ARN and Audiomob team up to create in-game audio ads

ARN and the UK’s Audiomob have partnered to create, ‘In-Game Audio,’ a revolutionary new method of delivering ads to mobile gamers.

In-Game Audio will replace intrusive video ads that take over the whole screen of gamers phones with audio ads that don’t interrupt gaming.

Australia has around 12.3 million mobile gamers and 86% report that they don’t like ads that take over the screen while they’re playing.

The new In-Game Audio ads will gracefully fade in on any podcasts or music that may be listened to, and play the ad before fading back to prior set up.

Adverts are served with an unobtrusive click-through banner, and only play when a phone’s volume is turned on.

It’s a win-win for brands and mobile gamers, who both benefit from an interaction that doesn’t interrupt gameplay.

For brands, the benefit is three-fold; they can directly target consumers across a multitude of options, they have complete ‘share of ear’ with only one audio ad served per gaming session, and the ads are unskippable.

Adam Williams, ARN’s Head of Audio Product and Innovation fell in love with In-Game Audio the moment I saw it. “Primarily, it solves a problem and major irritation for mobile gamers, and secondly, it serves ads in a high attention environment.

“It gives brands scale, addressability, measurability, and an environment where they can really get creative and show off their brand personality.  Kudos to Christian and the AudioMob team; this is a beautifully innovative product, and we’re so excited to represent them exclusively in Australia.”

Christian Facey, the Co-founder and CEO of AudioMob said, “The beauty of in-game audio ads is that messages can be delivered without interrupting the player. This gives brands a better way to communicate with their audience in a highly engaging environment. We felt ARN was a great partner in helping us expand into the Australian market.”

“Given the fast-growing and abundant gaming ecosystem in Australia and ARNs long-standing stature and expertise in the audio space, we’re excited about the partnership and to continue to thrive in the audio space together,” said Christian.

In-Game Audio is the latest addition to ARN’s High Attention Audio suite, including Dynamic Audio and Interactive Audio, which can be used across broadcast radio and online platforms.