Companies and organizations announced the cancellation of in-person trade exhibitions, sports, and other activities in response to the COVID-19 epidemic. However, the gaming sector was one of those that survived. To keep themselves amused, consumers turned to gaming and other virtual activities. It is not surprising that the popularity of mobile game advertisements has grown in recent years. Examine the common ad types for efficient mobile game advertising.
Mobile Games Statistics
Mobile games have grown in popularity in recent years, with millions of people worldwide playing them on a regular basis. According to Statista, mobile game revenue will reach US$286.50 billion in 2023. With an annual growth rate of 7.08%, the market value is expected to reach US$376.70 billion by 2027.
Let’s take a peek at some demographics to see who plays mobile games.
- 227 million people in the United States play video games
- 46% of people who play video games are female
- 70% of the female audience are moms
- 80% of the people who play video games are Gen Z
- 79% of gamers are over 18
- 61% of adult US players play games on their mobile phones
- 80% of male gamers between 18-34 prefer shooter games
- 95% of female gamers in Asia play mobile games
With these large numbers, gaming is currently one of the most promising avenues for marketers. As you can see, gamers are becoming increasingly diversified, with interests that reach far beyond gaming. Advertisers can choose from a variety of in-game ad platforms. Platforms such as Facebook and Google AdMob provide the following mobile game advertising types.
Native Banner Ads
Native Banner advertisements are types of in-game advertising that blend in with the game’s content and user interface. These advertisements are designed to mimic the appearance and feel of the game’s environment, making them less invasive and more interesting for players. Native banners can be displayed in a variety of places within a game, including the loading screen, menu, and during gameplay.
Native banners, as opposed to standard, static banner adverts, are interwoven into the game’s design and flow. This enables advertising to contact users without interfering with their gameplay. It also improves the user experience. Furthermore, native banner advertising have a greater click-through and conversion rate than standard banners.
Interstitial Ads
Interstitial adverts are a sort of mobile game advertisement that shows full-screen. They appear during natural breaks or transitions in the game and do not disrupt or pop up during play.
Interstitial advertising are intended to catch the attention of players by interrupting the game flow, making them more obvious than regular ads. They can be used to advertise a variety of items and services, such as other mobile games, applications, or things of interest to the user.
Interstitial advertising, like banner ads, are simple to deploy and have no effect on gameplay. Because the ad may be presented to users when they are taking a break, they are great for games with natural pauses or transition loops. While interstitial advertisements yield less impressions than banner advertising, they are more effective.
Contextual Ads
Contextual adverts in mobile game advertising are displayed to mobile users based on their mobile behavior. These are intended to be extremely relevant and beneficial to users, with content customized to their specific interests and requirements in real time.
Advertisers may target highly engaged and interested audiences with these advertising. In reality, this ad structure is beneficial to both marketers and consumers. They create a smooth and tailored advertising experience that benefits all parties.
Rewarded Ads
Many free-to-play games have incentivized advertising that allow players to level up or receive incentives for viewing the whole video ad. This format has the most viewers. Players also accept it since they are being rewarded for interacting.
From the user’s perspective, rewarded advertising are a fair trade-off since they allow them to earn incentives that improve their gameplay experience without having to pay for them. This increases their likelihood of engaging with the ad and responding positively to the advertised brand or product. Rewarded advertisements are a good approach for game creators and marketers to make money while offering a good user experience. As a result, this ad type provides a win-win situation for all parties.
Expandable Ads
Because expandable advertising grow when consumers click on them, they are likely to disrupt the user experience. However, with correct execution, they may be beneficial and provide an immersive experience. The expanding ad type may attract the user’s attention and immerse them in the ad content. These advertisements frequently include rich media content such as films, animations, or games.
This ad type may be used to market items and services such as mobile games, consumer goods, and so on. Advertisers frequently employ them to provide visitors with a more engaging and dynamic ad experience. Expandable advertising have the potential to boost user engagement, brand memory, and conversion rates.
In-game Video
An in-game video ad is a video commercial that appears within the game environment. In-game video commercials can be tailored to specific audiences based on demographics, interests, or actions. This ad may be 15-30 seconds long and inserted naturally within the game at a natural transition point.
In-game video advertisements are popular among mobile game advertisers. A more immersive and interactive approach will benefit a highly engaged and driven audience. They provide an efficient means of communicating brand messaging while increasing engagement and conversion rates.
Conclusion
Mobile game advertising should be included into businesses’ marketing strategies. Similarly, companies should carefully examine which style of advertisement is ideal for their target demographic, goals, and budget. Split testing of alternative offers, locations, and platforms is also recommended, as performance and cost might vary.
