Video game ads are a powerful tool for marketers to reach Young Americans, according to a new Study by YouGov that closely examined the spending habits of 13 - to 17-year-olds.
Social media is still the primary channel for marketers. Thirty-nine percent of young Americans said ads on platforms like TikTok and Instagram caught their attention. However, boys were significantly less likely than girls to be attracted to social media ads (28% vs 51%) and more than three times as likely as girls to be attracted to game ads (24% vs 7%). These two channels are far ahead of online advertising (7%), billboards (3%) and movies (3%). Boys were also twice as likely as girls to be attracted to ads on Twitch (4 per cent vs 2 per cent).
In-game ads may include interstitials in free mobile games, native in-game ads (such as sports game sponsorships), or on-screen banner ads that do not affect the game.
"Minecraft" remains the most popular game among young Americans, with more than half of teen gamers having played it in the past six months. Sandbox games are more popular with boys (59% vs. 51% for girls). Half of teen gamers (52%) also played "Among Us," an online social mystery game, and it was more popular Among girls (63% vs. 46%).
In the case of Minecraft, branding is largely forbidden, but brands can communicate with this audience via live streaming. The data also showed that two-thirds (66%) of teens using Gaming streaming services had visited YouTube Gaming, 53% had visited Twitch, and 42% had used Discord in the past six months.