Level-Up: Brand advertisers discover mobile games

Published by kylemills in the blog kylemills's blog. Views: 92

smartphones and tablets have become an important part of life. Its spread has not only the work, communication and human interaction affects also how we relax, travel or spend waiting time has changed. We get information from the go, buy and control things, snap and share photos. And we play. Worldwide, the revenues of mobile gaming industry have doubled from 2009 to 2014, according Statista to 10.3 billion euros and 2016 to 18.3 billion euros climb.Dies is an indicator of how important this market is and how important the mobile games to consumers has become a great opportunity for brands to present themselves in this environment.

Publisher and games producers like Gameloft have also in Germany over astonishing distances and access to target groups, facing the open advertising in mobile games. Thus here opens up enormous potential for advertisers from local retailers to global market leader, which would explain this commentary accurately.

From the basement to the movies - the relevance of mobile gaming
"Gaming is chic and has become a trend," Not without reason, many of the most famous YouTuber of PewiDiePie to Gronkh basically gamers who can make their "Let's Play" look over the shoulder. With the advent of so-called social gaming on social networks like Facebook to casual gaming - so playing the way - is the "Daddeln" and "gambling" become respectable. This is especially true for mobile devices. The current culmination of this development: A casual game on the big screen. With "Angry Birds" appears 2016 movie based on a casual mobile game. Who in gamers therefore still a homogeneous group of mostly male young people see that indulge their hobby secretly in darkened basements, must reorient themselves

They only want to play

How can you characterize the target group of gamers when stereotypes no longer apply? Insights into the user structure of Gameloft bring interesting details to light. Unlike other publishers, the portfolio is not focused on a particular genre of games, and thus serves a variety of preferences. Therefore, the composition of Gameloft player allows a cautious conclusion about Germany gamers. As a publisher and producer of mobile game apps, we share more than three million unique users in Germany in two categories: the one in the group of male users (13-34 years). With 1.35 million users, this is but the smaller group. The second cluster includes primarily women from 18 to 34 years of age and children as a secondary component. This group accounts with 1.66 million users for the largest share. Even outside of the age spectrum is the acceptance of mobile games available, for the generation 35+ has grown up with digital games. It is distinguished from a quite heterogeneous audience that discovered playing on mobile devices themselves. And in a big way: on average, spend 35 minutes per day with players Gameloft games.

When Mobile game advertising contact marks on a problem solver

Now what has this brave new world of advertising? First of all net coverage because Adblocker have it used in game apps difficult. Advertisers also have access to the usual inventory of performance-oriented and programmatic online display advertising. Rich media content, from consumer surveys to micro-site on HTML5 based, can be integrated as well. In addition there are Native advertising formats that advertisers provide brand new branding opportunities. Because if you already going into an interactive environment, why not then take up the play instinct of consumers and create their own brand game worlds? With short branded games - so a game in the game - that is fun and rewarding ideally the user also, and with so-called "incentivized" advertising formats, this is also feasible. The brand acts as an enabler and problem solver, because by watching or playing through an advertising message, the user can gain valuable game currency, which gives it an edge in the game. The acceptance of these forms of advertising has been proven: Players show up to 80% open to brand content, if they are rewarded at the end. As the newest way to intensify the brand experience, applies the so-called Emotional Response, called at Gameloft "Buddy Pack". Here, the specific game result of the consumer is the trigger for one of many messages. Did he, for example, failed a Level, the brand can him friendly cheer. Has he solved a task brilliantly, there are congratulations. Native forms of advertising are more complex in design and execution as display advertisements. Therefore, here is difficult to implement a programmatic approach.

Messing the relevant set of consumers with branded games

Players work intensely with her hobby - many minutes and hours they devote their digital avatars, cities and worlds. The urge to gamble lies in human nature. Brands can communicate via a terminal to which they devote their full attention thus directly with consumers. There is hardly a more ideal situations and environments for the customer to place the respective brand messages - and usually for a fraction of the costs associated with a traditional marketing Flight. It is important to accurately identify the moments in which the users are willing to receive brand messages. Advertising should be placed only at the locations that have minimal interference effect for the user, for example, at the level selection or at a loading screen. That made a significant difference to traditional advertising such as TV commercials is sketched. Here the consumer at crucial points is prevented from enjoying his favorite series.

Harpoon instead trawl: Targeting in Mobile game advertising

The targeting capabilities at Mobile game advertising aimed firstly to the technical data that are generated by the terminal, such as device type, provider, operating system. The various game content are also a strong indicator of who they play. In addition there are the data, divide the users aware. Also retargeting campaigns can be played via mobile game advertising. It will be exciting when the ads by geographical location, time and date are specifically modulated. This enables advertisers, for example in the fields of catering, trade or fashion, align promotional activities close attention to their trade areas, namely specific registers on the catchment area Participating locations and on the dates in which the action is. As a bonus, they can not offer games currency, but for example, discount codes and thus transport the digital into real life when incentivized advertising. A second scenario: An advertiser opts for a mix of TV and mobile in-game advertising and approves the deployment of content from one another in time. So the audience is simultaneously achieved at two touchpoints, the campaign generated duplicate print advertising. This combination is also makes sense, because the name of the mobile phone or tablet is no longer effective in the future as a "second screen". Not only for the highly competitive Millennials smartphone is now the first screen.

About the favorite game for favorite brand

Mobile game advertising belongs in the marketing mix in order to communicate effectively, target groups and without wastage can and to maximize the campaign outcome and to present itself as a modern brand that knows in what contexts to move their buyers. If you then still uses the possibilities of (native) forms of advertising and made the emotional gaming experience creative and supported by incentives, a positive image is not much in the way. With a precise modulation of the advertising campaign, advertisers can simultaneously play their messages at multiple touchpoints. This is successful with Mobile game advertising even in an environment that is currently used primarily as barely a second of coveted audiences. Lego on Netflix to Disney, Gillette and Coca-Cola - - These opportunities some of the biggest brands in the world have already recognized and received Mobile game advertising in their marketing mix.
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