Connect with us
MARE BALTICUM Gaming & TECH Summit 2024

Latest News

Hershey Says “Game On!” As Intrinsic In-Game Ad Campaign Doubles Industry Standard for Mobile Ad Recall and Boosts Brand Likeness

Published

on

Reading Time: 3 minutes

 

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.”

Advertisement

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. 

Advertisement
Continue Reading
Advertisement

Choctaw Casinos & Resorts

Low6 partners with Choctaw Casinos & Resorts to deliver new interactive game

Published

on

low6-partners-with-choctaw-casinos-&-resorts-to-deliver-new-interactive-game

 

Low6, the leading gamification innovator, has announced its latest free-to-play partnership with Choctaw Casinos & Resorts by launching Choctaw T-Box, an interactive mobile game for the Invited Celebrity Classic held at Las Colinas Country Club in Irving, Texas, April 19 – 21.

Designed to engage with golf fans throughout the tournament, the unique second screen experience combines an innovative twist to a much-loved game with the thrill of prize draws.

“Choctaw Casinos & Resorts is committed to engaging and entertaining fans in innovative ways,” said Erica Kosemund, senior director of gaming brand and partnerships for Choctaw Casinos & Resorts. “The free-to-play Choctaw T-Box game will give fans an added level of interaction at the Invited Celebrity Classic. Low6 has a track record of delivering first-in-class engaging content and we found them to be a perfect fit for the environment we are looking to achieve.”

Players are issued a 25-squared T-Box card with each square randomised with a different event that may occur at the tournament e.g. “Mardy Fish scores 4 Birdies”. Should the event occur during play, the square is won and players can earn more entries into a Prize Draw with the more squares they win. A single line (5 squares in a row/column/diagonal) is worth 5 bonus entries, a T-shape (top row and centre column) is worth 25 bonus entries and a blackout (all 25 squares) is worth 50 bonus entries.

Advertisement

Fans playing Choctaw T-Box will have a chance to win prizes at the end of each day. Prizes include a package valued at $750 that includes a two-night stay at Choctaw Casino & Resort – Durant, as well as $250 in resort credit. Players can also win $250 in free play. Players must be members of the Choctaw Rewards Club to claim prizes.

Jamie Mitchell, CEO of Low6, said: “We are incredibly excited with the launch of Choctaw T-Box at the Invited Celebrity Classic. It’s a classic game with a unique digital sporting spin that will entertain fans even more throughout the tournament. Our innovative white label product allows brands to successfully activate their sponsorships at sporting events and can be fully customised across any sport.”

Continue Reading

Jake Schmidt MTS Trader at OpenBet

OpenBet: Inside the Rise in Wagering on Women’s March Madness

Published

on

openbet:-inside-the-rise-in-wagering-on-women’s-march-madness

 

Wagering on women’s sports is experiencing a meteoric rise in popularity, according to the latest data provided by global sports betting company OpenBet. The excitement surrounding the NCAA’s Women’s March Madness, boosted by the ‘Caitlin Clark Effect’, has marked a sea change for a sport and competition in which the men’s game has historically dominated wagering activity.

This year, the women’s college basketball championship saw record wagers processed through the OpenBet sports betting platform, as South Carolina’s victory over Iowa it clutched the title of most watched national basketball game in five years.

The tournament’s Final Four also attracted an average of 10.8 million views per match, up more than 130% on last year and higher than the men’s game. This upward trend in recognition of women’s sport shows no sign of slowing down.

“The women’s national championship between Iowa and South Carolina was the highest wagered event of the entire tournament,” said Jake Schmidt, MTS Trader at OpenBet.

Advertisement

As interest in women’s basketball skyrockets, OpenBet is strengthening its player props offering to remain competitive and attract more bettors than ever before.

“A constituent and increasing offering of player prop markets is vital to ensuring the popularity of women’s March Madness across the sports betting landscape continues to grow,” Schmidt said.

“With different universities making the tournament each year, I believe this will continue to keep consumers engaged as it is something new each year.”

There also continues to be wider coverage of women’s sports in the US media and on TV than ever before. Iowa’s Caitlin Clark, at the age of just 22, has left a lasting impact on women’s basketball as the NCAA’s top scorer and gaining endorsements from the likes of Nike.

“This year, there were multiple high-profile players driving this increase in popularity,” said Schmidt.

Advertisement

“The media highlighted all games including key players such as USC’s Juju Watkins, South Carolina’s coach Dawn Staley and player Kamilla Cardoso, and others from LSU, UConn and Iowa Hawkeyes.”

Another reason for its increase in prominence and wagering activity is down to the length of time women typically spend at college.

“In contrast to the men’s game, female athletes generally choose to remain in college for longer before choosing to participate in the WNBA draft, allowing consumers to get to know them more and build familiarity,” said Schmidt.

OpenBet continues to deliver a robust and reliable betting engine enabling more people than ever to wager on women’s sports with confidence. As this trend continues, the award-winning provider will add further player props and sports to exceed expectations from sports bettors.

Advertisement
Continue Reading

Compliance Updates

Elys BMG Group Announces Approval for The Ugly Mug Sportsbook in Washington, DC.

Published

on

elys-bmg-group-announces-approval-for-the-ugly-mug-sportsbook-in-washington,-dc.

 

Elys BMG Group announced that The Ugly Mug in Washington D.C. has been granted provisional approval from the District of Columbia Office of Lottery and Gaming Regulation and Oversight Division (DCOLG) to open its sportsbook at 723 8th St. SE. As the fourth privately owned sportsbook venue in the District powered by Elys’ innovative Gameboard betting technology, The Ugly Mug stands as a testament to Elys’ commitment to bringing cutting-edge solutions to local businesses and sports enthusiasts.

The grand opening for The Ugly Mug sportsbook is anticipated to occur during the week of April 27th. Elys will unveil the grand opening festivities, promotions, and events as the date draws closer.

With easy access to sports wagering and a classic American menu in a relaxed setting, The Ugly Mug sportsbook is set to become a premier destination in the Navy Yard region of Washington D.C. and is another step forward for Elys becoming the leading betting technology provider for neighborhood sportsbooks in the US.

Continue Reading

Trending