to market your brand using mobile games

The COVID pandemic, which resulted in a lot of forced stay-at home orders, greatly affected the video gaming industry. This growth was possible due to the cancellation of trade shows, events and sports in person. Consumers were forced to turn to gaming and other activities for filling the void.

The pandemic had a negative impact on television viewing, with linear TV viewership declining in 2022. The videogame industry was one that thrive with a 20% YoY increase in revenue from 2019 and reaching $179 billion in worldwide revenue for 2020 in both software and hardware.

It’s not surprising that mobile advertising games have grown in popularity during this period. This article is part of a new series that explains why video games offer huge opportunities for advertisers in 2023.

Who plays videogames?

The IAB estimates that the video gaming industry has a global audience of more than 3 billion gamers. With in-game advertising revenues exceeding $6.26 billion by year’s end, this is a huge opportunity for brands to profit from this revenue.

• Video games are enjoyed by 227 million Americans
• 46% of video game players are women
• 70% of female viewers are mothers
• Gen Z is the generation that plays video games 80% of all people.

Zoe Soon, IAB Experience Center Vice President, said that gamers don’t identify as “gamers” anymore in the traditional sense. She also stated that people who watch TV aren’t called “tv viewers.” Gaming behavior is what we have, but people refer to them as “gamers” as though they are a distinct group of people. This concept is changing as gaming becomes more fluid via social and metaverse.

Video games are no longer considered an anti-social activity. Playing video games is a popular activity among Gen-Z people. They are primarily used to “hanging out” and not playing. According to a Deloitte survey, Gen Z and Millenials average 11 hours per week of video gaming. Gaming was the most popular pastime in all five countries that were surveyed: Japan, USA, Germany, Brazil and Brazil.

According to Statista

• 79% of gamers are older than 18
• The average age of a videogame player is 35
• 61% of US adults play games on their phones
• Shooter games are preferred by 80% of male gamers aged 18-34
• Mobile games are played by 95% of Asian female gamers
• Only 27% are Caucasian among American players
• 73% of African American teens are avid gamers

Their statistics also show that over 40-year-olds play video games. 14% of respondents are between 35 and 44, 12% between 45 and 54, and 7% over 65. These statistics prove that teenage boys are not allowed to play video games in their parents’ basements. All ages, races, genders, and genders can play video games.

Gaming will become an interaction language over the next few years. Brands who view it as an isolated channel are already behind the curve. To enjoy games, you don’t need a big gaming console that can be attached to your TV. Virtually everyone will have a complete gaming console in their hands by 2022.

Gaming has become one of the most promising opportunities for marketers. Gamers are becoming more diverse and have interests that go beyond gaming. It is difficult to beat when it comes to attracting attention and engaging audiences as a marketing medium.

What can brands do to advertise in video games? Mobile is the answer. Popular games like Candy Crush and Apex Legends have a wide range of players, including those who are younger than you. Mobile games can be a great way for brands to reach their target audience. There are some things to consider.

Mobile games – The lowest hanging fruit

Mobile advertising is the easiest way for brands and advertisers to get into videogame advertising. Ads are a great way for brands and advertisers to reach mobile users. Not all users will be willing to purchase in-app purchases, or they may prefer free games. Publishers get the chance to make money from the games and users can play the games free of charge. Advertisers have the option to display ads to specific demographics.

In-game ads were disruptive, intrusive and a bad experience for players. In-game ads were avoided by brands due to the possibility of bot clicks or wasteful spending. Game developers on mobile, consoles, and online found a way to integrate ads into the game and make them feel natural. Ads are now more natural and fit in the ecosystem.

Award ads can also be used in-app advertising. These ads are not skippable and give users previews of the in-app items. They also offer extra lives or benefits for those who don’t want to pay additional costs.

Advertisers have many options when it comes to in-game advertising platforms. Meta and Google AdMob allow advertisers to place ads in these formats:

• Interstitial
• Native Banners
• Contextual
• Rewarded
• Expandable
• In-game

Interstitial ads

Interstitial ads, which are full-screen ads that overlay the app’s interface, are full-screen ads. They appear during transitions or natural breaks in the game but do not interrupt play or distract the user.

Full-screen overlays are interstitial ads. They are full-screen overlays that can be used in place of banner ads. Because the ads can be displayed to users even while they are taking a break, these ads are great for games that have transition loops or natural pauses. Interstitial ads are less popular than banners, but they typically generate more revenue.

Native banners

Native banners are a popular format and the least intrusive. Although they look similar to regular banner ads, the feel and design is the same as the game environment. They are not displayed on the entire screen but don’t interfere with the game.

Banner ads are rectangular ads which can be displayed as text, images or video. These ads can be displayed on the home screen, embedded in the title and end-of-level screens or placed on the home screen. Banner ads are easiest to implement. They can increase a user’s exposure to the game while they play it, without interfering with the gameplay. Mobile banner ads are very similar to banner ads found on websites. AdMob offers smart banners, which automatically adjust the banner size for different devices.

Native ads can be tailored to match the context, color, visual design, layout and context of the game in which they are placed. You can include images and videos. Because native ads are consistent with the app’s design and feel, they can decrease user churn.

Contextual ads

Contextual ads are a mobile format that targets users based upon content preferences, interests and affinities. They integrate products and services naturally into the game.

Rewarded ads

Many free-to play games offer rewarded ads that allow players to earn rewards or level up by watching the entire video. This format is most popular and widely accepted by players because they receive an award for interactivity.

Rewarded ads are when users agree to engage in an ad for a “reward” within their app. Reward options include extra time in the game, power-ups, and other features that are only available through in-app purchase. Rewarded ads can be converted to video ads or interactive ads such as payables. The ad format allows users to control the experience by choosing whether or not they engage with an advertisement in return for a reward. Rewarded ads are becoming more popular in gaming because they increase user engagement and provide a significant boost to developers’ revenue.

Expandable ads

Expandable ads can interrupt user experience as they expand when clicked on. If done right, they can be very beneficial and provide an immersive experience. Many times, however, the ads are clicked accidentally and provide little benefit to the player.

Video in-game

In-game video ads typically last between 15-30 seconds and are placed at a natural transition point within the game. These ads can interrupt the gameplay experience so it is important to plan and place them carefully.

Players are often rewarded with extra lives and awards for watching full-length video ads in-game. These ads have higher success rates than other types. These ads are also more costly.

Brands need to carefully evaluate which type of ingame advertisement is most effective for their audience, goals, budget, and objectives. Split testing of different offers, platforms, and placements is a good idea, since there may be variation in performance and cost.

The post Brands’ Guide to Effective Mobile Game Advertising was first published on Search Engine Land.