Mobile Advergaming and Ad-Funded Gaming Report 2010-2015
Facebook games based around advertising now achieve over 1 million monthly active users, with many of these coming through mobile usage. Whether its referred to as advergaming, ad-funded gaming or casual games, the advergaming industry had revenues in excess of $3 billion on mobile, iPhone, social networks platforms. Targeted user information continues to emerge about who plays games, spurring interest on the part of advertising agencies who can use games to reach specific markets. Broadening of interest has meant that gamers are not just teenage males, but men through to 35 years and beyond as well as women between the ages of 35 and 55. ( http://www.bharatbook.com/
If as we know advertising is a crucial means for brands to promote their products and services, hooking the user into loyal, opt-in repeat acknowledgement of the brand through gaming can increase this brand awareness exponentially. Many advertisers believe mobile advergaming can provide the distinctive edge that their ad campaign needs. Traditional advertising methods such as print, TV and radio are becoming less popular - with brands and advertisers as they are unable to reach out to consumers as much as they would wish. Instead the likes of internet and mobile advertising are witnessing increased usage and spend. However, even within advergaming changes are happening as we see advertisers and developers linking up to take the user from free-to-use games through to pay-to-play generating revenue while also advertising.
Ad-funded content is attractive to consumers as it is available for free or at little cost; consequently users engage with the content. So how can mobile network operators, developers and gaming companies continue to utilise this growing market. How can advergaming and ad-funded gaming benefit you? How should you approach your advergame strategy?
Distribution is the key for any ad-funded game. No matter how good the game is, if players don't play then the advert element will be lost. Therefore key tie-ups with social networkers, capturing audience interest as well as harnessing user opt-in so that loyalty can be built up is essential. Registration within the game can allow brands increased access to users, as well as on-going relationship building, plus allowing for the increased up-sell of pay-to-play. Games will however be limited by the inventiveness, creativity and user-friendly nature of the developers, directed by the brand-marketeers and harnessing the technology provided by improved networks and handsets.
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