The never-ending cycle of lockdowns set barriers in the way of scheduled festivals, tours, and events around the world in 2020, and the world of virtual gigs exploded. On April, 12 million players flocked to the Fortnite universe for a Travis Scott concert; in May, the Block by Block West festival brought major acts to the virtual Minecraft universe, including Massive Attack; in October,
Stormzy made an appearance as a fictional version of himself in the Watch Dogs: Legion game; and underground rave events popped up globally across game streaming platforms. More lately, record labels have got in the act, with Warner investing in Roblox and Sony launching an immersive campaign using Unreal Engine.
Riot Games has organised a festival devoted to the Valiant universe. Although creative initiatives had to take a virtual turn, it has allowed artists to reach out to new and existing audiences via a different stream of consciousness. To say the least, music and gaming are becoming increasingly intertwined, and with the gaming business anticipated to exceed $200 billion by 2023,
the music industry is moving swiftly to get its artists in front of this massive audience. AudioMob, a Google for Startups alum, has developed a seamless solution for developers and brands, including a world-first non-intrusive audio ad format for mobile games.
Audio is the way of the future
For a long time, podcasts have led the charge for audio ads, and they’ve reaped the benefits: podcast ad income increased by 48 per cent in 2019 and is expected to hit $1 billion in 2020, just in the United States. Audio advertisements will expand in income this year, thanks to Spotify’s debut of UK campaigns, and other platforms would do well to pay the note.
Audio advertising, a recent integration, offers a balance of artform, reach, and brand identification, and they can raise the level of immersive technology and monetisation in games. The most profitable confluence of music in games is advertising, and audio advertising for the music industry is, of course, a natural fit.
While less exciting than a virtual concert, the potential for music reach is limitless: a recent campaign with AudioMob and Sony revealed that an audio-enhanced banner had a click-through rate of 1.5 per cent, compared to 0.19 per cent for non-audio banners. The recent merging of the music and gaming industries gives fans a new way to interact with their favourite game or musician, while industry innovation has opened up a world of creative integration possibilities.
The audio format is here to stay
Audio will continue to be a rising star in 2021. As the globe is compelled to spend more time indoors in search of stimulation and amusement, screen fatigue is becoming more prevalent throughout all age groups and audiences. In gaming,
where players don’t want to be interrupted, capturing gamers through their ears is the most appealing alternative to traditional video commercials. Music-enhanced audio advertising isn’t just for major brands like Warner Bros. and Sony with big budgets; they open up the platform to everyone.
The AudioMob relationship with Rising Pixel on their latest release Inquisitor’s Heartbeat has transformed the world of accessible apps; audio advertisements can even build on accessible chances with games for the vision impaired, offering up a free to play world for the first time.
The possibilities are unlimited, and the audio path is expanding daily. Just a few weeks into 2021, campaigns with Warner Bros., Sony, and the Sugarhill Gang are already in the works as AudioMob continues to push the boundaries of music and gaming.
If you would like to learn more about the games on the lips of a music label, check out what author Michelle Thomas has to say.
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Final Thoughts
Audio will continue to be a rising star in 2021. As the globe is compelled to spend more time indoors in search of stimulation and amusement, screen fatigue is becoming more prevalent throughout all age groups and audiences. In gaming, where players don’t want to be interrupted, capturing gamers through their ears is the most appealing alternative to traditional video commercials.
Music-enhanced audio advertising isn’t just for major brands like Warner Bros. and Sony with big budgets; they open up the platform to everyone. The possibilities are endless, and the audio path is growing daily.
Audio ads can even build on accessible opportunities with games for the visually impaired, opening up a free-to-play world for the first time. Just a few weeks into 2021, campaigns with Warner Bros., Sony, and the Sugarhill Gang are already in the works as AudioMob continues to push the boundaries of music and gaming.
