Vertiqal Studios, which defines itself as the owner of North America’s largest gaming and lifestyle network on social media, has partnered with Toronto-based gaming platform Ledge to offer brands immersive in-game opportunities.
Vertiqal is a digital channel network and video production studio. The company partners with brands to develop strategic content, including the creation and distribution of viral videos. It manages more than 130 channels on TikTok, Instagram and Snapchat. Meanwhile, Ledge, dedicated to adding an immersive layer to gaming experiences, develops playable in-game branded maps in titles such as Fornite and Roblox.
The partnership will enable client brands to create custom integrations through in-game maps and challenges that also enhance the player experience, particularly for Gen Z and Millennials. The maps and brand challenges will be sold an amplified by Vertiqal’s owned social channels.
“As gaming becomes an increasingly popular channel for brand engagement, adding custom maps aligned with leading brands or campaign themes has become a unique way to enhance player experience,” said Vertiqal Studios CEO Jon Dwyer. “Through our partnership with Ledge, we will develop branded maps that resonate with players, adding an immersive layer to marketing campaigns within competitive gaming environments.”
According to a study conducted this year by Fandom (based on a survey of 5,500 gaming consumers aged 13 to 54 in several countries including Canada), a majority of players believe video games are more interactive and engaging than movies and shows, with 59% feeling more fulfilled after playing a game. Some 45% said that like games more than movies because of the story of the games, and 53% said they like the stories because they have more power to control those stories, which they can’t do watching movies.
In Canada, a recent LG Ad Solutions report also found that connected TV ads drive almost two-thirds of gamers’ purchase decisions: 59% of Canadian gamers agree that TV ads influence their decision to buy video games, and 63% say they are more likely to buy games advertised there.
