BERLIN, Germany – SponsorPay, the leading global cross-platform advertising solution, has partnered with Bigpoint, a top browser games publisher, to make BrandEngage the exclusive in-game advertising platform for the latter’s casual games in Europe.
Over the past few months, advertisers have been flocking to casual gaming’s global audience of over one billion players. These users exhibit both higher engagement rates than traditional media as well as stronger inclination to interact with ad campaigns. According to a recent report by Saatchi & Saatchi and Ipsos OTX MediaCT, two in five consumers prefer to receive new product information through messaging in online games versus 3% who opt for TV/radio advertising.
SponsorPay’s BrandEngage is a powerful new advertising product that combines the trends of integrated advertising and interactive ad units with online, social and mobile games. It enables video ads to be presented in a variety of ways – including dynamic game-overlays and in-game integrations – which allow users to engage with campaigns according to their convenience, resulting in average completion rates higher than 90%. Moreover, BrandEngage facilitates post-view user actions – such as social shares, registration and surveys – to also be triggered, enabling advertisers to achieve further branding, viral distribution, user acquisition or market research objectives. In addition, SponsorPay’s large customer base solves traffic fragmentation problems and allows ads to be directed to user groups with specific attributes based on campaign goals.
“We’re very excited about our new partnership with Bigpoint. Their expansive and diverse user base will allow us to fully exploit the targeting capabilities of BrandEngage, thereby delivering maximum value to our advertiser partners as well as driving revenue growth for Bigpoint,” said Janis Zech, CRO and co-founder of SponsorPay.
Bigpoint, the leading global browser-based game provider, counts more than 220 million international users who speak over 30 languages. The company’s highly successful casual games portfolio includes ZooMumba, Skyrama, RamaCity and, most prominently, Farmerama, a popular virtual farming game with more than 30 million registered users. The demographics of the players of these games are very different from the average gamer – they’re typically women aged 35 to 45 who are eager to consume online content.
“Monetization is crucial to the success of our free-to-play model and we believe BrandEngage provides us with the best possible solution to convert top-of-the-funnel users. SponsorPay has a proven track record of delivering superior performance so it was an easy choice,” said Nils-Holger Henning, CCO and CMO at Bigpoint.