Samsung Benelux Harnessed the Power of In-Game Advertising to Drive Purchase Intent in New Campaign

YEAR
2023
INDUSTRY
Consumer
Electronics
FORMATS
Intrinsic In-Game
GumGum x Samsung hero Image

Objective

Samsung Benelux looked to GumGum to help drive awareness and increase brand perception against a key demographic it was trying to reach.

Illustration of GumGum x Lincoln Methodology

Methodology & Strategy

  • GumGum partnered with Frameplay for this initiative to help Samsung Benelux expand their reach against the growing gaming audience.
  • GumGum adopted a  broad targeting approach focused on sports, casual, racing and simulation games which proved to be the right mix to drive results for Samsung Benelux.

Performance & Results

Intrinsic In-Game Advertising  Significantly Increased Purchase Consideration for Samsung Benelux

+12 pts
Lift against positive 
brand attribution
+16 pts
Lift positive perception of the brand and the product advertised
+11 pts
Lift when asked “are you 
interested in this ad”
+12 pts
Lift Purchase Considerations

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