AdTech heavyweight iion has announced it’s next step in redefining the relationship between monetisation and advertising with its immersiion platform. A self-serve advertising platform that’s purpose-built for the gaming ecosystem, immersiion will reach audience segments across all gaming environments.

immersiion provides advertisers the power to select the best games to reach audiences, design and send creative options that appeal to their customers and deliver appropriate personalised messages. Using its time-saving campaign builder immersiion will look to revolutionise the way brands connect with audiences in any given gaming environment.

The Context

In-Game Advertising (IGA): Global Market Report 2022 has found that video game usage has increased by 75% since 2020, with an increased demand for interactive games. The post-pandemic boost in in-game ad revenue from in-game advertising is predicted to increase through 2027. The gaming market is forecast to reach half a trillion AUD (339billion USD) by 2027.

The IGA Global Market Report has indicated there is no one global solution for getting the most revenue out of in-game advertising. But, iion’s immersiion platform delivers a hybrid option for advertisers and developers. immersiion provides stakeholders the ability scale mobile gaming revenue via a custom, combined strategy of in-game, around-the-game and away-from-the-game environment advertising.

• 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, 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.

The conclusion, a hybrid strategy which while not disrupting the user journey, engages the user with a brand in a fun innovative way.

iion Co-Founder Giuseppe Martoriello explained the step, saying “for advertisers, the exponential rise in the gaming community represents a massive opportunity,” continuing “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 entire new channel that is comparable to online and TV – but more fun and innovative.”

Speaking of the ability run campaigns across all gaming environments (mobile, PC, console) in video and audio formats Martoriello added “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.”

immersiion Mission Statement

The ability to capture all audience types across all IAB gaming environments is achieved via its proprietary suite of buying and selling game-tech, which it uses to power brands, enabling them to reach an estimated three billion-plus highly engaged gamers globally. Providing access to the new ‘advertising audience superpower.’

In a press release on November 23^rd iion set out the fundamental goals of immersiion.

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

immersiion leverages display, audio and video channels to target gaming, and gaming alone. Marketers and advertisers will have the ability to “target inventory down to the ad-unit level.”

“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.” Said iion Co-Founder Sanjaya Molligoda.

Molligoda continued “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, select 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 Wout van Damme added “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.”

Damme continued “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.”

About iion

iion is a leading advertising and monetization platform reaching audiences across all gaming environments. Founded in 2019 by Giuseppe Martoriello, Sanjaya Molligoda and Wout van Damme, iion now has offices across South East Asia, Europe and the Middle East and is trusted by over 200 publishers in more than 50 different countries.

About imersiion

immersiion prioritizes achieving maximum ROI through a completely automated experience. Users of immersiion can launch, track KPIs and optimize seamlessly. With no need for creative technical experience. The immersiion platform ad creator feeds on words and colours to produce appropriate and on-brand creatives. With real-time analytics painting a holistic picture of ad campaigns to allow for tracking at ease.

The immersiion platform offers a comprehensive media ad builder that helps advertisers ideate, build and execute campaigns. Its unique ad builder ensures delivery a unique user experience improving user retention and higher conversions, fuelling brand engagement and growth.