Rich media ads
What this page covers
Rich media ads
Rich media ads use video, animation and interactive elements to cut through busy feeds and storefronts. For gaming and iGaming brands, these formats help showcase gameplay, bonuses or events in a way that feels native to each platform while still being clearly noticeable for users of different ages, including mature audiences 35+.
On this page we focus on rich media ad formats that help brands stand out in social feeds, on video platforms and in app stores, reach specific audience segments and build creatives that genuinely resonate instead of looking like just another standard banner or post.
In brief
- Rich media ads combine video, animation, interactive elements and personalized offers to stand out in social feeds, app stores and large platforms, driving both reach and engagement for gaming and iGaming titles.
- They help brands work with different audience segments, including 35+ users, lower acquisition costs and increase the share of qualified players or leads compared to standard static display formats.
- Using rich formats across ecosystems such as social networks, video platforms and marketplaces turns a simple post into a full‑funnel tool that supports awareness, consideration and targeted in‑game or sign‑up actions.
What to do
Rich media ads are high‑impact formats that go beyond static banners: video, animation, carousels, interactive cards and large placements like mastheads on video platforms. They are designed to capture attention in busy feeds and on home pages where users communicate, watch streams, discover new games and make purchase decisions. For gaming and iGaming brands, this means the ability to combine reach and performance in one tool: you can show a noticeable creative to a broad audience and at the same time tailor messages to specific segments, including mature users 35+ who remain highly active on social platforms and video services.
When rich media is integrated into the ecosystem of a platform, each mechanic plays its role. In social networks, playable or animated formats highlight gameplay, bonuses or key features. On video platforms, mastheads and large banners introduce new launches or seasonal events to tens of millions of unique users with controlled frequency. In app stores and marketplaces, rich cards and video previews help users understand the core experience before clicking through, which supports more qualified traffic and stronger intent.
In practice, rich media campaigns are used to remind users about the brand, re‑engage warm audiences and deliver tailored offers to each segment. For example, publishers and developers use media formats on vertical platforms to showcase new content drops, updates or tournaments and to reduce cost per acquisition while increasing the share of targeted inquiries in the overall mix of reach channels. For marketers, this is an opportunity to test multiple creatives, adapt messages to different communities and placements, and build a measurable funnel from first contact to registration, deposit or in‑game purchase, instead of relying on a single standard post.
What to keep in mind
Rich media ads are most effective when they are aligned with the specifics of each platform, game genre and audience. Mature users 35+ actively consume content in social networks, streaming platforms and communities, but they react better to clear, relevant creatives than to generic flashy banners. This means that the same format must be adapted for different ecosystems: in social communities the emphasis is on native integration into the feed, while on video platforms large masthead banners work as a reach driver on the main page or in recommendation blocks.
Performance expectations should also be realistic. Rich media can improve key metrics, but only when combined with proper segmentation, pacing and frequency control. Cases from vertical platforms show that, with the right setup, media formats are able to reduce acquisition costs and bring a significant share of targeted inquiries in the overall mix of reach channels. At the same time, large placements with hundreds of millions of impressions per month require careful planning: you need to manage frequency, test creatives and monitor the share of qualified responses rather than focusing only on raw impressions.
For brands that are not yet ready to invest in creative production, testing and analytics, simpler formats may be more appropriate at the first stage. As the team gains experience with audiences, messages and channels, rich media ads can be added to the mix to scale reach, support launches and events, and strengthen the link between awareness activity and measurable in‑game or site actions.