{"id":63467,"date":"2026-01-06T11:56:58","date_gmt":"2026-01-06T10:56:58","guid":{"rendered":"https:\/\/www.agence-bradford.com\/inside-shopper\/?p=63467"},"modified":"2026-01-07T07:58:06","modified_gmt":"2026-01-07T06:58:06","slug":"in-game-advertising-2026-pourquoi-les-retailers-doivent-investir-le-gaming","status":"publish","type":"post","link":"https:\/\/www.agence-bradford.com\/inside-shopper\/in-game-advertising-2026-pourquoi-les-retailers-doivent-investir-le-gaming\/","title":{"rendered":"In-Game Advertising 2026 : Pourquoi les Retailers doivent investir le Gaming ?"},"content":{"rendered":"<p><script>\ndocument.addEventListener(\"DOMContentLoaded\", function () {\n  const OFFSET = 0;\n  const DELAY = 250;\n  const DURATION = 650;<\/p>\n<p>  function easeInOutQuad(t) {\n    return t < 0.5 ? 2 * t * t : 1 - Math.pow(-2 * t + 2, 2) \/ 2;\n  }\n\n  function smoothScrollTo(targetY) {\n    const startY = window.scrollY;\n    const distance = targetY - startY;\n    let startTime = null;\n\n    function animation(currentTime) {\n      if (!startTime) startTime = currentTime;\n      const timeElapsed = currentTime - startTime;\n      const progress = Math.min(timeElapsed \/ DURATION, 1);\n      const easedProgress = easeInOutQuad(progress);\n\n      window.scrollTo(0, startY + distance * easedProgress);\n\n      if (timeElapsed < DURATION) { requestAnimationFrame(animation); } } requestAnimationFrame(animation); } document.querySelectorAll('a[href^=\"#\"]').forEach(link => {\n    link.addEventListener(\"click\", function (e) {\n      const target = document.querySelector(this.getAttribute(\"href\"));\n      if (!target) return;<\/p>\n<p>      e.preventDefault();<\/p>\n<p>      setTimeout(() => {\n        const targetPosition = target.getBoundingClientRect().top + window.scrollY - OFFSET;\n        smoothScrollTo(targetPosition);\n        history.pushState(null, \"\", this.getAttribute(\"href\"));\n      }, DELAY);\n    });\n  });\n});\n<\/script><\/p>\n<p><strong>Sommaire :<\/strong><\/p>\n<ul style=\"list-style-type: square; margin-left: 20px;\">\n<li><a href=\"#s1\">Le gaming : un territoire marketing encore sous-exploit\u00e9<\/a><\/li>\n<li><a href=\"#s2\">Pourquoi l&rsquo;in-game advertising r\u00e9pond aux nouveaux enjeux<\/a><\/li>\n<li><a href=\"#s3\">Deux approches compl\u00e9mentaires de l&rsquo;in-game advertising<\/a><\/li>\n<li><a href=\"#s4\">Cas pratique : Easy Cash sur Football Manager 2026<\/a><\/li>\n<li><a href=\"#s5\">In-game advertising : un levier d&rsquo;avenir pour les retailers<\/a><\/li>\n<li><a href=\"#s6\">FAQ<\/a><\/li>\n<\/ul>\n<p>Le retail marketing traverse une crise de confiance. La r\u00e9cente \u00e9tude Brandwatch, bas\u00e9e sur 900 millions de conversations analys\u00e9es, r\u00e9v\u00e8le un paysage o\u00f9 la lassitude publicitaire s&rsquo;accentue dangereusement. Face \u00e0 des audiences de plus en plus r\u00e9fractaires aux formats traditionnels, les retailers doivent repenser leurs strat\u00e9gies d&rsquo;activation. Et si l\u2019une des r\u00e9ponses se trouvait l\u00e0 o\u00f9 personne ne les attend encore : dans les jeux vid\u00e9o ?<br \/>\n<a id=\"s1\"><\/a><\/p>\n<h2 id=\"le-gaming-un-territoire-marketing-encore-sous-exploite-par-les-retailers\"><b>Le gaming : un territoire marketing encore sous-exploit\u00e9 par les retailers<\/b><\/h2>\n<p>Les chiffres parlent d&rsquo;eux-m\u00eames : plus de 3 milliards de joueurs sont recens\u00e9s au niveau mondial. En f\u00e9vrier 2025, 83,6 % des utilisateurs d&rsquo;Internet \u00e2g\u00e9s de 16 ans et plus jouent aux jeux vid\u00e9o. Le march\u00e9 mondial a g\u00e9n\u00e9r\u00e9 522,46 milliards de dollars de revenus en 2025.<\/p>\n<p>Pourtant, m\u00eame si vous n&rsquo;\u00eates pas joueur, la culture gaming fa\u00e7onne d\u00e9j\u00e0 votre quotidien. De Twitch \u00e0 Discord, en passant par l\u2019Esport, le gaming s&rsquo;est impos\u00e9 comme un ph\u00e9nom\u00e8ne culturel global, qui influence bien au-del\u00e0 de ses fronti\u00e8res initiales. Les joueurs sont d\u00e9sormais prescripteurs, cr\u00e9ateurs de tendances et moteurs d&rsquo;opinions dans tous les secteurs.<\/p>\n<p>Selon une \u00e9tude r\u00e9cente, pr\u00e8s de 90 % des marketeurs reconnaissent l&rsquo;importance croissante du gaming, et 40 % pr\u00e9voient d&rsquo;augmenter leurs d\u00e9penses en 2026. Le gaming est devenu une pr\u00e9sence continue tout au long de l&rsquo;ann\u00e9e pour 78 % des annonceurs, en devenant le troisi\u00e8me canal d&rsquo;investissement le plus attendu.<\/p>\n<div class=\"pk-content-block pk-block-border-all\"><strong>Le constat est clair : pendant que vos concurrents saturent les canaux traditionnels, le gaming offre un territoire d&rsquo;expression encore relativement vierge pour les retailers.<\/strong><\/div>\n<p><img  decoding=\"async\"  src=\"data:image\/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABAQMAAAAl21bKAAAAA1BMVEUAAP+KeNJXAAAAAXRSTlMAQObYZgAAAAlwSFlzAAAOxAAADsQBlSsOGwAAAApJREFUCNdjYAAAAAIAAeIhvDMAAAAASUVORK5CYII=\"  alt=\"Campagne in-game Bradford Gadsme\"  class=\" pk-lazyload\"  data-pk-sizes=\"auto\"  data-pk-src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/vuesJeux.jpg\" ><\/p>\n<p><a id=\"s2\"><\/a><\/p>\n<h2 id=\"pourquoi-lin-game-advertising-repond-aux-nouveaux-enjeux-du-retail-marketing\"><b>Pourquoi l&rsquo;in-game advertising r\u00e9pond aux nouveaux enjeux du retail marketing<\/b><\/h2>\n<h3 id=\"1-toucher-les-audiences-la-ou-la-concurrence-nest-pas-encore\">1. Toucher les audiences l\u00e0 o\u00f9 la concurrence n&rsquo;est pas (encore)<\/h3>\n<p>Dans un environnement o\u00f9 chaque scroll sur les r\u00e9seaux sociaux expose les consommateurs \u00e0 des dizaines de publicit\u00e9s concurrentes, les jeux vid\u00e9o offrent un espace de communication moins encombr\u00e9. Vos messages b\u00e9n\u00e9ficient d&rsquo;une visibilit\u00e9 accrue, loin du bruit ambiant des plateformes satur\u00e9es.<\/p>\n<h3 id=\"2-une-integration-non-intrusive-qui-respecte-lexperience-utilisateur\">2. Une int\u00e9gration non-intrusive qui respecte l&rsquo;exp\u00e9rience utilisateur<\/h3>\n<p>Contrairement aux pop-ups agressifs ou aux pre-rolls interruptifs, la publicit\u00e9 in-game s&rsquo;int\u00e8gre naturellement dans l&rsquo;environnement du jeu. Panneaux publicitaires dans un stade virtuel, enseignes sur les fa\u00e7ades de buildings dans un jeu de course, produits pr\u00e9sents dans l&rsquo;inventaire d&rsquo;un personnage : ces formats contextualis\u00e9s ne perturbent pas l&rsquo;exp\u00e9rience de jeu, ils l&rsquo;enrichissent en la rendant plus r\u00e9aliste.<\/p>\n<div class=\"pk-callout\"><strong>Cette approche respectueuse g\u00e9n\u00e8re une meilleure r\u00e9ceptivit\u00e9 : les joueurs ne per\u00e7oivent pas ces messages comme de la publicit\u00e9 intrusive, mais comme des \u00e9l\u00e9ments naturels de leur univers ludique.<\/strong><\/div>\n<table role=\"presentation\" width=\"100%\" cellpadding=\"0\" cellspacing=\"0\" style=\"margin:40px 0; border-collapse:collapse;\">\n<tr>\n    <!-- VIDEO BADMINTON --><\/p>\n<td width=\"50%\" style=\"padding-right:12px; vertical-align:top;\">\n      <video \ncontrols\n        playsinline\n        preload=\"metadata\"\n        poster=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/gadsme-bradford-3-scaled.jpg\"\n        style=\"width:100%; height:auto; border-radius:10px; background:#000; display:block;\"\n      ><source src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/Gadsme-EasyCash-Badminton.webm\" type=\"video\/webm\"><source src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/Gadsme-EasyCash-Badminton.mp4\" type=\"video\/mp4\"><source src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/Gadsme-EasyCash-Badminton.ogv\" type=\"video\/ogg\">Votre navigateur ne supporte pas la lecture vid\u00e9o.<\/video>\n    <\/td>\n<p>    <!-- VIDEO TENNIS --><\/p>\n<td width=\"50%\" style=\"padding-left:12px; vertical-align:top;\">\n      <video \ncontrols\n        playsinline\n        preload=\"metadata\"\n        poster=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/gadsme-bradford-scaled.jpg\"\n        style=\"width:100%; height:auto; border-radius:10px; background:#000; display:block;\"\n      ><source src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/Gadsme-EasyCash-Tennis.webm\" type=\"video\/webm\"><source src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/Gadsme-EasyCash-Tennis.mp4\" type=\"video\/mp4\"><source src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/Gadsme-EasyCash-Tennis.ogv\" type=\"video\/ogg\">Votre navigateur ne supporte pas la lecture vid\u00e9o.<\/video>\n    <\/td>\n<\/tr>\n<\/table>\n<h3 id=\"3-creer-un-lien-authentique-avec-des-audiences-difficiles-a-atteindre\">3. Cr\u00e9er un lien authentique avec des audiences difficiles \u00e0 atteindre<\/h3>\n<p>Les audiences jeunes, particuli\u00e8rement la Gen Z et les Millennials, ont d\u00e9velopp\u00e9 une forte r\u00e9sistance aux formats publicitaires traditionnels. Adblockers, skip syst\u00e9matique des publicit\u00e9s, scrolling rapide : ces g\u00e9n\u00e9rations ma\u00eetrisent l&rsquo;art d&rsquo;\u00e9viter les messages commerciaux.<\/p>\n<p>Le gaming permet de contourner ces barri\u00e8res en cr\u00e9ant des points de contact authentiques. Lorsqu&rsquo;une marque s&rsquo;int\u00e8gre intelligemment dans un univers que le joueur affectionne, elle ne fait plus intrusion : elle fait partie de l&rsquo;exp\u00e9rience.<\/p>\n<h3 id=\"4-sadresser-differemment-a-ceux-qui-rejettent-la-pub-classique\">4. S&rsquo;adresser diff\u00e9remment \u00e0 ceux qui rejettent la pub classique<\/h3>\n<p>Au-del\u00e0 de l&rsquo;aspect non-intrusif, l&rsquo;in-game advertising propose une alternative narrative. Plut\u00f4t que de pousser un message commercial frontal, les marques peuvent raconter leur histoire \u00e0 travers des exp\u00e9riences immersives, cr\u00e9er des moments m\u00e9morables, et g\u00e9n\u00e9rer de l&rsquo;engagement \u00e9motionnel fort.<\/p>\n<p><a id=\"s3\"><\/a><\/p>\n<h2 id=\"deux-approches-complementaires-de-lin-game-advertising\"><b>Deux approches compl\u00e9mentaires de l&rsquo;in-game advertising<\/b><\/h2>\n<h3 id=\"les-experiences-de-marque-integrees-impact-puissant-mais-portee-internationale\">Les exp\u00e9riences de marque int\u00e9gr\u00e9es : impact puissant mais port\u00e9e internationale<\/h3>\n<p>Certaines marques ont marqu\u00e9 les esprits avec des int\u00e9grations majeures dans des jeux \u00e0 succ\u00e8s. Fortnite reste l&rsquo;exemple le plus embl\u00e9matique avec ses collaborations spectaculaires : des concerts virtuels de Travis Scott ou Ariana Grande aux skins exclusifs de franchises comme Marvel ou Star Wars, Epic Games a transform\u00e9 son jeu en plateforme culturelle o\u00f9 les marques peuvent cr\u00e9er des exp\u00e9riences in\u00e9dites.<\/p>\n<p>Dans l&rsquo;univers automobile, <strong>Dacia<\/strong> a \u00e9galement explor\u00e9 ce territoire. Pour c\u00e9l\u00e9brer le premier anniversaire de la Spring EV, la marque a lanc\u00e9 une exp\u00e9rience gaming ciblant les 25-34 ans, centr\u00e9e sur Rocket League, cr\u00e9ant ainsi un pont ludique entre produit et audience.<\/p>\n<p><!-- image Dacia ici --><br \/>\n<img  decoding=\"async\"  src=\"data:image\/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABAQMAAAAl21bKAAAAA1BMVEUAAP+KeNJXAAAAAXRSTlMAQObYZgAAAAlwSFlzAAAOxAAADsQBlSsOGwAAAApJREFUCNdjYAAAAAIAAeIhvDMAAAAASUVORK5CYII=\"  alt=\"Campagne in-game Dacia Spring\"  class=\" pk-lazyload\"  data-pk-sizes=\"auto\"  data-pk-src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/ingameDacia.jpg\" ><\/p>\n<p><strong>Ces partenariats cr\u00e9ent ind\u00e9niablement une relation forte avec la Gen Z et la communaut\u00e9 gaming.<\/strong> Cependant, pour les retailers fran\u00e7ais, il faut relativiser leur pertinence : ces int\u00e9grations touchent une audience internationale massive, mais offrent peu de granularit\u00e9 pour cibler sp\u00e9cifiquement les consommateurs fran\u00e7ais ou optimiser les investissements selon des zones g\u00e9ographiques pr\u00e9cises.<\/p>\n<h3 id=\"le-programmatique-in-game-maitrise-ciblage-et-roi-mesurable\"><b>Le programmatique in-game : ma\u00eetrise, ciblage et ROI mesurable<\/b><\/h3>\n<p>C&rsquo;est ici que le <strong>programmatique dans les jeux vid\u00e9o<\/strong> change la donne pour les retailers. Cette approche permet de :<\/p>\n<ul>\n<li><strong>Ma\u00eetriser pr\u00e9cis\u00e9ment son audience :<\/strong> ciblage g\u00e9ographique, d\u00e9mographique, comportemental<\/li>\n<li><strong>Contr\u00f4ler ses co\u00fbts de diffusion :<\/strong> mod\u00e8le CPM classique, optimisation en temps r\u00e9el<\/li>\n<li><strong>G\u00e9rer finement son inventaire :<\/strong> diffusion uniquement sur des jeux de sport, des jeux de simulation, ou tout autre environnement coh\u00e9rent avec votre marque<\/li>\n<li><strong>Mesurer la performance :<\/strong> impressions, reach, CTR, CPC\u2026<\/li>\n<\/ul>\n<p><a id=\"s4\"><\/a><\/p>\n<h2 id=\"cas-pratique-easy-cash-sur-football-manager-2026\"><b>Cas pratique : Easy Cash sur Football Manager 2026<\/b><\/h2>\n<div style=\"text-align: center; margin: 20px 0;\"><video style=\"width: 100%; max-width: 100%; height: auto;\" preload=\"metadata\" controls=\"controls\" width=\"300\" height=\"150\"><source src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/Gadsme-EasyCash-FM26_1.webm\" type=\"video\/webm\" \/><source src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/Gadsme-EasyCash-FM26_1.mp4\" type=\"video\/mp4\" \/><source src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/Gadsme-EasyCash-FM26_1.ogv\" type=\"video\/ogg\" \/>Votre navigateur ne supporte pas la lecture de vid\u00e9os HTML5.<\/video><\/div>\n<p>L&rsquo;Agence Bradford a r\u00e9cemment pilot\u00e9 pour <strong>Easy Cash<\/strong> une campagne programmatique in-game qui illustre parfaitement cette approche performante et ma\u00eetris\u00e9e.<\/p>\n<p><strong>Le dispositif combinait deux axes :<\/strong><\/p>\n<ol>\n<li><strong>Mobile :<\/strong> diffusion programmatique cibl\u00e9e dans une s\u00e9lection de jeux mobiles pour toucher les gamers sur smartphone<\/li>\n<li><strong>PC :<\/strong> activation sur <strong>Football Manager 2026<\/strong> avec int\u00e9gration de panneaux publicitaires dynamiques dans les cutscenes de matchs<\/li>\n<\/ol>\n<p>Cette seconde activation marque une premi\u00e8re en France sur le programmatique PC, d\u00e9velopp\u00e9e en partenariat avec <strong>Gadsme<\/strong>, r\u00e9gie leader du secteur sp\u00e9cialis\u00e9e dans l&rsquo;int\u00e9gration publicitaire non-intrusive.<\/p>\n<p>Le dispositif a d&rsquo;ailleurs \u00e9t\u00e9 mis \u00e0 l&rsquo;honneur sur\u00a0<strong><a href=\"https:\/\/www.mntd.fr\/in-game-advertising-lagence-bradford-et-gadsme-lancent-une-campagne-programmatique-inedite-pour-easy-cash\/\" target=\"_blank\" rel=\"noopener noreferrer\">Minted<\/a><\/strong>, plateforme de r\u00e9f\u00e9rence qui valorise les campagnes digitales les plus innovantes.<\/p>\n<div class=\"pk-image-grid\">\n<p><img  decoding=\"async\"  src=\"data:image\/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABAQMAAAAl21bKAAAAA1BMVEUAAP+KeNJXAAAAAXRSTlMAQObYZgAAAAlwSFlzAAAOxAAADsQBlSsOGwAAAApJREFUCNdjYAAAAAIAAeIhvDMAAAAASUVORK5CYII=\"  alt=\"Campagne in-game Easy Cash Football Manager \u2013 visuel 1\"  class=\" pk-lazyload\"  data-pk-sizes=\"auto\"  data-pk-src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/gadsme-bradford.jpg\" ><\/p>\n<p><img  decoding=\"async\"  src=\"data:image\/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABAQMAAAAl21bKAAAAA1BMVEUAAP+KeNJXAAAAAXRSTlMAQObYZgAAAAlwSFlzAAAOxAAADsQBlSsOGwAAAApJREFUCNdjYAAAAAIAAeIhvDMAAAAASUVORK5CYII=\"  alt=\"Campagne in-game Easy Cash Football Manager \u2013 visuel 2\"  class=\" pk-lazyload\"  data-pk-sizes=\"auto\"  data-pk-src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/gadsme-bradford-2.jpg\" ><\/p>\n<p><img  decoding=\"async\"  src=\"data:image\/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABAQMAAAAl21bKAAAAA1BMVEUAAP+KeNJXAAAAAXRSTlMAQObYZgAAAAlwSFlzAAAOxAAADsQBlSsOGwAAAApJREFUCNdjYAAAAAIAAeIhvDMAAAAASUVORK5CYII=\"  alt=\"Campagne in-game Easy Cash Football Manager \u2013 visuel 3\"  class=\" pk-lazyload\"  data-pk-sizes=\"auto\"  data-pk-src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/gadsme-bradford-3.jpg\" ><\/p>\n<p><img  decoding=\"async\"  src=\"data:image\/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABAQMAAAAl21bKAAAAA1BMVEUAAP+KeNJXAAAAAXRSTlMAQObYZgAAAAlwSFlzAAAOxAAADsQBlSsOGwAAAApJREFUCNdjYAAAAAIAAeIhvDMAAAAASUVORK5CYII=\"  alt=\"Campagne in-game Easy Cash Football Manager \u2013 visuel 4\"  class=\" pk-lazyload\"  data-pk-sizes=\"auto\"  data-pk-src=\"https:\/\/www.agence-bradford.com\/inside-shopper\/wp-content\/uploads\/2026\/01\/gadsme-bradford-1.jpg\" ><\/p>\n<\/div>\n<h3 id=\"pourquoi-football-manager-pour-easy-cash\">Pourquoi Football Manager pour Easy Cash ?<\/h3>\n<p>La coh\u00e9rence \u00e9tait parfaite : Easy Cash dispose d&rsquo;une offre cons\u00e9quente de consoles et jeux vid\u00e9o de seconde main. Toucher une audience de gamers passionn\u00e9s, au c\u0153ur de leur exp\u00e9rience de jeu, dans un environnement 100% contextuel (le sport, la comp\u00e9tition), avec un message adapt\u00e9 <strong>\u00ab\u00a0100% cash, 0% Game Over\u00a0\u00bb<\/strong> d\u00e9clin\u00e9 du concept global de la marque, \u00e9galement imagin\u00e9 par l&rsquo;agence Bradford.<\/p>\n<p><strong>Les r\u00e9sultats confirment la pertinence du levier :<\/strong><\/p>\n<ul>\n<li><strong>560 000 personnes touch\u00e9es<\/strong><\/li>\n<li><strong>CTR moyen de 0,42%<\/strong><\/li>\n<li><strong>Campagne #1 en France sur Q3-Q4<\/strong> en termes de performance sur la r\u00e9gie Gadsme<\/li>\n<\/ul>\n<div class=\"pk-callout\"><strong>Au-del\u00e0 des m\u00e9triques, cette campagne d\u00e9montre qu&rsquo;un retailer peut investir le gaming avec agilit\u00e9, pr\u00e9cision et efficacit\u00e9, sans investir les budgets pharaoniques des int\u00e9grations Fortnite ou Roblox.<\/strong><\/div>\n<p><a id=\"s5\"><\/a><\/p>\n<h2 id=\"in-game-advertising-un-levier-davenir-pour-les-retailers\"><b>In-game advertising : un levier d&rsquo;avenir pour les retailers<\/b><\/h2>\n<p>Face \u00e0 la saturation des canaux traditionnels, \u00e0 la d\u00e9fiance croissante des audiences envers la publicit\u00e9 classique, et \u00e0 l&rsquo;\u00e9mergence d&rsquo;une g\u00e9n\u00e9ration native du gaming, l&rsquo;in-game advertising n&rsquo;est plus une option exp\u00e9rimentale pour les retailers : c&rsquo;est un territoire strat\u00e9gique \u00e0 investir d\u00e8s maintenant.<\/p>\n<div class=\"pk-content-block pk-block-border-all\">Conqu\u00e9rir des espaces publicitaires encore peu concurrentiels<br \/>\nCr\u00e9er des liens authentiques avec des audiences qualifi\u00e9es<br \/>\nMa\u00eetriser leurs investissements avec la m\u00eame rigueur que sur les canaux digitaux classiques<br \/>\nMesurer la performance r\u00e9elle de leurs activations<\/div>\n<p><a id=\"s6\"><\/a><\/p>\n<h2 id=\"faq\"><b>FAQ<\/b><\/h2>\n<h3 id=\"quel-est-linteret-du-programmatique-in-game-pour-un-retailer\"><b>Quel est l&rsquo;int\u00e9r\u00eat du programmatique in-game pour un retailer ?<\/b><\/h3>\n<p>Il permet de diffuser des campagnes media avec un ciblage g\u00e9ographique et d\u00e9mographique pr\u00e9cis, tout en mesurant les performances (CTR, impressions) en temps r\u00e9el.<\/p>\n<h3 id=\"la-publicite-in-game-est-elle-adaptee-a-la-gen-z\"><b>La publicit\u00e9 in-game est-elle adapt\u00e9e \u00e0 la Gen Z ?<\/b><\/h3>\n<p>Oui, car elle utilise des formats non-intrusifs qui s&rsquo;int\u00e8grent naturellement \u00e0 l&rsquo;exp\u00e9rience de jeu, contournant ainsi la lassitude publicitaire traditionnelle.<\/p>\n<h3 id=\"quels-types-de-jeux-sont-utilises-pour-ces-campagnes\"><b>Quels types de jeux sont utilis\u00e9s pour ces campagnes ?<\/b><\/h3>\n<p>Les campagnes peuvent \u00eatre diffus\u00e9es sur mobile ou PC, dans des environnements vari\u00e9s comme des jeux de sport (ex: Football Manager), de simulation ou d&rsquo;action.<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"post-excerpt\">Sommaire : Le gaming : un territoire marketing encore sous-exploit\u00e9 Pourquoi l&rsquo;in-game advertising r\u00e9pond aux nouveaux enjeux Deux approches compl\u00e9mentaires de l&rsquo;in-game advertising Cas pratique : Easy Cash sur Football&hellip;<\/div>\n","protected":false},"author":2,"featured_media":63631,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[17,1,11],"tags":[248,245,246,247,69,23,21,244,164,243],"powerkit_post_featured":[2],"class_list":{"0":"post-63467","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-experiences-humeurs","8":"category-marketing-du-point-de-vente","9":"category-shoppers-experiences","10":"tag-agence-creation","11":"tag-agence-marketing","12":"tag-agence-plan-daction-marketing","13":"tag-animation-commerciale","14":"tag-creation","15":"tag-design","16":"tag-design-thinking","17":"tag-direction-marketing","18":"tag-marketing","19":"tag-plan-daction-marketing"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>In-Game Advertising 2026 : Pourquoi les Retailers doivent investir le Gaming ?<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment le display in-game et la publicit\u00e9 programmatique dans le jeu vid\u00e9o transforment le retail marketing. 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