Brand Suitability
Part of Gaming audience planning
Evaluating game genres against a brand's audience
Assess whether proposed game genres fit your brand’s Australian audience using evidence for the titles, placements and eligible inventory offered.
Treat a game genre as an audience hypothesis. To decide whether it fits a brand, check the people playing the proposed titles and the audience eligible for the actual ads. A genre label alone cannot show that the brand's intended customers will receive a campaign.
Define what a match would mean
Define the customer group, Australian market requirement, relevant devices and campaign period. Explain why the genre looks promising. Separate audience fit from creative fit: a game's theme may suit a message even if its available ad audience does not suit the brand.
Check the games behind the genre
Request the named games or apps and the devices, placements and dates offered. Ask for Australian audience evidence at title level where available. If the seller uses a broader inventory group, find out which titles it covers and why that group is a reasonable substitute. A global profile should be labelled global.
Question / Evidence to look for
- Who plays the proposed titles?
- Source, population, market and research period
- Who could receive the ads?
- Placement eligibility, device coverage and targeting rules
- What share fits the brief?
- A segment definition, its estimated share and the unknown share
- How much inventory is usable?
- Opportunities available under the proposed dates and restrictions
The player profile and eligible ad audience may differ. If the seller cannot estimate the eligible audience, record the gap. Do not transfer a whole-game profile to one placement without qualification.
Key Metrics to Verify for Game Genre Campaigns in Australia
- Eligible Ad Audience Coverage
- Device and placement eligibility across iOS, Android, and web in Australia
- Australian Reach Standards
- Guidelines from Media Rating Council, https://mediaratingcouncil.org/sites/default/files/Standards/AudienceReachMeasurementGuidelines-2.pdf
- Global vs. Local Data
- Global profiles must be clearly labelled; Australian-specific data preferred
Compare candidates consistently
Use the same customer definition when comparing genres. Assess both the estimated share of the intended audience and the usable Australian scale.
A concentrated audience may offer limited eligible inventory; a broader audience may offer more scale but less precision. Check that estimates use comparable periods, geography and counting units. Keep people, accounts and devices separate unless a supported method makes them comparable.
People may play titles in more than one genre. Ask whether a combined reach estimate removes that overlap. If the seller cannot explain the method, compare genres separately rather than adding their reach figures.
Make the selection
Record for each shortlisted genre: the audience reason, titles offered, strongest evidence, material gap and decision. If evidence is weak, state what a limited campaign could learn from delivered audience reporting before treating it as a larger buy. Game-content suitability and product-specific age rules require separate approval; audience fit does not settle them.
