This post was updated in November 2024 to provide you with the latest information.

Level Up Your YouTube Video Game Advertising Strategy

Every minute, more than 500 hours of content are uploaded to the YouTube app, solidifying its position as one of the largest video advertising platforms. Among this content is a thriving YouTube Gaming section, showcasing the massive influence of gaming on the platform.

If you want to scale your video game advertising on YouTube while maximizing your ad spend, this blog has all the insights you need.

Gaming Ads on YouTube Faux Pas

What are gaming advertisers getting wrong?

When investing in video game ads, many advertisers make the mistake of either targeting too broadly—focusing on the general “gamer” interest—or too narrowly, honing in on sub-niches like “first-person gamers” and leaving their campaigns at that. However, audiences on YouTube consume far more than just gaming content.

Here are the most common missteps brands make when launching game advertisement campaigns on YouTube:

Only Targeting “Gaming” Interest Audiences

Focusing solely on audiences with gaming-related interests may seem like a straightforward strategy for gaming advertisers. However, this approach can limit your reach and miss out on the diverse video content available on YouTube.

What YouTube Gaming Advertising Brands Should Do:

Recognize that YouTube audiences often consume a mix of content. A user who visits YouTube for gaming content might end up watching tech reviews or exploring gadget releases—and vice versa. Capitalize on this behavior by broadening your targeting to match these collective interests.

It’s Not Just A Men’s Game

While men do represent a significant portion of gamers, this perspective overlooks a substantial female audience. In fact, Statista reports that women represent 48% of the gaming population in the U.S., making them a key target for video game advertising on YouTube.

Moreover, Strike Social’s data shows women have a higher monthly view rate than men throughout the year. Women displayed better results as early as May, when their VR was 38%, while men’s was lower, at 30%.

What YouTube Gaming Brands Should Do:

The gaming community is inclusive, and both genders should be considered when setting up your video game ad campaigns. Thus, there’s no need to exclude women from your YouTube targeting demographic.

From a creative standpoint, while much of the content still caters to male gamers, the portrayal of women has evolved. Today, female characters are complex and capable, moving away from outdated “damsel in distress” tropes. Women are growing as a strong and diverse community in gaming, making them a vital audience for your YouTube gaming ads.

Ignoring Seasonal and Peak Periods

Many video game marketing campaigns fail to adjust strategies according to seasonal trends or peak shopping periods, leading to missed opportunities during high-traffic times.

How to Optimize Your YouTube Gaming Ads:

Pace your campaigns with increased budgets toward peak shopping periods such as Thanksgiving and Cyber Monday. Simply pacing your campaigns steadily throughout the year could result in missing out on valuable ad auctions during these peaks.

Holiday views increase by 24% year-over-year, making it essential to tailor your strategy accordingly. Start planning your holiday advertising timeline as early as September to build awareness. As you move into Q4, gradually shift your audience strategy to focus more on traffic and conversion campaigns to maximize results during the peak season.

How to Improve Your YouTube Video Game Advertising Plan

The YouTube Gaming community is rapidly growing, presenting more opportunities for your video game ads to shine. As of 2022, there are already over 443,000 gaming channels, and with the rise of mobile games, new PlayStation versions, and expanding gaming trends, this number is only expected to increase.

To succeed, the goal is not just to place your YouTube video game advertising campaigns on top channels like Mikecrack, Gameranx, or even MrBeast’s Gaming Channel. To make your ads stand out across various placements, here’s how you can level up your YouTube gaming advertising game:

Catch them in the Right Scenarios and Timing

YouTube views peak during the week between 2 p.m. and 6 p.m., with Friday being the most popular day for video consumption. However, viewership tends to drop over the weekend, making timing a critical factor in your YouTube ad strategy.

You can adjust your campaigns to ensure your ads are shown during these hours. Consider partnering with a YouTube advertising agency for 24/7 campaign optimization, to better adjust bids during these peak times and reach more audiences at the best costs.

YouTube app placements are also evolving on larger screens, like YouTube TV, and are gaining popularity. Monitor your YouTube Analytics to track TV watch time and views, and consider incorporating Connected TV (CTV) placements into your strategy. CTV offers an effective way to increase viewer engagement, making it a valuable addition to your YouTube video game advertising plan.

Switch Up the Ad Formats

While video game ads have traditionally been in horizontal format, the YouTube Shorts format, now extended to up to 3 minutes, is an exciting option for advertisers. For a holiday campaign, advertising in YouTube Shorts certainly did not disappoint in performance, as it contributed to 43% of views distribution during peak U.S. holiday season. 

Line Up the Players with the Right Targeting

As we reiterated earlier, don’t limit your audience targeting to just specific groups, such as only men or gaming interests and keywords. That being said, it shouldn’t be too broad either, resulting in your YouTube gaming ads appearing everywhere without reaching the right people.

While gaming appeals to all ages, be cautious not to include YouTube Kids’ channels in your ad distribution.

When refining your targeting strategy, aim for a balanced approach that combines audience and contextual targeting. A well-refined, diverse audience ensures your ads reach engaged viewers, helping you avoid paying for irrelevant impressions.

Upgrade Your YouTube Video Game Advertising Plan

Even if you’re a ‘noob’ in YouTube advertising, implementing these strategies will undoubtedly level up your game.

While many media teams are winding down, the best video game ads are just getting started. So make sure you have a plan to optimize your YouTube campaigns around the clock. Campaign management may seem like a grind, but with the right video ad management team, the process can be streamlined and made more efficient.

Get in touch with our team to know more about how Strike Social can help upgrade your video game advertising on YouTube.