Believing that too many brands are blind buying ineffective and inappropriate ad placements, Gameloft UK has opened its ad inventory direct to marketers for the first time ever.
In the UK, Gameloft pulls in over 10 million MAU across all its titles, playing an average of 24 minutes each day.
Marketers will now be able to directly deal with Gameloft to ensure that ads placed within the company’s titles are engaging, effective and high quality.
Right place, right time
A recent study by MediaBrix found that depending on the moment a brand message is served, average engagement rates during gameplay can also be up to 543 times higher than comparable mobile formats.
Gameloft’s decision to open its premium games portfolio to advertisers in the UK will provide them with access to a full-ad inventory, an in-house creative team, and first party insight to developing ads that increase engagement.
“The demand for high impact mobile ads is growing, but until today the mobile ecosystem has lacked transparency,” said Gameloft’s country manager for the UK and Ireland, David Whitby.
“This has led to advertising that is inappropriate and out of tune with the playing experience. In choosing to open our premium games for select advertising we’re insisting that brands deal directly with us, so that they can trust that they are reaching the right audience in the right way."