Demystifying Mobile Gaming
4 October, 2018
Currently, more money is spent on gaming than on any other form of entertainment, and it is no surprise that mobile is chiefly important to this growth. To help our clients and partners stay sharp, we took a deep dive into Liftoff’s Mobile Gaming Apps 2018 report for an insight into this evolving world.
An Overall Look
At every stage of the mobile gaming funnel costs are down and engagement is up. Despite a fruitful landscape, campaigns must wield data intelligently to capture the attention of quality audiences.
The Gender Twist
Gaming has long been viewed as a male-dominated activity, however, the numbers reveal women to be the more valuable customers. Throughout the user journey, men engage less and ultimately cost more. For example, at the funnel’s most lucrative stage, in-app purchasing, the install to purchase rate for women is 79% lower than for men.
Women are gaming more than ever presenting increasing opportunities to capitalise on their engagement. In practice, however, this goes ignored, with 60% of women feeling alienated by the industry. The potential of success could rest on understanding this power group’s value and pushing their conversions.
Golden moments for mobile gaming peak in quiet times. Periods like the holidays or start of summer are tempting, but it is in emptier months, such as July and March, that spend meets outcomes. At these points, acquisition cost is low but rates soar. Other times, only one of these variables is favourable and the overall result comes up lacking.
The Right Format
While marketers focus most of their spend on static formats, video, especially rewarded, is growing in popularity. Video holds nearly a third of spend on both iOS and Android. Although CPIs can be high, engagement and conversion rates are incredible, making this ad format one to watch.
Other Take Homes
Several other factors influence a good mobile gaming strategy. Here is a quick rundown:
- Whilst current action is concentrated in North America, the future lies in APAC. EMEA is a constantly shifting market, smart advertisers will be ready to move from their comfort zones and explore opportunities before markets are saturated.
- In short, the more effort involved in gameplay, the more effort necessary to acquire users. However, the less effort-filled games face greater competition for users and garner less loyalty.
- Ad Format
- Marketers focus attention on static formats, but video, especially rewarded, is more compatible with consumer experiences, and achieves high conversion rates.
Mobile gaming is growing at incredible rates, making it crucial to understand its nuances, trends, and avenues to success. Overall, there is much to gain should advertisers get their formulas right.
Get in touch today to learn more on how we can help you make the most out of every opportunity.