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By Saptak Bardhan
Advertising has been a crucial stream of cash flow for gaming apps and gamers have been a hotspot for potential customers that advertisers want to capitalise on. Gaming in India has gradually gathered steam as consumers spent approximately Rs 23 crore on mobile gaming in 2023.
While advertising in the gaming space has been important for brands, in-game audio ads are starting to pick up. According to industry experts, advertisers are shifting to audio ads because they are less disruptive and can play in the background without interrupting gameplay.
Commenting on advertisers turning to in-game audio ads, Siddhartha Vanvani, founder and CEO, Digidarts, stated, "Advertisers are turning to audio ads in games because of their ability to engage with users without disrupting gameplay. Audio ads provide integration, allowing players to continue their activities while listening, leading to increased engagement and retention. In addition, the rise of mobile gaming and voice- ted devices has made audio advertising more widespread and effective."
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