Sony Levels Up with In-Game Ads

Sony Electronics recently ventured into in-game advertising to promote its INZONE noise-canceling earbuds, targeting gamers aged 18–44 in Saudi Arabia. Although initially hesitant, Sony saw the campaign as a testing ground for this emerging media channel. The results exceeded expectations, with a reported 42% boost in brand image and a 35% increase in brand consideration, as per Happydemics research. The company attributes part of this success to meticulous preparation, including creative guidance from Anzu, an in-game advertising platform.

Sony's strategy involved static and video ads across popular mobile and PC games like "Asphalt 9" and "Tennis Clash." The campaign began with a small pilot in late 2023, achieving high-quality impressions that led Sony to quadruple its budget for a larger rollout. This approach yielded approximately four million viewable impressions and over 10,000 hours of ad time on screens. Creative adjustments tailored ads to gaming contexts, such as incorporating game-specific visuals and optimizing ad length to minimize disruption while maintaining brand visibility.

The campaign's success has encouraged Sony to continue exploring in-game advertising, seeing it as an effective way to engage a young, tech-savvy audience. Following a shift away from traditional TV ads, the brand is now considering immersive options like custom maps and gaming events.

Full story at AdExchanger.