How Ubisoft and Roku worked together to capture the attention of both young and nostalgic gamers to create awareness about the new Mario + Rabbids Sparks of Hope game release.
Gaming continues to be a strong passion point for audiences of all ages. 19.1m Internet audiences in Canada use at least one device to game (75% of internet users) and amongst these gamers, 15% have a handheld gaming device like a Nintendo switch for example.[1]
According to GWI’s latest Global media landscape trends, consumers gaming on major devices has fallen, while console gaming and gaming on dedicated handheld gaming devices remains relatively constant.
Every single key audience segment spending time with games consoles has surpassed pre-pandemic levels of time spent gaming.
Millennials have the longest time spent daily on gaming consoles at nearly 1.5 hours per day, while Gen Z are not far behind with 83 mins on average per day gaming on a console. [2]
When Ubisoft was ready to launch its latest game, Mario + Rabbids Sparks of Hope, it naturally wanted to target these young audiences as well as nostalgic parents who had grown up with beloved characters like Mario and Luigi.
Game day launch: Roku delivers impactful ad formats to gaming and entertainment audiences
The Challenge:
Game quest: achieve reach, frequency and ‘big and bold’ exposure of the new game trailer with connected TV advertising.
The Story:
To reach and capture the attention of young gamers and nostalgic parents and secure full coverage of the target audience for the launch of the Mario + Rabbids Sparks of Hope Game release, Ubisoft had a live linear TV campaign and turned to Roku to ensure its ‘big and bold’ targets could be achieved with interactive connected TV creative formats.
Key Results:
Roku’s ‘banner to trailer’ Connected TV ad solution enables viewers to be able to view poster size display ads and engage further using their remote, to see the full trailer of the game.
Along with banner to trailer, Ubisoft also utilized other Roku Ad products:
- Video: full-screen, non-skippable, non-skippable, 100% in-view, audio enabled video on Roku in brand safe environments across Roku’s Audience Network and The Roku Channel
- Branded Native Ads: banner to game trailer capturing the attention on all users on the Roku Home Screen
- A Roku customized survey: ‘Brand Snapshot’ Streaming TV survey to measure brand awareness and ad recall
‘Roku’s ‘full screen sound on’ ad formats like in-channel video and native home-screen banner to trailer solutions with near perfect view through rates helped us achieve really strong results for our launch of Mario + Rabbids Sparks of Hope. We achieved mass awareness on a mass audience and Roku’s gaming segments with Roku Audiences built on 1st party registered data, delivered what we needed.’
Fatim Diop, Brand Manager, Ubisoft Canada
To learn more about Roku Advertising's solutions in Canada, contact us here.
Sources:
[1] https://app.globalwebindex.com/chart-builder/questions/q999 Canada Q1 - Q4 2022 data
[2] GWI “The Global Media Landscape” 1 Dec 2022 https://app.globalwebindex.com/insights/292
