In today’s digital age, advertising has become a crucial aspect of reaching and engaging with consumers. With the rise of mobile gaming, brands are presented with a unique opportunity to showcase their products and services to a highly engaged audience. A recent study conducted by Digital Turbine in partnership with Apptopia sheds light on the potential impact of mobile game ads compared to social ads. The findings reveal some fascinating insights that can help brands better understand their target audience and optimize their advertising strategies.
According to the report, games account for 10.6% of time spent on mobile phones, yet only capture 3.9% of total ad spending. This stark contrast highlights a significant opportunity for brands to tap into the immense potential of advertising in mobile games. The study further reveals that 70% of U.S. consumers play mobile games, with 21% of these players rarely or never using social media. This presents a unique avenue for brands to reach their target audience directly within the gaming environment.
To delve deeper into the opportunities within mobile gaming, the report focuses on four popular genres: word, puzzle, card, and action games. Within each genre, Digital Turbine identifies the app preferences, interests, and buying personas of players. These insights are then compared to the U.S. population as a whole to highlight the over-representation of certain groups among players. Additionally, specific brands that resonate more strongly with each genre’s audience are also identified.
For word gamers, the report reveals that they are not only avid fans of games but also fitness enthusiasts and news buffs. Compared to the average population, word gamers are 31% more likely to use fitness apps and 29% more likely to use news apps. Brands such as Corona, Urban Outfitters, Delta, and Panera Bread have found success in capturing the attention of this audience.
Puzzle gamers, on the other hand, are shown to have a keen interest in beauty and adventure. They are 23% more likely to be beauty enthusiasts and 26% more likely to seek out adventurous experiences. Brands like Estée Lauder, Lululemon, BBC World News, Nordstrom, and Travelocity have resonated strongly with this audience.
Card gamers exhibit a passion for sports and beauty. They are 32% more likely to have sports-related apps and 28% more interested in beauty compared to the average population. Tarte Cosmetics, Patrón, Coca-Cola, Rite Aid, and Papa John’s have successfully captured the attention of card gamers.
Lastly, action gamers prioritize health and fitness apps and have a strong interest in sports and outdoor activities. They over-index on brands like YouTube Premium, Jordan, Abercrombie & Fitch, and Red Bull. This genre offers exciting opportunities for brands looking to engage with an active and adventurous audience.
Ravi Pimplaskar, Director of Marketing at Digital Turbine, emphasizes the potential of mobile gaming as a channel for brands to stand out from the clutter and capture up to 9 times more attention compared to other video platforms like TikTok, Meta, or YouTube. Pimplaskar highlights that gamers are not a homogenous group but rather individuals with diverse interests and preferences. He urges brands to recognize that gamers are people too, encompassing a wide range of demographics and consumer profiles.
The study conducted by Digital Turbine provides valuable insights for brands looking to leverage the power of mobile game advertising. With mobile gaming accounting for a significant portion of time spent on mobile devices and a large number of consumers actively engaging in gameplay, brands have a unique opportunity to reach their target audience directly within the gaming environment. By understanding the specific interests and preferences of players within different genres, brands can create tailored advertising campaigns that resonate strongly with their audience.
In conclusion, the study conducted by Digital Turbine highlights the immense potential of mobile game ads in comparison to social ads. With a large percentage of consumers actively playing mobile games and spending a significant amount of time immersed in gameplay, brands can effectively capture their attention and promote their products and services. By understanding the interests and preferences of players within different genres, brands can create impactful advertising campaigns that resonate with their target audience. As the digital landscape continues to evolve, mobile game advertising presents an exciting avenue for brands to connect with consumers and drive business success.
To access the full report on the opportunity for brands to reach players via mobile game ads, visit Digital Turbine’s website.
