Over 45% of smartphone users play games on their devices on a daily basis. This means that a great many people worldwide are downloading game apps on their phones, giving the games that developers produce visibility to a wide market of people. As such, there is no better time than now for mobile gaming and advertising to play a collaborative role in each other’s lives. Mobile games have completely redefined how brands engage with consumers and we will have a closer look at this intriguing dynamic below.
But, How Exactly Are Mobile Games Influencing Advertising?
The reality is that over 65% of people have visited an advertiser’s website after seeing a mobile ad. Additionally, mobile game advertising has been seen to increase purchases on advertiser’s site by close to 25%. These stats prove that there is incredible potential for growth for advertisers within the mobile gaming world. With visibility this astounding, and metrics pointing to significant conversion rates, people are trusting mobile game ads for the purposes of brand recognition. However, there are reasons for this dynamic outside of the fact that the advertising is done via mobile games. Key advertising tactics contribute to the increase in conversions heavily.
What makes this specific advertising channel so successful is its ability to target specific groups of people so accurately. Advertisers are able to pinpoint key demographics, interest levels and general purchasing behaviors in a way that adds a personalized touch. As ads are more and more targeted, so are the lasting impressions they have on people, and the ability to convert to sales on advertiser’s sites. Although, as previously stated, mobile games are certainly a valuable medium for advertising, the success rate for converting these users into sales is by additionally understanding them individually. This works by categorizing games and identifying the people that play them. If, for instance, a certain player can be identified within a niche game genre, then they can be targeted accordingly with the right ad. Thus, if the intent of the user is properly identified within a scope of a niche game, then click-through conversions also increase as a result. It’s a clear cut way of leveraging this highly profitable advertising channel.
A few mobile gaming apps have managed to display this very notion in impressive ways. For instance, popular bingo sites such as Gomobilebingo.com, understand that their key demographics consist of middle-aged women, and within this demographic are women who prefer bingo games of certain genres, whether they be jewel themed or animal themed, just to name a select few. These women, as a result, are targeted with specific ads based on their age range and interests while playing on their mobile phones.
Additionally, mobile game apps are elegantly developed which also offers advertisers a unique platform to sell their products in ways they’ve never done before. Mobile games forgo the notion of banner ads which have a reputation for low conversion rates, and focus more on video advertising or more creative facets of marketing. This, in turn, emphasizes the non-traditional aspects of advertising that mobile games have developed, allowing companies worldwide to reach audiences in ways they never thought possible.
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It’s fair to say that what was once seen as a novel and undeveloped marketing channel has now become one of the premium ways in which advertiser’s improve conversions. Mobile games have truly changed the ways in which advertisers and users engage overall, with clearly targeted ads that cater to the intent of the user. With mobile games growing in popularity, we’re sure to see a greater collaboration between advertisers and mobile games in the years to come.
