The situation
Gaming has become one of the few environments where people are fully engaged. According to Newzoo’s Global Games Market Report, the industry will reach 3.6 billion players worldwide in 2025 (+4.4% YoY) and generate $188.8 billion in revenue.
For a leading QSR brand, this scale revealed a clear opportunity: Asian American gamers represented a highly engaged audience that traditional channels weren’t reaching effectively, particularly around cultural moments like Lunar New Year.
Instead of defaulting to traditional digital channels, the brand focused on gamers across mobile, console, and PC. The goal was to deliver messaging that felt natural within the environments where people were already engaging.
The solution
In partnership with AdsWizz, the campaign deployed in-game audio supported by companion visuals to integrate into gameplay rather than cut through it.
To bring this approach to life, the campaign focused on:
- Non-interruptive audio placements that fit naturally into gameplay
- In-language and English creative aligned to how different audiences consume content
- Behavioral, cultural, and geo-based targeting to keep messaging relevant at a local level
The campaign reached a broad mix of Pan-Asian, Chinese, Korean, Filipino, Asian Indian, and Vietnamese audiences in the US, ensuring messaging reflected both language and cultural context.
The results
The initial test campaign delivered over 700K audio impressions and more than 500K companion banner impressions, with a placement rate that significantly outperformed typical digital audio benchmarks.
Engagement was strong from the start, with a 91% listen-through rate, while companion visuals reinforced the message and drove consistent interaction. That early performance led to a 3.5x increase in investment for a Lunar New Year campaign.
The second phase scaled to 2.45M audio impressions while maintaining similarly high listen-through rates and improving click-through on companion banners.
Together, these results showed that in-game audio could scale effectively while maintaining high engagement.
The impact
- Consistently high completion rates show that in-game audio can hold attention without interrupting the experience
- In-language multicultural messaging delivered consistent results across campaigns, proving it can scale without losing relevance
- When message, language, and environment align, engagement becomes more natural
“We’ve had a great experience partnering with the AdsWizz team. The in-game audio solutions provided an efficient and engaging way to reach our target audience during relevant, casual gaming moments, and the campaign delivered strong performance against our objectives. We’re very pleased with the results and look forward to continued collaboration.”
-Media Supervisor
Technology for a sound world.
