Gamification : How to best take advantage in the growth in mobile gaming?

Based on a Webinar given by the Mobile Marketing Association in January, we focus on Gamification.

On this topic, we will analyze 4 main points to make the most out of mobile gaming growth:

1. Mobile gamers who are they?

• 16-64 years
• Internet users
• Use a smartphone, feature phone or tablet to play games

2. Key Takeaways

• Smartphones are the dominant Gaming Device

• • • Following the pandemic

• Mobile Gaming isn’t just for kids & young males anymore

• • • Females outnumber the males & all consumers wake up to gaming

• Playtime is being monitored

• • • Privacy is always a concern

• Casual is key to new audiences

• • Casual is still the basic ingredient for Gaming

3. Key watchouts

• Transparency & control

• • Can I access/receive a report, activate only OMSDK inventory, etc.

• Measurability

• • 3rd party verification for Viewability, fraud or brand safety available ?

• Legal

• • Does vendor offer refund in case of fraud ?
  • What is takedown window (when you must remove ads) ?

4. Brand safety in gaming:

a) 4 Challenges

• Attracts young & engaged audiences
  • Including Children
• Lack of measurements standards
  • Makes optimisation & measurement harder
• Brand Safety is an issue
  • Shooting games, profanity more pronounced in certain games
• Supply Path varies
  • Device : Mobile in-app, desktop, etc.
  • Where is the audience : Streamers or gamers ?

b) Risk varies depend on placement:

• Streaming Platform
  • pre/mid-roll
  • Ensure client understands type of games they would be associated with (shooting, puzzle..)

• Mobile In-App (Video/display)
• Can contain harmful content
• Ensure not to target games likely to be played by children (if you advertise sensitive products)

• In-Game
  • Can see the brand logo in the game itself (doesn’t interrupt the game experience)

c) Mobile In-App Advertising general risks:

• Viewability
  • Measurement of in-app viewability requires OMSDK* (prioritise App with OMSDK)
• Invalid Traffic
  • Buy inclusion list of vetted apps, use TAG-certified supply chain, regularly evaluate delivery reports & optimise…
• Brand Safety/Suitability
  • Depends on the content of the App & actual content (gaming, news, etc.)
• Precise Geolocation
  • Watch out for local privacy regulations

Sources

https://www.globalwebindex.com/reports/trends2021

https://mcusercontent.com/42facc1b9a57df6fa5b924809/files/368e1971-3313-4095-8990-c4dfb00d283d/mobilegaming_uk.pdf

https://www.emarketer.com/content/playable-ads-the-next-big-thing-for-mobile-advertising

https://vimeo.com/502617486