CONSTANTIN MAGDALINA

  |  2017-09-22

Advertising in the mobile gaming world

According to Verto Analytics, for 57% of mobile device owners, mobile game play is the second most popular activity after using social media.

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"Doing business without advertising is like winking at someone in the dark. You know what you're doing, but nobody else does." That's a well-known saying in advertising. This saying is all the more relevant to the gaming industry. A good game without advertising is like trying to seduce an audience who does not even know that you exist. The similar case of an advertising that omits the propagation of message through the game environment. But let's turn on the light!

 

The mobile game industry is in full swing. According to Verto Analytics, for 57% of mobile device owners, mobile game play is the second most popular activity after using social media. Worldwide, this is the industry with an annual growth of 19%, a turnover of EUR 42 billion and 42% of the global gaming market.

 

The popularity of mobile games increases with the volume of smartphones and tablets sold. Through these mobile devices the contact with the consumer is quasi-permanent. The time allocated to their use is shared between basic features such as voice and message, social networks and online navigation. Thus, the behavior of playing mobile games is intermittent. Under these circumstances, the fight for gaining attention, testing a game, retention, and cash conversion of the gaming consumer is intense.

 

In summary, the best known 3 monetization models of mobile games are:

• Direct sale / premium, payable when downloading the game
• Freemium, basic features of free play and access to advanced features surcharge
• Free-to-play, hybrid monetization of ads and game functionality
Since free-to-play is the most commonly used monetization method, Delta DNA has made a global survey of in-game advertising in mobile games with free-to-play monetization (FTP).

 

The conclusions are as follows:

 

Advertising approaches

 

1. If in 2015, 54% of respondents said they had an optimal approach to advertising for gaming and 38% of revenue came from advertising, in 2016 only 48% of respondents thought they had the optimal approach and the advertising revenue share decreased to 34%.
2. The only in-game promotion that has grown from 36% to 42% is one ad or as little as possible per game session.
3. The distinct approach of advertising based on the promotion channel has seen a surprising drop from 36% to 23%, possibly due to difficulty or cost inefficiency.

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TOP SOFTWARE COMPANIES (2016)
Scoring Methodology by ERNST&YOUNG


 
#
COMPANY NAME
MCR TOTAL SCORING
 
1 ORACLE ROMANIA SRL 3,0000
2 IBM ROMANIA SRL 3,0000
3 BITDEFENDER SRL 3,0000
4 MICROSOFT ROMANIA SRL 3,0000
5 SOFTVISION SRL 3,0000
6 NTT DATA ROMANIA SA 3,0000
7 ENDAVA ROMANIA SRL 2,0000
8 LUXOFT PROFESSIONAL ROMANIA SRL 2,0000
9 SAP ROMANIA SRL 2,0000
10 UBISOFT SRL 2,0000