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BizReport : Advertising archives : September 10, 2013

Study: Casual gamers interested in value added propositions

There is a divide widening between casual social and mobile gamers and their more intense counterparts: that of the value exchange ad proposition. According to a new report out from MediaBrix, casual mobile and social gamers are quite interested in value exchanges, believing that these options enhance their gaming experience.

by Kristina Knight

According to a recent eMarketer report nearly 40% of the US mobile population is now playing mobile or social games (125.9 million unique players); forecasts predict that 8 in 10 mobile users will play games via their device by 2016.

Brands trying to reach casual gamers should look to value exchange ads to increase engagement. That is one takeaway from the new MediaBrix Social and Mobile Gaming Report which finds that women, especially, are interested in value exchanging while playing their casual games. According to the report casual gamers believe value exchange ads 'give them advantages' while playing.

"As social and mobile gaming have become mainstream and ingrained in the lives of hundreds of millions of consumers, this medium should be a top priority for marketers," said Ari Brandt, CEO and Co-founder, MediaBrix. "Typically performance erodes with such scale, but that's not the case with advertising within gaming as the performance continues to dominate other digital ad formats. Across the board, success metrics and overall effectiveness are exponentially higher with social and mobile gaming campaigns than standard online advertising campaigns."

Other interesting findings include:

• Social/mobile game ads average click-thrus of 11%, completion rates of 89% and share rates of 1.02%
• CTRs for mobile/social gamers average 4.3% higher and hold an engagement rate of nearly 20%
• Mobile gamers are now playing more than casual/console gamers

Image via Shutterstock

Tags: gaming trends, MediaBrix, mobile gaming, online gaming, value added proposition

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