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Advertising is an essential part of almost any business. It’s how we find out about most brands, offers, and companies, and this is no less the case in the gaming industry. Digital advertising on platforms like YouTube allows companies to buy views and attract new players in an ever-increasingly saturated market. But this means that these digital ads have to stand out among the growing crowd.
In the gaming industry, every business needs a sustainable and scalable flow of these creative adverts. This may be supplied by in-house capacities – or the business may choose to hire an external third party to carry out these tasks. This is called outsourcing. By way of example, we have utilized external production in the past for a range of reasons, including offloading our in-house production if we haven’t got the capacity, especially during peak times, to test out different hypotheses or to increase the number of adverts we are producing. We opt to outsource the visual development while focusing on the concept and script development ourselves. Outsource is responsible for the production of ideas.
At peak times, like the upcoming Christmas and New Year, advertising hits a peak. Major advertisers bid extra for users making purchases on peak spot times, like Black Friday, Christmas, and the New Year. However, prices decrease after these periods, and many more spots also become available. That’s the time when we purchase twice as many ad spots, which also requires twice as many ad creators. And this is when outsourcing can come into play to support our advert supply.
What makes a good ad?
A truly powerful ad can highlight impressive metrics, drawing in a crowd of players eager to discover your game. The magic of creative production lies in triggering emotions. They often do so in two parts: they promote some kind of emotion in the viewer and then convert this into empathy. Many companies are now targeting more provocative emotions like fear or shock, which are easier to evoke. For example, by showing someone in trouble, viewers are encouraged to want to help them.
Perhaps counterintuitively, losing also works well. If an ad shows a player failing a simple game, it encourages the viewer to think that they could do a better job.
How to outsource wisely?
If you are considering the option of outsourcing, the decision to do it is just the start. Here are some tips to find a suitable outsourcing company and ensure its smooth integration and positive contribution to your business.
Do your research and ask around other companies similar to your own for their recommendations and past experiences. This is a good first step to find reliable outsourcers.
However, reliability and capability are not enough. It may well be a great company, but if you are not stylistically aligned, the partnership will not work. A trial task is a good indicator of your “work chemistry". Coordinate with the studios to ensure that the individual responsible for conducting the trial task is also assigned to manage your subsequent tasks.
Similarly, take the time to understand how staffing works with your outsourcer. Sometimes, they employ freelancers, who can be less stable than in-house workers as they are able to move easily onto another project. If a freelancer is particularly suited, however, you can of course, ask that they work with you on a more permanent basis.
Be aware that outsourcing may not immediately free up your time. It involves a gradual integration of the studio into your company's inner workings and the specific project. Onboarding a new company also entails going through feedback and refining processes. And sometimes, it can get busier before it gets easier.
Know when to move on. If deadlines are constantly missed or capabilities are overestimated, your marketing plans will suffer because of it, and you should start thinking about exploring alternative partnerships. Be clear with what you require and foster open communication.
A flexible and multidisciplinary partner is a great support for dynamic marketing plans. You will need to constantly adapt to any changes in the advertising world, so a studio that is capable of trying out new formats, like 2D and 3D ads, or statistics for example, will make it easier for you to experiment and stay relevant. This will help you build a long-term partnership and grow together.
Feedback is extremely important from both parties. This is a creative process, and no one can be perfect all the time. So, it’s important to convey any issues, worries or suggestions. Creating memos for outsourcing studios to go over basic mistakes or aspects can help as well.
It's essential to keep in mind that there is often room for improvement from your end. Take the time to attentively listen to feedback, considering it as valuable insight into enhancing your processes. Embrace a proactive approach by conducting regular reviews of your operations.
There are many aspects to consider when it comes to outsourcing, but it can be hugely beneficial for businesses looking to elevate their advertising game beyond in-house capacity. Advertising plays a key role in the success of a business, so choose your studio wisely and communicate with them effectively, and your efforts could be rewarded with a real business boost.
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