The Business of In-Game Advertising: A Conversation with Gamefam

The rise of online gaming has led to the emergence of platforms like Roblox, Minecraft, and Fortnite, which now host various events, activations, and interactive experiences for brands and movies. Epic Games' release of the Unreal Editor for Fortnite has opened up new opportunities for brands to partner with developers and advertise on the platform. Gamefam, a company that has worked with brands like Sega, Hot Wheels, and the NFL, has been at the forefront of creating branded experiences within these games. The company's CEO, Joe Ferencz, and head of the Fortnite team, Matthew Zanazzo, share their insights on building successful marketing campaigns within popular games. With a robust portfolio that includes Sonic Speed Simulator, Festival Tycoon, and Deathfun on Roblox, and maps like Epic Games: Legends Landing and Samsung: Mystic Mayhem on Fortnite, Gamefam has achieved significant engagement, including 1.5 billion global engagements for its Bakugan Roblox integration. Ferencz emphasizes that the key to success lies in understanding the brand's value proposition and creating authentic experiences that resonate with the gaming community. The company's approach involves a straightforward pitching process, where they work with brands to define their goals and develop a proposal that includes concept art and a clear plan for achieving success. As the gaming industry continues to evolve, Gamefam is well-positioned to capitalize on the growing trend of in-game advertising, with Ferencz noting that gaming is becoming the predominant form of entertainment content for younger consumers, and more media dollars are expected to flow into gaming. While the company may face challenges such as adapting to changing regulations around advertising to children, Zanazzo is confident in the company's ability to adapt and evolve. With a strong focus on entrepreneurship and support from platforms like Fortnite, Gamefam is poised for continued growth and success in the in-game advertising space.