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Why In-Game Advertising is Perfect for Back-To-School Campaigns.

Get ready for the new term by packing your backpacks, grabbing your notebooks, and sharpening your pencils—the 3rd Term back-to-school season is nearly here!

A study by ViacomCBS Networks Africa, titled “Kidfluence Global 2021 – The SA Edition,” has revealed the increasing impact children have on household purchase decisions in South Africa. 

ViacomCBS investigated the levels of influence children have across 26 broad categories, including vacations, day trips, food and grocery shopping, electronics, restaurants, telecommunications, and entertainment. The findings show that South African children significantly impact decision-making in nearly all these categories. Their strongest influence is on the household's choice of entertainment (99%), followed by food and grocery shopping (97%), and then restaurant choices (93%).

This offers brands a chance to consider children's perspectives and recognise the supportive, collaborative nature of modern families. Children are highly valued and can be persuasive experts in household purchases.

With the average consumer exposed to up to 10,000 ads per day, how can you capture attention during this busy season?

What’s the best approach to connect with kids and parents preparing for back-to-school shopping?

With over 3.2 billion gamers worldwide, 74% of parents playing video games with their kids weekly, and 80% of South Africans acknowledging their kids' moderate to high influence on purchases, gaming is an excellent channel for advertisers to stand out during the back-to-school season.

In-game ad placements in Dakar Desert Rally: Source Anzu

Could in-game advertising be the solution?

For brands looking to engage with gaming audiences, in-game advertising offers an effective way to connect with millions of parents and kids in a safe and engaging environment. This method not only complements gameplay but enhances it.

Imagine a dad racing down a track and seeing your billboard overhead as he crosses the finish line, a mom noticing your ad while navigating a virtual sidewalk, or a family competing in a tennis game on a court branded with your logo. With in-game ads, all this is achievable!

In-game advertisements are highly impactful, boasting an average viewability rate of 98%. Using contextual targeting to align ads with the right players ensures that none of your investment is wasted.

Levi's in-game ads in Slapshot Rebound: Source Anzu

Why Anzu?

With a huge selection of premium cross-platform titles spanning mobile, PC, console, and the metaverse, and with games covering every genre imaginable, from sport to simulation and action to fantasy, brands looking to reach parents couldn’t be in better hands.

According to Comscore data, by running an in-game campaign with Anzu, you are:

  • 95% more likely to reach parents aged 18-24 than via an average mobile app;

  • 78% more likely to reach parents aged 25-34 than via an average mobile app;

  • 54% more likely to reach parents aged 35-44 than via an average mobile app;

  • 39% more likely to reach households with kids than via an average mobile app.

EMPIRE's in-game ads in Axis Football: Source Anzu

Setting Yourself Up for Success

Creating an effective in-game advertising campaign for the 3rd term back-to-school season requires strategic planning and meticulous execution.

Here are five handy tips to help you succeed:

1 — Choose the Right Targeting Approach: Set yourself up for success by targeting parents and students who are most likely to be interested in your products or services. Consider factors such as age, gender, interests, and location to ensure your ads reach the right audience.

2 — Be Creative and Engaging: Creative and engaging in-game ads are more likely to capture players' attention and drive conversions. Use images that showcase your products or services clearly and concisely, making sure they stand out. You have a narrow window to capture attention, so be smart!

3 — Context is Key: Ensure your back-to-school ads fit seamlessly into the gaming experience and feel like a natural part of the game. This can help them be well-received by players and not feel intrusive or disruptive.

4 — Keep Messaging Simple and Clear: In-game ads should communicate their message clearly and concisely. Avoid jargon or complex language that might confuse or alienate players.

5 — Measure and Optimise: Regularly monitor the performance of your in-game ads and be ready to make adjustments. Analyse what works and what doesn't, and optimize your campaign for better results.

Engaging both children and adults in the household holds significant value. Times and culture have evolved, leading to the emergence of a new generation of children and parents. These collaborative households are reshaping the decision-making process. 

There is a clear opportunity to communicate with families collectively, rather than as separate individuals.

If you haven’t launched your back-to-school marketing and promotions yet, don’t worry, there’s still time—most parents aim to have their shopping done by 1 July 

Chat to one of our performance marketing experts at


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