The gaming business is gaining traction in the advertising market and is confidently riding the metaverse wave. Advertisers are focusing extensively on the metaverse, according to industry observers, and using famous games as testbeds for their advertising.
Industry professionals gave their perspectives on the metaverse’s growing importance in gaming and its A&M possibilities for a wide range of businesses. They also discussed how the metaverse has revolutionised the worlds of e-sports and gaming, as well as how augmented reality is set to accelerate the gamification of the real world shortly.
The metaverse is an integrated and interoperable AR/VR area where users can use enhanced human-computer interfaces to connect and the digital world around them.
Sunil Yadav, CEO of PlayerzPot, feels that gaming has always been a vital contribution to virtual reality and that the metaverse concept is taken from gaming itself, which offers a massive user experience.
According to Yadav, the metaverse would enable gaming to reach fantastic new heights by allowing gamers to interact through several games, allowing a diverse range of brands to promote across various game genres while keeping their platforms.
Users will be able to browse in and out of gaming applications, as well as interact with the same gamers in numerous locations, according to Yadav. Users can contribute to the virtual world, generate their material, create sub-games within a game, and use the gaming environment as a platform for other activities.
Furthermore, users can construct weaponry or avatar augmentations acquired in one game that can be transferred to another, with NFT laws governing who owns what. They could be able to walk from one brand’s metaverse to another in the long run.
Gaming is becoming more popular in the metaverse. According to Shivanandan Pare, CEO of Adda52 (Gaussian Networks), a well-known online poker platform, the 2020s will be the decade of gaming as the primary source of entertainment and, as a result, advertising.
While individuals of all ages have grown accustomed to technology, younger people have grown up with it and continue to do so, meaning they spend a significant amount of time online for a variety of purposes.
People’s online activities will exponentially increase as digital penetration and 5G adoption rise, which implies there will be potential for collaboration between games and advertising, particularly on the metaverse.
According to Ramsai Panchapakesan, Senior Vice President and National Head – Integrated Media Buying at Zenith – The ROI Agency, the gaming industry spent Rs 1,200 crore on advertising in 2021, and that figure is expected to rise as gaming companies become more appealing advertising platforms for brands.
Given the metaverse’s increasing prevalence, Nitin Gupta, CEO of digital marketing pioneer Xapads Media, believes his company would be focusing extensively on it. Gaming will be the lifeblood of the metaverse, and metaverse advertising will be massive.
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