Best examples of Podcasts as a Game Marketing channel
Podcasts are gaining increasing popularity as a source of entertainment and information. As an entertainment medium that can be simultaneously consumed whilst consumers are doing something else, Podcasts also offer a great opportunity for advertisers to reach consumers.
A particular opportunity is for Game Marketers – who can use the intimate listening environment of podcasts and the storytelling power of hosts to also promote their games.
In an increasingly competitive and saturated ad market, Podcasts offer a unique way for Game marketers to stand apart from their competitors and reach valuable audiences in a memorable way.
We break down more benefits of using Podcasts for Game marketing here.
If you’re a game marketer looking for examples of effective Gaming ads on Podcasts, here are some of our top picks –
1. Into the Dark for June’s Journey
Check out the audio ad here:
Into the Dark Podcast Influencer ad for June’s Journey
Image via: Into the Dark Podcast
This ad by True Crime Podcast Into the Dark for June’s Journey works well for a number of reasons.
First, it’s a perfect fit for the audience of a true crime show. Podcast audiences naturally tend to skew slightly older, and older females tend to make up the largest segment of True Crime consumers. Besides, the themes are perfectly aligned – it’s quite natural that someone interested in True Crime content would be interested in a detective themed mobile game like June’s Journey.
When it comes to the ad itself, there are a few things that stand out:
Tapping into the strength of the para-social relationships with the choice of words –
Note how the host mentions ‘If you’re anything like me,’ right at the outset?
This is a subtle cue that draws on the connection listeners feel to the host.
The reason why influencers often work better than celebrities for marketing is because they not only present something their audiences want to emulate or relate with, but their recommendations also come across as more authentic.
So when they say ‘if you’re anything like me,’ they’re drawing in people who –
- Already feel like they relate to the creator, and trust that they will enjoy something the creator claims to enjoy too
- WANT to relate to the creator or be like them and feel like emulating them will help them do that
What’s interesting is that Podcast creators have been shown to have a higher influential power than regular social media influencers on other platforms, so it makes it particularly impactful when these creators use these terms that invoke a deeper sense of connection and relatability.
Beyond this, the ad itself has an engaging script where the host uses powerful and visually stimulating words and alliteration like ‘glamorous, gritty world’ and ‘secrets, scandals’ to paint an engaging picture of the game, event in the absence of visual aids.
What’s more, the host mentions she likes to play the game to wind down and specifically points out her personal favourite aspects of the game – like the ability to take a creative break with the designing element, that offers a creative break in the midst of the gameplay.
She also emphasises the community aspect of the game, which is a powerful stimulant for consumers choosing a brand in 2025 as 76% of consumers are reportedly more likely to buy from brands with stronger communities.1
This combination of :
- Emphasis on community
- The right brand – Podcast fit
- Engaging script and read
- Personalised talking points
Each of these aspects makes for a well placed, creative, engaging and ultimately effective Podcast ad.
2. Anthony Padilla for RAID Shadow Legends
Like Into the Dark’s ad above, the host of this show makes it a point to talk about his personal favourite character within RAID: Shadow Legends in his endorsement, which adds to the authenticity of the collaboration.
He also connects it to his other likes and hobbies like collecting Pokemon, Digimon, and Magic: The Gathering cards, which widens the scope of appeal and gives audiences a reference point for assessing whether or not the brand is worth their interest. It’s the equivalent of e-commerce sites or entertainment networks using a “you may also like” angle to introduce something to consumers.
What’s also interesting about this ad is the added incentives to stimulate action –
- Free Starter packs – to provide an ‘instant win’ and gratification from the outset to lower the barrier to engage with the game.
- A limited time giveaway linked to action – a seasonal giveaway of smartphones and gaming consoles, amazon vouchers, cash vouchers, and in-game loot as a reward for participating in a mini in-game event offers an additional materialistic incentive to download the game and actually play it, and do so quick, before the offers expire, drawing on the fear of missing out.
Another thing worth noting, is that this is a simulcast ad – a recent addition to RAID: Shadow Legends’ Marketing strategy – which means, it’s placed in a show that has both, an audio only, and audio-visual version, and this ad-read has been optimised for both.
The addition of the QR code is a key means to maximise the tracked conversions through the collaboration by lowering the barrier to conversion to audiences who may be consuming the podcast via YouTube on their CTV screens, which, as we know, is an increasing % of the population.2
3. Was I in a Cult for Seekers Notes
Check out the audio ad here:
Was I In A Cult Podcast Influencer ad for Seekers Notes
Image via: Was I In A Cult Podcast
This ad read for Mytona’s Hidden Object game Seekers Notes by True Crime Podcast Was I in a Cult is a fantastic example of an engaging podcast ad.
The host’s tone of voice is particularly engaging, including plenty of inflections and intonations true to the host’s usual style that make it come across more authentically, rather than a cold, commercially produced ad spot.
The host also adds a fun personal element and inside jokes to the script – mentioning ‘not even Tyler can bother me,’ which yet again elevates the authenticity, and makes it clear it’s uniquely tailored by the host for their audience, based on the style, tone, and type of humour they enjoy.
The addition of the music and sound effects from the game make the ad even more engaging, helping paint a much clearer and vivid picture of the vibe of the game, even without the visual aids.
4. Morbidology for Two Dots
Morbidology Podcast Influencer ad for Two Dots
Image via: Morbidology Podcast
As with the June’s Journey and Seeker’s Notes ads, this ad by Moribidology for SocialPoint’s puzzle based game Two Dots demonstrates how True Crime content is a strong performer for sponsored content amongst older female audiences.
Like the ads we’ve discussed before, this ad does a great job at personalising the message-
The host starts with ‘if you’ve been listening for a while, you know that I’m a sucker for puzzle games.’
This does 2 key things –
- It establishes something for loyal listeners to latch onto – for those who HAVE been listening for a while, they’ll feel seen and validated if they did indeed know this about the host; whereas those who did not will internalise the information. This almost serves as a piece of personal trivia about the host, making consumers feel closer to them, and curious about the game.
- It offers a very natural brand-fit. Prefacing the brand introduction by saying she’s always been fond of similar games makes it clear that it’s not a random collaboration that seemingly has no connection to the Podcast’s content or the host themselves.
Another thing the ad does well is that it contextualises a player’s potential state of mind.
Rather than calling it a ‘fun game,’ the host frames it as a ‘ritual to wind down’ or something to ‘help you relax and keep you engaged.’
The host also paints scenarios where one might play it – like in bed before falling asleep, or on a flight. Reframing a pass time that we often view as a ‘wasteful’ or something to feel guilty about or ‘addicted’ to into these more meaningful or positive consumption patterns also does wonders to make consumers, particularly older audiences interested in the game.
Finally, a key talking point that often makes a big difference in how the ad is perceived or converts is the emphasis on the progress. The host mentions she herself is on Level 26, which offers a clear sense of reward, progression, and even low key competition, where listeners may be curious to try the game and see if they can reach the creator’s level or even surpass them.
5. Growing Paynes For Match Masters
This baked-in podcast ad offers a smooth, fun transition into the ad, which maintains the show’s fun banter & tone and seems more natural to the hosts.
Like with the RAID: Shadow legends podcast ad example above, this ad also features giveaways as a means to improve conversions, and as another example of a simulcast, also includes the QR codes to maximise tracked conversions from video podcast consumers.
This ad also makes the ‘community’ factor and PvP experience a central part of the messaging, which we know is an important thing for many consumers today. Like with Morbidology’s ad for Two Dots above, the talking points try to position the game as a positive habit, framing it as a solution to ‘doom scrolling’ and helping ‘sharpen quick thinking skills.’
Podcasts and simulcasts offer a unique opportunity for game marketers to leverage the voices of influential creators to craft compelling and personalised narratives to sell the appeal of games to new and valuable audiences. With versatile formats, ad types, and content niches, Podcasts are a brilliant opportunity for Game Marketers to diversify their marketing mix with a promising emerging channel that strikes a critical balance between performance and creativity.
Looking to discuss tailored and effective podcast influencer marketing campaigns for your game? Get in touch with our expert team today!