CONNECT WITH US
Gaming

Gaming

As GTA VI approaches, advertisers are building a playbook to capitalize on the hype

GamesBeat logo

Published on

Add as a preferred source on Google
As GTA VI approaches, advertisers are building a playbook to capitalize on the hype

The release of Grand Theft Auto VI is gearing up to be the Super Bowl of gaming, and advertisers are looking to soak up some of the excitement.

As GTA VI’s November 19 release date approaches, all eyes are on Rockstar Games open-world action game — and where eyeballs go, advertisers follow. Although the studio is infamous for avoiding real-world product placement in its games — an approach confirmed by Strauss Zelnick, the chief executive of Rockstar’s parent company Take-Two Interactive, earlier this year — that doesn’t mean brands can’t get involved in creative ways. Much like non-sponsoring brands tie themselves to the Super Bowl with “Big Game” language and other tactics to avoid infringing on the NFL’s trademarks, marketers are actively developing a playbook to implicitly or indirectly connect their brands with GTA VI.

Instead of pursuing full campaigns built around the release of GTA VI, many advertisers are seeking proximity to the launch moment through digital media opportunities like sponsored streamer playthroughs and contextual stream overlays or ads. With GTA content dominating the airwaves on platforms like Twitch and Kick, livestreaming represents a key opportunity for brands to tap into the hype.

The streaming technology company InStreamly has been reaching out to its clients in the lead-up to the launch of GTA VI to encourage them to plan for the cultural moment. The company developed interactive formats tailored to the game, including overlays that automatically detect gameplay moments and trigger relevant ads, such as showing an ad for a car brand while a streamer drives a car in-game, as well as interactive chat overlays allowing viewers to vote on the streamer’s next move.


Source link
Related Topics:Gaming

Disclaimer

We strive to uphold the highest ethical standards in all of our reporting and coverage. We TheMorningPulse.fyi want to be transparent with our readers about any potential conflicts of interest that may arise in our work. It's possible that some of the investors we feature may have connections to other businesses, including competitors or companies we write about. However, we want to assure our readers that this will not have any impact on the integrity or impartiality of our reporting. We are committed to delivering accurate, unbiased news and information to our audience, and we will continue to uphold our ethics and principles in all of our work. Thank you for your trust and support.