The ads they make for you can be very useful in the game | Gamesight

Gamesight released their annual State of Performance Marketing Report, which provides insight into what platforms and marketing strategies are working for game studios. According to his latest findings, advanced marketing follows a synergistic approach, with different platforms offering different benefits for reaching certain audiences or keeping their interest for a long time. Gamesight report shows that finding the right marketing position can bring better financial returns than a broad strategy.

One of the takeaways from this report was the power of the various platforms. For example, of the two largest gamer video production sites, Twitch offers 3x the highest conversion rate, largely due to its static advertising format and targeted approach; while YouTube has an engagement rate of 54%, one of the highest among ad networks, and long-term engagement.

Other revelations of the report include the untapped potential of Reddit, which recently changed its advertising system and offers a 52% seven-day retention rate. It also offers hyper-contextual targeted advertising programs and ad campaigns that allow marketers to push ads directly to the top areas related to their brand of sport. The report also states that X (formerly Twitter) is the best marketing channel to reach PlayStation users.

Game advertisers can meet players where they are

Sam Bonin, Gamesight’s solution engineer, told GamesBeat how this information can be implemented in game studios: “Advertising platforms offer many features to optimize campaigns, including audience targeting, marketing strategies, and content quality. Marketers need to test different settings and strategies that work together. well with their target audience… The findings in this report provide a high level of insight, which may vary from game to game, but can help guide advertisers to the best mix of their audiences.”

The report also analyzes various statistics, such as conversion rates and seven-day retention, on different platforms. Gamesight calls Google Ads the top network, followed by YouTube and Meta. However, each platform comes with challenges and benefits – the report also cites increased scrutiny from security advocates as a particular problem for Google.

Bonin added, referring to the report’s 2024 ad revenue growth, “If we see that ad revenue has decreased, and that revenue has shifted to a certain amount, this will result in a lower number of ad networks used by advertisers. In the years Back then, advertisers might be willing to advertise on more social media, affiliate marketing, advertising space, and more. In 2024, advertisers tended to focus on larger sites most/most popular (ie Google/Meta)./TikTok/etc).