To stand out among mobile gamers, advertising needs to successfully replicate the satisfaction and immersion that players have come to expect from their gaming experiences. In response, advertising strategies have evolved beyond traditional methods, leading to significant opportunities for brands who understand the expectations of mobile gaming audiences.
Understanding the Premium Mobile Gaming Experience
Mobile gamers value convenience, high-quality graphics, and responsive controls in their gaming experience. These elements not only amplify user engagement but also significantly enhance the overall user experience. The gameplay quality directly correlates to user retention and loyalty, with 64% of mobile gamers having played on mobile for over five years, and 55% of them also gaming on console platforms.
The Challenge for Advertisers
Advertisers face the challenge of crafting well-considered in-game advertising strategies and understanding the particular dynamics of gaming audiences. Striking a balance between ad effectiveness and a satisfying gaming experience is key—ads should be short, relevant, and preferably rewarded. Data and analytics play a pivotal role in understanding player behaviors and expectations. For instance, ads by King have achieved much higher engagement rates compared to industry averages (Activision Blizzard Media, 2022) in part due to their default opt-in nature.
Player Expectations of Ads in Premium Mobile Games
Players have clear expectations from in-game advertisements: they prefer short ads with high-quality visuals that do not disrupt their gameplay. Meeting these expectations positively impacts the gaming experience, making ads more immersive and even welcomed when executed well. Satisfying these expectations is crucial for ensuring audience satisfaction and enhancing ad effectiveness.
Best Practices for In-Game Advertising in Premium Mobile Games
Successful examples of in-game advertising, like this Prada Candy partnership which led to a 1813% increase in web traffic, demonstrate the power of meeting gamer expectations.
The key strategies for creating high-quality, non-disruptive ads are:
• Capture audience attention with interactive experiences
• Invest in experiences that are authentic to the game
• Partner with a reputable game studio
By understanding and meeting the expectations of modern gamers, advertisers can unlock significant potential and drive engagement with their campaigns in premium mobile games.
