Karan Makwana emphasized that initial skepticism toward in-game ads shifted to excitement as the campaign resulted in a 42% increase in brand image and 35% in brand consideration.
Sony's transition into in-game advertising was meticulous, taking about a year to strategize after recognizing the unique media channel that reached a young gaming demographic.
Integration into gaming culture was crucial; Makwana drew inspiration from immersion in titles like 'GTA: Vice City,' signaling a shift towards believable, engaging advertising in games.
Despite being separate entities, Sony Electronics aimed to leverage insights gained from consumer electronics to capture the attention of mobile and PC gamers effectively.
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