​Major Gaming Brands Make Key Advertising Decision

A report by the European Commission shows that an industry-led memorandum of understanding (MoU) on the issue has led to a significant reduction of unintended placement of adverts on sites which are breaking copyright laws.

The target sites are those that show illegal streams, as well as mobile applications that infringe on copyrighted material or look to promote counterfeit goods bearing the name of popular brands.

The move has come with an intention to starve such sites of income, whilst also ensuring major gaming brands do not have their name linked with such outlets. It is the latest initiative that will look to clean the name of online gaming sites further, as they move into the mainstream.

Online gaming of all types is up in 2020, as much as 75% in North America, courtesy of the recent situation around the world. The EGBA showed the industry was up 11% in 2018 across Europe, a figure expected to have risen over the last 18 months. Part of that increase has been due to limitations placed on movement in the early part of 2020, as people turned to online providers for their gaming experiences.

Online casino providers have been edging out traditional brick and mortar establishments in terms of market share for a while now, with ease of access and the variety of games two significant weapons in their expanding arsenal. Globe Newswire reports that the industry has seen double-digit growth every year since 2016, a trend that is likely to spike in 2020 but remain consistent through to 2023.

Online providers can be flexible to market trends, as well as reactive to events happening in the real world. For instance, at Halloween, a physical casino may not be able to bring in themed machines and games, but an online provider can quickly react, helping develop their appeal with gamers. They can also offer a degree of crossover, from popular video games to casino games. By using familiar imagery and themes people recognise, they strengthen the attractiveness for gamers looking for a consistent experience.

A feature by Foxy Games describes how some of their titles have been influenced by popular games, such as Tomb Raider and Grand Theft Auto. Both are titles that have identifiable themes and providers can use those to enhance the user experience. This can also be seen in games featuring popular TV shows, from game shows to sitcoms. Safety was also once a concern for online gamers, but since the events of Black Friday, but with tighter legislation, more countries are allowing online providers to set up, with several European Union countries getting on board in the last 18 months.

That increased legislation leads to a safer experience that gamers can trust. That brings companies back around to the issue of where their adverts are seen. For a market which has had its issues in the past, it is not conducive to future success if brands are seen to be linked with sites which are known to operate outside of the law or stretch the boundaries of copyright infringement.

Any hint that a provider might not be entirely ‘above board’ could impact their allure for gamers, so it is no surprise to see the advertising trends changing as per the recent report.

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EUToday Correspondents

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