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Leading US Brand Johnsonville Announced Results of First Intrinsic In-Game Ad Campaign with GumGum and Frameplay

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Leading US Brand Johnsonville Announced Results of First Intrinsic In-Game Ad Campaign with GumGum and Frameplay

 

GumGum, a contextual-first, global digital advertising platform, along with Frameplay, the global leader in enabling intrinsic in-game advertising, partnered earlier this year to provide contextually relevant and brand-safe creative advertising units to be utilised across Frameplay’s intrinsic in-game advertising ecosystem. 

Johnsonville, the most popular sausage brand in the United States, is committed to continuous development on its advertising strategies and was eager to enter the critical in-game advertising industry. With GumGum and Frameplay, Johnsonville targeted gamers playing in sports, casual and simulation games on mobile devices with simple, standout creative ads that did not disrupt gameplay and enhanced the gaming experience. 

Johnsonville’s first intrinsic in-game campaign outperformed industry standards and saw incredible success in mobile ad recall with 56% of gamers remembering the ads and a lift of almost 14 points in purchase intent. Both results are quadruple the industry average. Additional results showed success such as “fit as a game sponsor” (23 point lift), “brand sponsorship of a game” (40 point lift) and “Johnsonville is a family-owned company” (22 point lift).

“Intrinsic in-game advertising offered us the opportunity to reach millions of gamers and we’re thrilled at the results of our initial four-week campaign with GumGum and Frameplay. We truly believe that the future of digital advertising will be immersive and contextually relevant. Intrinsic in-game advertising achieves both, and it’s clear that this advertising strategy is one that is teetering on the verge of a mass industry adoption,” said  Stephanie Plehn, Marketing Communications Manager at Johnsonville. 

Comscore conducted a brand lift study on behalf of GumGum and Frameplay to measure overall campaign performance for Johnsonville. The results of the campaign reinforce the power of intrinsic in-game ads for brand recall, awareness and purchase intent. Gamers positively react and show high levels of attention to intrinsic in-game ads that blend seamlessly into the gaming environment and don’t disrupt gameplay. 

Additional results from Johnsonville’s campaign include:

  • Gamers were 35% more likely to remember Johnsonville after seeing the in-game ad
  • “I like to eat Johnsonville products when I’m with my favourite people” saw 26.3 point lift after a user viewed the in-game ad
  • Aligning with barbecue culture, Johnsonville saw a 22 point lift in “Johnsonville is a family-owned company” 

“Digital environments are evolving at lightning speeds and advertisers must be willing to lean into meeting consumers where they are – brands that continue to wait to include intrinsic in-game advertising as part of their core marketing strategies will fall behind,” said GumGum CEO Phil Schraeder. “Contextually relevant, intrinsic in-game ads with simple and effective creative always results in increased attention. My question for brands and advertisers is, what are you waiting for?”

“Intrinsic in-game advertising is the future of digital advertising. Over 3 billion people play games every single day, and as digital environments become more immersive, advertisers will have to adapt to newer ad strategies and formats,” stated Frameplay CEO Jonathon Troughton. “Time and again, intrinsic in-game advertising has proven to be extremely effective and the results of our first campaign with Johnsonville prove its power yet again.”

Gaming

Fortnite Battle Royale Global Championship and Rocket League World Championship Head to Dickies Arena in Fort Worth, Texas, This September

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The location for upcoming Fortnite Battle Royale and Rocket League in-person Championship events has been revealed! Dickies Arena in Fort Worth, Texas will host both the Fortnite Championship Series (FNCS) Global Championship 2024 and Rocket League World Championship 2024 this September.

FNCS Global Championship 2024

Mark your calendars for September 7-8: the in-person FNCS Global Championship will feature 50 of the top Fortnite Competitive duos from around the globe, competing for a share of the $2,002,000 USD prize pool.

Qualification, format, and key dates for the Global Championship can be found in the FNCS 2024 Details blog post.

Ticketing information will be revealed in the coming month, with updates to be posted on the Fortnite Competitive website and social media channels. For more information, check out the reveal blog.

RLCS World Championship 2024

This year’s Rocket League World Championship runs from September 10-15 and returns to Dickies Arena on September 13-15 for the final two days of competition in front of a live audience. The culmination of the RLCS 2024 season, the Rocket League World Championship will feature the 16 best international teams and a $1,165,000 USD prize pool.

Rocket League World Championship 2024 qualification, format, and key dates can be found in the 2024 season announcement blog.

Ticketing information will be revealed in the coming month, with updates to be posted on the Rocket League Esports website and social media channels. For more information, check out the reveal blog.

BLAST, Rocket League Esports and Fortnite Competitive have teamed up with the Fort Worth Sports Commission, an international sports destination agency, and C3 Presents, Texas’ leading event promotion companies, to help support and promote both events coming to Fort-Worth, Texas in September 2024.

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Canada

Exploring Canada’s video Game Market: Survey Insights

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Technology has become a great source of entertainment to many. Video games particularly have garnered interest from all demographics. In Canada, the gaming industry has experienced significant growth, fuelled by increased accessibility to gaming platforms and the growth of online gaming communities.

Statistics indicate that a large percentage of Canadians are engaged in gaming activities, whether it be playing console or PC games, mobile games, or online multiplayer games. The popularity of video games extends beyond leisure pastimes, with many Canadians participating in gaming competitions, attending gaming conventions, and consuming gaming-related content on platforms like Twitch and YouTube.

The number of video game users in Canada reflects how broad the sector is, from mobile games to digital video games, download games and live streaming. In 2024, the gaming sector will see millions of users in each of these categories. Statista projects 13.38 million users for digital video games and 7.35 million users for online games respectively. It estimates that revenue in the Canadian video game market is expected to reach US$3,925.00m in 2024, so it is no surprise to observe the increasing popularity of the sector.

Well-known online casino provider BetVictor has compiled some key points from major surveys detailing the video game market to give further insight into its makeup and potential. The gaming culture in Canada is growing, which means the type of games and genres will grow along with the sector. Statista recently conducted a survey of 1 576 respondents aged 18 – 64 who are avid video game players, with telling results. ​​In December 2023, a survey about preferred video game genres in Canada revealed the top four genres as being Action, Action – adventure, Adventure and casual games accounting for 31% of respondents’ preferences.

David Winter, Marketing Manager at BetVictor notes that “We’ve seen a steady increase in the popularity of action-themed and adventure-themed slots and many providers are exploring how to expand further into this market.”

The popularity of Action games such as platform and fighting games can be attributed to various factors, such as: social interaction, accessibility and inclusivity, social appeal, and cultural influence. With such a diverse audience, all these factors are crucial to understand the appeal of Action games.

In the digital age, gaming has transcended mere entertainment to become a cornerstone of culture, and nowhere is this more evident than in Canada. From coast to coast, a diverse community of gamers is thriving, reflecting the country’s inclusive spirit and passion for technology. Whether it’s the casual gamer enjoying a quick session on their smartphone or the dedicated enthusiast meticulously building a custom gaming PC, Canada offers a welcome haven for all kinds of gamers.

Diving deeper into the Statista results, Strategy games accounted for 29%. This shows us that players have a strong interest in tactical and decision-making games. While role-playing (RPG) and sports games garnered 22% each, simulation and shooters trailed slightly behind at 21% and 20% respectively.

MMO (massively multiplayer online games), as well as MMORPGs (massively multiplayer online role-playing games) and MOBA (multi online battle arenas) came in at 13% and 8% respectively, representing a significant but niche following. With such a diverse array of preferences, the survey underscores the multifaceted nature of interests among Canadian gamers. It highlights the need for game developers to cater for a wide range of genres and gameplaying styles in the Canadian market.

From action shooter games to role-playing adventures, the industry has something for every gaming enthusiast in the Canadian market. Overall, the popularity of video games in Canada reflects a growing cultural phenomenon, where gaming has become a mainstream form of entertainment and a significant aspect of modern-day leisure activities.

Statistics anticipate a compound annual growth rate (CAGR) of 7.10% for 2022-2027, resulting in a projected market volume of US$24.52bn by 2027. Canada’s online gaming market is experiencing a surge in popularity, with a surging number of Canadian players engaging in immersive virtual reality experiences.

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Gaming

Knorr and World-renowned Gamer and Streamer, Ninja, Call on Gaming Industry to Supercharge Vegetables in Games

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Knorr – a global leader in bouillons, soups, seasonings, sauces, and more – and world-famous gamer and streamer, Tyler ‘Ninja’ Blevins, reveal to top gaming publishers a little-known imbalance found in a multitude of their games. While everyone knows veggies are good for you in real life, they’re not so good in the virtual world of gaming.

Ninja and Knorr think it’s high time veggies are powered up to get the recognition they deserve, and they are calling on the gaming community worldwide to join this ambition with its #ModTheVeg petition. Gaming fans are invited to sign a petition to show their support for giving veggies a boost in the virtual world and bring a new balance to gaming sustenance.

With a passion for supercharging veggies in the real and virtual world thanks to its flavorful seasonings, Knorr investigated just how much veggies are lagging in the virtual world and in 15 top games they fell behind significantly. For example, in one popular game munching meat gives a +15HP boost while chomping on cabbage delivers just +10HP. In other games the difference is even bigger, where a beef steak brings +552HP while a hearty bean stew lies in its wake, only patching up to the tune of +61HP.

“Recently, I’ve been more mindful of what I put in my body, I have learned how important balanced meals are for my long-term health. Historically, through games we have been limited to using meat based diets to get you through the main quests or heal faster, while apples or cabbage heal you for way smaller. Wouldn’t it be awesome if veggies counted for more in game? Well that’s why I teamed up with Knorr, they came up with some awesome mods for all our favorite games, which will teach fans the importance of veggies and a balanced diet,” said Ninja.

As part of part Ninja’s partnership with Knorr, he will stream on Friday, March 22 at 2 pm PST to bring the issue to his followers, champion veggie equality and play some exciting veggie specific mods. He won’t be alone as a crack squad of eight streamers from across the globe are joining the mission over the coming weeks.

“At Knorr, we believe in making good food accessible for all, so we’re thrilled to team up with Ninja to show how powerful veggies can be and create a new taste of adventure in gaming. We hope this campaign will catch the attention of gaming publishers and spur them on to re-evaluate their games and give veggies the supercharge they deserve,” said Gina Kiroff, Chief Marketing Officer of Knorr North America.

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