Mobile gaming brings a new dimension through ads.
There are new opportunities and challenges for marketers and developers. In 2019, the total value of the global games market was projected to surpass $152 billion, an increase of 9.6% year on year, according to Reuters.
As the gaming industry expands and it creates the next phase of maturity, we see several new trends emerge from genre diversification, gravitation towards recognizable intellectual property (IP) and personal connection in driving value.
Although, the diversification in mobile gaming genres is now almost universal, with 86% of global internet users reporting that they play games on at least one device with 15% of the of a global game user are in Africa. This player expansion has led, mobile gaming to expand beyond its established categories with developers doing every means in adding new gaming features to all mobile phones which have specifically led to two specific new key segments emerged hyper-casual games and hardcore games.
Though, the popular among the two-segment the interest of gamers is the hyper-casual in which often have low barriers to entry and that enable instantaneous gameplay often appeal to the majority of individuals who like games but don’t consider themselves “gamers”. With the free-to-play model, these types of games have brought more acceptances to in-game advertising: in fact, three in four mobile gamers now say they will accept in-game ads if it means they can enjoy the game. The gambling operators could leverage on this through advertising of the platforms. At the same time, at the other end of the spectrum, gamers seeking complex experience meaning hardcore games and multiplayer which is previously only available on console and PC have carved out their own hardcore mobile gaming niche.
This category is poised for significant growth. These hardcore genres have opened up new opportunities to reach and engage mobile gamers, such as the popularity of esports continues to grow, brands will be able to increasingly engage hardcore mobile gamers through tactics such as influencer campaigns, and ads with that at the back of our mind bookmakers should harness these great opportunities in the mobile games sector.
Article by Adeleye Awakan
Associate/Editor www.gbc.ng Africa’s digital gaming news portal. For consultant, Africa gambling space, Bookmaker’s review, Content, thoughtful leadership article Africa gambling industry: feel free to reach me [email protected], Linkedin Adeleye Awakan.