

“For advertisers, the exponential rise in the gaming community represents a massive opportunity,”

“As the first-ever advertising platform that connects game publishers and brands through a holistic targeting experience within all IAB-defined gaming environments, immersiion provides brands with an entirely new channel that is comparable to online and TV – but more fun and innovative.”

“We’re excited that immersion is the first platform to really scale in-game advertising – where you can run innovative types of campaigns across Mobile, PC and Console Games with Display, Video and Audio formats.”

“The latest research shows that gamers spend twice as much time watching intrinsic in-game ads than on other digital channels. Gaming viewers are in front of the screen with 100% attention on the screen. You won’t find that opportunity anywhere else in today’s digital environment.”

iion Co-Founder Giuseppe Martoriello.

Gaming and the new ‘advertising audience superpower’

Intelligent inclusion allows it to capture every type of audience segment imaginable in any IAB game environment. This is achieved through a suite of proprietary game technology buying and selling, which they use to power brands, allowing them to reach approximately three billion highly engaged players globally.

With inclusion, brands around the world have the opportunity to reach extremely close to the end consumer – the audience for engagement and entertainment – ​​with authentic, contextually relevant and personalized messages. impersonal.

Helping brands navigate complex gaming environments

The first game advertising platform of its kind, immersiion:

• Offers advertising solutions catered to the entire gaming ecosystem, including in-game ads at scale across mobile, PC, console, cloud and e-sports across display, video and audio formats
• Is the only platform to target all 3 IAB gaming environments (in the game, around the game and away from the game)
• Targets any audience segment + contextually relevant placement across those environments
• Enables advertisers to create engaging standard, rich media and video creative ads seamlessly inside the same platform, A/B test creative
• Provides near real-time reporting to measure reach and performance metrics and automatically blacklist individual games/apps/websites, if not hitting target metrics/parameters
• Targets all 3 media types (display, audio and video) inside its holistic game-tech platform

And unlike other gaming platforms, with Immersion there is no barrier to entry. The platform is designed specifically for games and just for games, and advertisers and marketers can target inventory down to the ad unit level.

With over 264 million users profiled in APAC and growing across all platforms, immersiion is also the only advertising platform to target mobile, PC, console, cloud and physical media e-sports.

“IGA is one of the most rapidly expanding fields of marketing today. It helps brands to communicate with their target market, building familiarity with those who play these games. And this growth rate is the direct result of the adoption of digital transformation technologies worldwide, the popularity of mobile gaming and increasing strategic alliances among game developers and advertisers.

“We are excited to debut immersiion to the market. It offers brands a new and exciting way to create meaningful connections, find their audience in all gaming environments, selects the right games to reach them, serve rich creative options to speak in their language and deliver the right message in the relevant context.”

iion Co-Founder Sanjaya Molligoda.

 

“Due to the crowded and complex nature of the gaming world and its position in this booming sector, brands need a solution that’s backed by significant experience and industry know-how to best navigate the dynamic gaming landscape.

Brands need new innovative ways to connect with their target audience, beyond traditional media. Gaming is that new channel that helps advertisers and consumers to connect while the audience is wearing the gamers’ hat.”

“At iion, we understand these dynamics and don’t just connect brands to gamers, we connect them to their target audience when they are playing their favourite game and their focus and brand recollection is high. We also have a robust partner network to help move brands forward, supporting them every step of the way along their journey.”

iion Co-Founder Wout van Damme.

immersiion provides a fully automated experience through which users can seamlessly launch ad campaigns, track key performance metrics, and optimize their campaigns for maximum ROI. multi. Through brand awareness, performance, and predictability, inclusion helps advertisers achieve scalable growth.

Immersion Advertising Platform offers a comprehensive multimedia ad generator that makes it easy for advertisers to design, create and execute campaigns. Its unique ad builder ensures ads deliver a unique experience, helping to retain users longer and convert more, driving engagement and brand growth.

Immersion also requires no creative technical expertise. With its ad creation tool, brands can work their magic with just words and colors, while the platform does the rest. And real-time analytics means brands receive detailed reports that paint the overall picture of their ad campaigns. Importantly, immersiion also provides peace of mind with ad fraud detection, ensuring brands are immediately alerted to any malicious activity.

Founded in 2019, iion is committed to growing globally while adhering to the highest industry standards available, with trusted partners such as IAB, TAG and Pixalate. iion is proud to be a partner of game publishers such as Games2win, Suji Games and Game Jam. Determined to take responsibility for its impact on the environment, by 2022, iion has partnered with Trace to become carbon neutral and remains committed to the net-free initiative.

Trusted by over 200 publishers in over 50 countries, iion is the leading advertising and monetization platform reaching audience segments across all gaming environments. Founded in 2019 with a mission to redefine monetization and advertising for games, iion has offices in Australia, India, Indonesia, Malaysia, Netherlands, Portugal, Philippines, Singapore, Turkey, United Kingdom and Vietnam.