GroupM China forms gaming marketing partnership

Shanghai: GroupM China has formed a strategic partnership with InGameAd, China’s leading game advertising and platform company, to deliver advanced technologies and sophisticated solutions in gaming, and social gaming marketing in particular.

Branded as “GroupM Gaming Powered by InGameAd,” InGameAd and GroupM will jointly provide world class gaming-related marketing solutions to clients of GroupM media agencies including Maxus, MEC, MediaCom and Mindshare.

Over the past couple of years, the gamer demographics in China have undergone significant changes. More and more people are playing browserbased social gaming as opposed to hard-core gaming of MMORPG (massively multiplayer online role-playing games). Most prominently, a large part of well-educated white-collar people in tier-1 and tier-2 cities of China who were non-gamers in the past are now playing social games on a daily basis. The potential to seriously reach and interact with this strategically critical target group has attracted the attention of leading marketers.

According to research conducted by GroupM and TNS, nearly one-third of China’s netizens play games online, with users spending an average of 4.6 hours per week on games.

Digital gaming is arguably the most engaging and immersive media available, providing marketers a chance to create advertising experience to go beyond effective to being riveting and unforgettable to audiences.

“Gaming is an effective way for marketers to create buzz among consumers. With the InGameAd partnership, GroupM offers advertising clients sophisticated cross-game and cross-social-networking-site ad platform solutions. Targeting across platforms and sites can now be done more effectively and cost-efficiently,” said Tony Chen, Managing Director, GroupM Interaction, China.

“The strategic partnership between GroupM and InGameAd is a strong testament to the growing importance of the gaming-related ad market to marketer. Social gaming is becoming mainstream, particularly among China’s most attractive demographic urban youth. InGameAd is pleased to partner with GroupM and major advertisers to capture the opportunity,” said Steven Hu, founder and CEO of InGameAd.

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