Advertising for PC and console games involves the strategic placement of game ads across various channels or incorporating different types of advertisements directly within the PC and console gaming platforms.
It is true that PC and console are becoming more popular, which leads to cross-platform game transitions among users. Yet, cross-platform measurement poses a challenge. Each platform—whether mobile, PC, or console—acts as a fortified castle, creating boundaries for marketers. As users seamlessly transition between platforms, marketers are tasked with a unique challenge, venturing alone through these diverse landscapes to accurately assess ad performance.
Before delving into this part, it should be noted that advertising within a single platform like PC-to-PC, console-to-console, or in-game advertising is still possible. But we will look at more sophisticated scenarios where advertising can be conducted and measured:
In the given scenario, a gamer engages with a web ad and is directed to a landing page. Next, the user clicks a link leading to the appropriate PC store, proceeds to download the game, and starts playing. The landing page captures both the impression and UTM parameters, allowing marketers to trace the gamer's journey.
A viewer encounters a CTV advertisement for a console game, prompting her to visit the console store, download the game, and begin playing. The initial ad impression is recorded and matched with the game's download on the console. Subsequent in-game purchases are also credited to the exposure from the CTV advertisement.
A gamer encounters a game advertisement within their preferred social media application, proceeds to visit the PC store, download the game, and begin playing. The ad impression is linked to the game's download, enabling the measurement solution to attribute the download back to the ad initially viewed by the gamer.
A player scans a QR code displayed at a bus stop and is directed to a mobile landing page. After selecting the preferred platform, she navigates to the store's mobile site, purchases the app, and subsequently downloads and starts the game on her PC. The measurement system logs the QR code scan and correlates it with the app's purchase in the store and its activation on the PC.
Now that you know how ads can appear across platforms, it is time to think of what should be the formats of ad creatives. In-game ads are mostly used for PC/console, but there are some other cool ways to advertise your brands, besides some conventional methods like Native ads or In-stream ads:
As mentioned above, the complicated advertising flow makes tracking and measuring harder than ever. You should keep in mind 2 things: What to measure, and how to measure.
What to measure depends on the types of ads, channels, and campaign goals. 2 key metrics to look at in this regard are:
You can use View-through attribution (VTA) proves to be more effective. To learn more about VTA, please refer to this writing.
Third parties like Airbridge, which is a Mobile measurement partner (MMP), can help you with the tracking of cross-platform events. Airbridge employs a combination of tracking links, SDKs, APIs, and more to collect data and help with your PC game measurement even using a landing page or not. To see how everything works, please visit our guide.
Furthermore, Airbridge has some of the industry-first initiatives that promise to make advertisers’ lives easier. One of them is exploring the new frontiers of internet cafes, which are believed to be valuable in the latest innovation: PC & Console Tracking. The transition between personal and public gaming spaces is an untapped concept, which will create opportunities for advertisers in general. To accompany Airbridge in this ambitious endeavor, visit this blog post or book a demo to hear from industry experts.
