There was a time when games were considered a waste of time. Parents felt young boys and girls sitting in their room for hours playing mindless games. However, this is no longer true today as gaming has reached another level. Yes, that’s right. Some individuals have made a career out of playing games.
Gaming evolution has been one of the most rapid shifts in the entertainment industry. Technology has improved significantly as games and animation has also become a part of movies and Tv shows. This creates even more awe-inspiring worlds, and scientific simulations to make games look so shiny.
Nowadays, the brands and other non-game advertisers are very careful when it comes to tapping into the power of smartphone games.
No matter what the age group is, everyone from kids to elderly enjoys the on-the-go gaming as it is increasing.
If brands are still not thinking about the mobile gaming audience within their mobile marketing strategy, then they are missing a lot. What non-gamers do companies need to know before reaching a mobile gaming audience?
We have you covered.
Here is what they should consider:
The Mobile Gaming Audience is Engaged and Growing
Do you know that there are more than 2.5 billion gamers across the world?
Yes, and they have spent $152.1 billion on games last year. This represents an increase of +9.6% year on year. The console will be the fastest-growing segment this year, growing +13.4% year on year to $47.9 billion in 2019.
Whether you talk about online crossword games or action genres, the gaming revenues are almost entirely driven by consumer spending but the business model has significantly evolved in recent years. Users today are buying fewer games than in previous decades. They are more focused on free games. This is shifting the business model from single-unit to recurring revenue generated from a base of active users.
Also, this business model has come in tandem with improvements to gaming hardware, bandwidth, and mobile internet. All this has made high-quality games more accessible across devices and platforms. Indeed, close to half (48%) of the industry’s revenue now comes from mobile gaming.
When we look into the data of who is playing mobile games, it crosses a huge range of gender and age ranges. Men and women both equally love playing online games. Also, the stereotypical idea of gamer is no longer true – today everyone games.
Mobile gamers engage with interstitials
When done right, interstitial ads, either static images or videos are a great way for non-game companies to work within mobile games.
All these interstitials have a completion rate of about 70%. It has been proved time and again that mobile games usually have some sort of gameplay loop.
However, a brief break from the action should always be welcomed and it’s something most smartphone gamers are actually accustomed to.
Though making ads for games requires a different way of thinking. Even more traditional mobile or desktop ads are often relatively passive. As an advertiser, there are approximately 15-30 seconds time to capture a player’s attention.
Graphic quality and creativity is the key. Every ad requires a clear call-to-action, either strongly visible in an image or on a video’s landing page. Or the best is to make it totally interactive.
Go for positive brand association with rewards
Rewarded videos are a great opportunity to create a positive impact on your brand.
All the smartphone users have the option of watching an ad in return for an in-game reward like in-game currency or the chance to play the game longer.
Let’s say for the brand X or Y, giving in reward within the game creates an authentic moment with the user to generate goodwill towards the brand. The completion rate is usually rewarded with videos over 90%.
Interactive playable ads for the highest conversion
Imagine as a brand you can give an experience to the players and make them immersed in your world that you created within 15-30 seconds. That’s the power of playable ads. And the most creative ad format in the mobile realm today. It’s a quick, totally interactive ad that gives brands the opportunity to reach the audience that is interested in your offering.
For brands, this is useful as it allows you to get engaged in the new app users. This ad experience feels totally native and embedded as it comes in the middle when a player is playing a game.
Audiences are easily targeted based on behavior
Targeting is the key to any advertiser. This looks to increase relevance and ROI as it is no different from the mobile games audience. From genre to sub-genre, categories, device platform, gender, and even time of day will assist you in targeting the right people at the right time.
Non-game advertisers can benefit from learning more about the opportunities available to them within games. This smartphone gaming industry is quickly maturing and evolving. This means the advertiser’s experience will only improve. When worked closely, the branding defines advertising goals and leveraging mobile game data, brands can set themselves up for success.