Marketing MythBusters: In-app gaming ads can solve for reach, engagement and safety for brands in the new normal

By Vasuta Agarwal , Managing Director, Asia Pacific, InMobi The gaming market is at the forefront of entertainment, growing immensely with 2.6 billion mobile gamers across the world. Like most entertainment categories, gaming has also witnessed a great revolution with digitally enabled solutions-driven on smartphones. 1 out of 10 […]

In our latest Audience Insights Report on Mobile Gamers, we break some of the biggest myths for brands and marketers.

Myth Buster #1: Age and Gender are a ‘No-Barrier’ for Gaming across APAC

Gaming across APAC is not bound by demographics. In India, gaming is not only popular among the Gen Z but is equally popular among gamers between 45 to 54 years of age.

In Indonesia, 59% of the gamers are women, the rest 41% are men. Women from the Gen Z account to 14.1 %, millennials constitute 19.5% while Gen X accounts for the highest contribution of 25.4% in Indonesia. Casual, Action, and Arcade games remain the top three category preferences for gamers in Indonesia with 60.7%, 28.6%, and 17.3% time spent on each category respectively.


Played by both men and women, gaming is a hobby well-enjoyed in Australia. Women have significantly contributed to gaming where 16.2% of the total women belong to Gen Z, 9.4% are millennials and 10.4% belong to Gen X.


Myth Buster #2: The In-app Gamer has Many Lives – Both Online and Offline

The in-app gamer has many facets defined by their online and offline characteristics. As misunderstood, they aren’t merely a male student engrossed in multiplayer hardcore gaming. The in-app gamer in APAC represents a diverse set of audiences including moms, dining out enthusiasts, millennials and many more. These audiences engage in gaming when relaxing, taking a break, on their commute or with their friends.

The most used mobile apps by gamers in India are Social Networking followed by Music and Photo & Video categories. While the offline behavior is characterized by Retail store, Golf Course, Restaurant, Sports and Recrea,tion store visitors. In Indonesia, gamers visit restaurants, gift and novelty stores, and widely use Bahasa on their smartphones. Right from using the entertainment apps to weather apps, and strolling from retail stores to toy stores, the Australians have wide inclinations in terms of lifestyle.

Myth Buster #3: Gaming Environments Ensure Complete Brand Safety and True Engagement

With all the buzz about brand safety and ad placements, gaming is the sustainable answer that comes along with a brand safety promise. With casual gaming, there’s no room for inappropriate content. The brands can avoid having their ads placed next to offensive, fake news, or objectionable content. Brands and agencies rely heavily on blocklists which can be a manual and rudimentary exercise. Gaming allows brands that scale powered by automation. An in-app environments have a gating mechanism that helps remove objectionable content from being exposed next to the brand’s message. And the icing to the cake is the 100% compliance with industry benchmarks and brand safety guidelines.

Gaming apps inherently provide an additional layer of security and true engagement by virtue of their share of the screen. Gaming ads, occupying 100% screen space, allow zero distractions and interventions and thereby, engagement with the ad alone. At InMobi, we ensure that the clickable area on any ad is restricted to the call-to-action button. Thereby, avoiding accidental clicks and capturing true and high-intent from users.

Gaming is the New Dawn for Brands and Marketers in this New Normal

During the pandemic, Gaming apps usage especially has surged across metropolitan, tier I, II and III cities in India with a minimum of 80% growth seen across India, Indonesia and Australia between April and May 2020. With gaming experiences playing a larger role in consumers’ lives, brands and marketers can take advantage of the mobile advertising opportunity in the gaming space in the APAC region.

As consumers look towards new horizons for engagement and de-stressing at home, there is a surge in gaming. With many advantages such as zero allowances for inappropriate content, device native ad formats that are brand safe, compliance with industry benchmarks for safety, makes gaming an unexplored yet efficient and safe way of reaching audiences where they are always on.

Sources:
The above insights are based on an analysis of billions of ad requests seen on the InMobi Advertising and Audience Platforms based on data from January 2020 to April 2020.

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