To stand out among mobile gamers, advertising needs to successfully replicate the satisfaction and immersion that players have come to expect from their gaming experiences. In response, advertising strategies have evolved beyond traditional methods, leading to significant opportunities for brands who understand the expectations of mobile gaming audiences.
Blog post
Meeting player expectations: The rise of interactive ads
July 28, 2023
Mobile gamers expect high-quality, immersive experiences, and advertising is no exception. This blog examines how interactive, player-first ad formats meet these expectations, creating engaging, seamless brand experiences across premium mobile games. Learn how short, relevant, and rewarding ads can drive deeper engagement and stronger outcomes for brands.
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Mobile gamers value convenience, high-quality graphics, and responsive controls in their gaming experience. These elements not only amplify user engagement but also significantly enhance the overall user experience. The gameplay quality directly correlates to user retention and loyalty, with 64% of mobile gamers having played on mobile for over five years, 55% of them also gaming on console platforms, and 42% of them also gaming on PC or laptop.
Source: Premium By Design: Defining Premium Gaming Experiences (Activision Blizzard Media, 2023)
Advertisers face the challenge of crafting well-considered in-game advertising strategies and understanding the particular dynamics of gaming audiences. Striking a balance between ad effectiveness and a satisfying gaming experience is key—ads should be short, relevant, and preferably rewarded. Data and analytics play a pivotal role in understanding player behaviors and expectations. For instance, ads by King have achieved much higher engagement rates compared to industry averages in part due to their default opt-in nature.
Source: Premium By Design: Defining Premium Gaming Experiences (Activision Blizzard Media, 2023)
Players have clear expectations from in-game advertisements: they prefer short ads (41%) with high-quality visuals (40%) that do not disrupt their gameplay (40%). They also prefer ads that are relevant (39%) and non-intrusive (38%). Meeting these expectations positively impacts the gaming experience, making ads more immersive and even welcomed when executed well. Satisfying these expectations is crucial for ensuring audience satisfaction and enhancing ad effectiveness.
Source: Premium By Design: Defining Premium Gaming Experiences (Activision Blizzard Media, 2023)
Successful examples of in-game advertising, like this Prada Candy partnership which led to a 1813% increase in web traffic, demonstrate the power of meeting gamer expectations.
The key strategies for creating high-quality, non-disruptive ads are:
- Capture audience attention with interactive experiences
- Invest in experiences that are authentic to the game
- Partner with a reputable game studio
Source: Premium By Design: Defining Premium Gaming Experiences (Activision Blizzard Media, 2023)
By understanding and meeting the expectations of modern gamers, advertisers can unlock significant potential and drive engagement with their campaigns in premium mobile games.
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