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Hershey Says “Game On!” As Intrinsic In-Game Ad Campaign Doubles Industry Standard for Mobile Ad Recall and Boosts Brand Likeness
GumGum, a contextual-first, global digital advertising platform, with Frameplay, the global leader in enabling intrinsic in-game advertising, announced their partnership in June of this year to provide brands and agencies with scalable, creative advertising units that are privacy-forward, contextually relevant, brand safe, and non-disruptive. Today, the two platforms announced the successful results of their intrinsic in-game advertising campaign for Hershey’s OH HENRY! candy bar.
Hershey is an early adopter of the critical in-game environment to reach audiences and consumers across mobile with non-intrusive ads that blend seamlessly into a gamer’s experience. Together with GumGum, Frameplay served OH HENRY! ad creative within premium sports, simulation, racing, and casual games by targeting audiences over 18 in a six-week campaign and exceeded original goals set by Hershey. Hershey saw success across major categories like fit as a game sponsor (13.3 points), likeness of the brand’s sponsorship of games (+18 points) and mobile ad recall (+15.9 points) – twice as high as the industry average and standard.
“There are at least 2.5 billion gamers who are immersed in virtual worlds where no ads are present and at Hershey, we wanted to find a way to reach these consumers without disrupting the gaming experience,” said Susanne Hartkorn, Associate Marketing Manager, OH HENRY! at The Hershey Company. “By partnering with GumGum and Frameplay, we were able to test out intrinsic in-game advertising and found that the key to success is optimising the creative and making the ad as immersive as possible. This campaign unlocked a whole new segment of customers and based on the results, we see intrinsic in-game advertising as an important strategy to meet new audiences where they are as we enter 2023.”
GumGum and Frameplay utilised Comscore to measure overall campaign performance through a brand lift study. The results of the study not only show the efficacy of intrinsic in-game advertising from a brand awareness perspective, but also proved that ads that contextually align with their environments have a positive impact on the gamer, which results in an increase in purchase intent. This also further proves that aligning ads with the environment and meeting people when they are in the right frame of mind is key to garnering attention today and in the future.
Other notable results from the campaign include:
- 21,870,161 delivered impressions
- 6.9 point lift in “likely to purchase OH HENRY!”
- “Satisfies My Hunger” saw a 7.6 point lift after a user viewed a GumGum ad
- “Provides a Boost of Energy” saw an 8.4 point lift as users directly correlated OH HENRY! with high energy
“In-game advertising is here and it’s here to stay, offering brands the opportunity to reach gamers during the 3 billion hours of gaming played across the world,” said GumGum CEO Phil Schraeder. “Our goal with Frameplay was to help Hershey start to understand how to deliver immersive and contextually relevant advertising that optimises creative in a non-disruptive way and the results prove what we’ve been saying for years. Context and creative must be an integral part to advertising strategies that will result in increased attention, boost brand favorability and ultimately change how people view digital advertising all together.”
“The gaming audience is larger than all of the top streaming sites combined, which underscores how critical in-game advertising is for brands. It’s clear that by combining Frameplay’s platform of engaged audiences with GumGum’s high-impact ad products, advertisers can be extremely successful in reaching consumers within cinematic and interactive video games,” said Jonathon Troughton, Chief Executive Officer at Frameplay. “The early success of this campaign is crucial because it shows how intrinsic in-game advertising paves the way for both time and attention without distracting the player from the environment itself.”
Both GumGum and Frameplay will continue to pilot intrinsic in-game advertising with brands to understand the power and impact of gaming on digital advertising throughout the rest of 2022 and will be publishing more insights and results in upcoming months. GumGum will be making contextually relevant, intrinsic in-game ad units widely available for brands and agencies globally in the first half of 2023.
ELA Games, an innovative game development studio, announces that its representatives will participate in panel discussions to share industry insights at the upcoming SBC Summit Malta on June 11, 2025, at the Casino Innovation stage.
2:00 – 2:45 pm: The Art of the Sequel: Balancing Innovation, Success, and Influencer Impact on Gaming Audiences
This panel discusses how sequels are a key tool for studios to refresh content and develop existing player relationships. Yaroslav Soloshenko, Business Development Team Lead, will highlight ELA Games’ approach to creating recognisable and memorable series while capitalising on success and positive momentum. Additionally, he’ll discuss the studio’s philosophy regarding creativity and game development.
3:45 – 4:30 pm: Platforms and Aggregators: Catalysts or Constraints in the Gaming Industry’s Future?
Marharyta Yerina, Managing Director, will take part in a panel discussion on the financial and business side of iGaming. Specifically, she will cover the relationship between game studios, content aggregators and platforms. She will provide key insights on the finances of these partnerships and how studios can utilise the increased reach these platforms provide to focus on innovation.
The post ELA Games to Share Insights During Two Panel Discussions at the SBC Summit Malta appeared first on European Gaming Industry News.
REEVO, the cutting-edge B2B content and aggregation platform, has announced an exciting new partnership with SpinLogic, a leading game provider known for its thrilling slots, table and card games, and video poker experiences.
Through this collaboration, REEVO’s partners will now have instant access to SpinLogic’s entire game portfolio, featuring player-favourites like Mask of the Golden Sphinx, The Cash is Right and Spicy Reels Fiesta, blockbuster titles that are set to capture even more players globally.
Since its launch in 1998, in partnership with RealTime Gaming, SpinLogic has developed a robust catalogue of over 300 high-performing games, continuously releasing new titles every month. This rich and diverse library will now be available through REEVO’s dynamic aggregation platform, further enhancing the gaming choices available to operators and players alike.
By teaming up with REEVO, SpinLogic will also leverage a suite of innovative gaming solutions and advanced technologies, ensuring it remains at the forefront of the ever-evolving iGaming landscape. REEVO’s relentless focus on empowering partners with best-in-class tools, seamless integrations and next-generation capabilities means that SpinLogic is perfectly positioned for an exciting new phase of growth and innovation.
Adrian Ploscaru, Account Manager at SpinLogic, said: “This partnership opens up new avenues for innovation and enhances our ability to deliver top gaming experiences. We believe that working with REEVO will elevate our offering and strengthen our position in the industry. Together, we are committed to understanding and meeting the needs of our players.”
Daniel Cuc, Head of Account Management at REEVO, said: “We are proud to welcome SpinLogic to the REEVO family. Their proven track record of delivering standout gaming content perfectly aligns with our mission to offer operators nothing but the best. Together, we will push boundaries and create exceptional opportunities for innovation, growth, and player engagement.”
The post REEVO Announces New Partnership with SpinLogic appeared first on European Gaming Industry News.
CT Interactive’s premium gaming content is now officially live on Sazka.
This strategic launch underscores CT Interactive’s commitment to international growth and reinforces its presence in Central Europe. Czech players now have access to a curated selection of 20 of our most popular slot titles, including fan favourites such as Pick the Pig and Brilliants on Fire. These games have consistently delivered outstanding performance across multiple markets, thanks to their engaging gameplay and superior design quality.
Following the successful certification of the game portfolio including CT Interactive signature jackpots for the Czech market, players can now enjoy a rich and diverse gaming experience tailored specifically to their preferences. Hot Luck is a three-level interactive jackpot system that blends random rewards with player engagement. It boosts excitement, extends session duration and elevates overall gameplay.
Monika Zlateva, Chief Commercial Officer at CT Interactive said: “We are excited to join forces with Sazka, a brand with a strong reputation and a solid market presence in the Czech Republic. This strategic partnership reflects our commitment to expanding CT Interactive’s presence globally and delivering premium gaming experiences to an even broader audience.”
“We’re pleased to welcome CT Interactive’s portfolio to our games selection. Their certified games enhance the range and variety of entertainment we provide, and we’re confident our customers will enjoy them. This partnership reflects our goal to continuously expand and innovate our gaming content,” said Jašek Michal, Casino Operations Manager of Sazka.
The post CT Interactive Goes Live on Sazka appeared first on European Gaming Industry News.
ELA Games to Share Insights During Two Panel Discussions at the SBC Summit Malta
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