Reaching the right audience is one of the biggest challenges in game marketing today. As competition intensifies and acquisition costs rise, relying solely on social media and walled gardens is no longer sufficient. For publishers and studios seeking scalable, efficient, and data-driven advertising solutions, programmatic buying has become an indispensable tool. However, standard Demand-Side Platforms (DSPs) often lack the gaming-specific intelligence required to maximise engagement and conversion. This is where Gateway by Second Stage changes the game.
Beyond Traditional Advertising: Why Game Studios Need a Specialised DSP
Unlike generic DSPs, Gateway is designed specifically for PC and console games, leveraging a deep understanding of gamer behaviour, platform ecosystems, and audience segmentation. While traditional ad platforms struggle with reaching players in meaningful, intent-driven environments, Gateway integrates with over 100 industry-leading ad exchanges, ensuring campaigns are delivered in premium, brand-safe spaces where gamers actively consume content.
At the core of Gateway’s effectiveness is Game Affinity Targeting (GAT)—a proprietary approach that enables precise audience selection based on gaming preferences. Instead of relying on broad demographic data or ineffective interest categories, Gateway identifies high-affinity players by analysing overlapping game ownership, playtime, review patterns, and engagement signals. This methodology ensures that advertisements are seen by gamers most likely to engage with a new title, driving superior performance compared to traditional programmatic targeting.
Creative Optimisation: The Key to Capturing Gamer Attention
One of the critical success factors in programmatic advertising is creative execution. Unlike social platforms where users scroll past ads within seconds, display and video formats in programmatic require strategic placement and compelling storytelling. Gateway’s approach to creative optimisation is based on proven performance insights from the gaming industry.
For video advertising, landscape video (1920×1080) is the dominant format in programmatic, outperforming other placements in visibility and engagement. To maximise impact, ads should feature branding within the first three seconds and run between 15 to 30 seconds to maintain viewer retention.
For display, Gateway supports high-impact, above-the-fold placements that have consistently delivered superior results for game publishers. These include leaderboard banners (728×90, 970×250), medium rectangles (300×250), wide skyscrapers (160×600), and half-page ads (300×600)—formats that have been optimised to drive both awareness and conversions.
Full-Funnel Game Marketing Without the Complexity
The biggest advantage of Gateway lies in its fully managed service model. Unlike self-serve DSPs that require significant expertise in programmatic buying, Gateway handles campaign setup, optimisation, and real-time reporting to ensure maximum efficiency. Studios and publishers can focus on developing great games, while Gateway’s platform continuously refines targeting, bidding, and placements to deliver the best possible return on ad spend.
With competitive CPM rates, transparent performance insights, and a dedicated team optimising every aspect of the campaign, Gateway eliminates the complexity of programmatic advertising while unlocking its full potential for game marketing.
Redefining Programmatic for Game Publishers
The future of game advertising lies in precision, scale, and automation—qualities that traditional social and search advertising cannot fully deliver. As player acquisition strategies evolve, investing in programmatic solutions tailored specifically for gaming will be crucial for sustainable growth.
Gateway represents this shift by combining advanced targeting, premium inventory, and creative best practices into a single, streamlined solution. For studios and publishers looking to expand beyond reach gamers where they engage, Gateway is more than just an alternative.
Learn more at secondstage.io/gateway.
