Winning the game of click

Google’s Anastasia Kim explains the top trends shaping the state of gaming creatives on Google platforms

Make the game the ad

The days of intrusive ad campaigns are passing. The reality is our brains are now hardwired to filter information super fast, removing extra layers to the essence. Why not leveraging the game’s innate creativity as its own best advertisement, making the game the ad?

Today’s mobile games themselves are masterpieces of creativity, weaving intricate narratives, breathtaking visuals, and captivating gameplay.

By placing the game at the forefront, advertisers can deliver an experience that is not only enjoyable but also relevant, offering a glimpse into the worlds that await in the game. 

Create player-tuned ads

Gaming is a huge entertainment activity, as well as community. Making a clickable creative is not about just crafting a catchy title. It’s about understanding the psychology of a gamer behind it.

Each gamer’s motivation unveils a unique persona, guiding creative teams in highlighting the gaming mechanics that promise maximum engagement.

In Google we are looking for these behaviour signals everywhere across all our data sources – from what the players are searching and what channels and content they are watching on Youtube to what other mobile games they tend to play on android.

This deep understanding allows for the tailored showcasing of game features, storylines, and challenges that align with diverse player desires, enhancing the appeal and stickiness of the gaming experience.

With further development of Gemini, we will be able to connect even more dots helping advertisers produce most relevant and performing ideas and marketing content based on various data sources. 

Find right people who will love your mobile game

In the dynamic realm of mobile gaming, the challenge isn’t just creating a captivating app, it’s ensuring it finds its way to users who will engage with it. 

One of Google’s most mobile-centric ad solutions is App Campaigns. What sets Google App Campaigns apart is their sophisticated, machine-learning algorithms.

These algorithms delve deep into the myriad interactions across Google’s platforms like Google Search, YouTube, Play and more, identifying potential users whose interests and behaviors align with your game.

It’s a precise matchmaking process, ensuring that your game is discovered by an audience with a proven affinity for similar apps.

YouTube Gaming Creators is another powerful tool to target your game players. They have emerged as an incredibly powerful tool for reaching players across the globe, transforming the landscape of game marketing and community building.

These creators, ranging from seasoned gamers to charismatic influencers, have mastered the art of engaging with their audiences through compelling content that spans game walkthroughs, reviews, strategies, and live streams.

Moreover, YouTube’s global reach and advanced targeting capabilities mean that gaming content can be customized and disseminated to specific demographics, ensuring that games find their ideal audiences, regardless of geographic location.


Revolutionizing development of gaming creatives with Generative AI

The potential of Gen AI in creativity extends beyond mere automation. It’s about connecting human creativity with AI’s ability to analyse vast amounts of data and generate unique creative outputs.

For gaming ads, this means the ability to create highly immersive and captivating ad creatives that are not only personalised but also varied in style and presentation. Imagine an ad campaign for a new game where each ad is uniquely crafted to reflect the player’s specific interests, motivations, gaming habits, from the characters featured to the storyline snippets, gameplay elements, and even the visual aesthetic.

Democratisation of creativity as a driver of creative experimentation

For years creators were driven by the quality of ads. Now when dealing with algorithms, quantity and number of experimentations becomes as important.

Generative AI serves as a catalyst for both creative innovation and iteration in gaming ads. It encourages marketers to experiment with new ideas, narratives, and visual styles, significantly reducing the time and resources traditionally required for creative development.

This democratisation of creativity means that even smaller gaming studios can compete with larger entities in creating high-quality, compelling ad campaigns.

Game on!

By Anastasia Kim, Creative Strategist, leading Gaming & Apps at Google MENA