Innovative brands are therefore moving away from this type of ad to focus on partnerships and integrations with games. Many mobile games operate a ‘freemium’ model where such ads appear in the free, entry-level version of the game but disappear once people upgrade to the paid-for version. ![]() Most gamers will be familiar with standard banner ads that pop up in or around games and take people to an advertiser’s content when they click through.īut there are doubts about the value of these ads, particularly on mobiles where advertisers have a small space to work with and where brands run the risk of annoying gamers with intrusive ads that disrupt their play. Yet despite these trends, it is difficult to identify many brands that currently regard gaming as a core part of their marketing strategy. “Because of smartphones and tablets, the amount of screens for playing games has doubled and so have the situations where you can do it.” Newzoo chief executive Peter Warman believes the rise of new platforms, as well as the simplicity and low cost of using mobile and online games, is attractive to both consumers and advertisers. The study shows that on an average day in the UK, people spend a total of 66 million hours playing games – a 20 per cent increase year on year. Of particular interest to brands and advertisers will be the increasing amount of time that consumers are spending in a gaming environment. Almost half of these (44 per cent) agree that gaming is a more engaging activity than watching TV. More than half the UK population – nearly 35 million people – are now active gamers, the research shows, with mobile, gaming on social networks and casual gaming websites among the fastest growing platforms. ![]() The gaming market’s transformation presents opportunities for brands aiming to reach highly engaged audiences. This growth is being driven by mobile gaming, which surged by 35 per cent year on year, according to the latest market study seen exclusively by Marketing Week by gaming research firm Newzoo, commissioned by games distributor GameHouse. The explosion of casual gaming in recent years, particularly on mobile phones, means demand for the traditional console has fallen sharply, with worldwide spending on them down 1 per cent last year despite the total gaming market rising by 6 per cent to $70.4bn (£45.6bn). ![]() Yet despite the recent buzz about consoles, the industry’s biggest growth area is by far mobile. Now Google is rumoured to be developing an Android-powered console as Sony and Microsoft launch their PS4 and Xbox One respectively. The first version of the Sony PlayStation sold more than 100 million units and became a global craze on its launch in 1994, as people lapped up a new level of gaming sophistication and entertainment in their living rooms. Games consoles were once must-have items for every household. Q&A: GE’s digital marketing manager on why they launched their game, Wonderground, and how it benefits the brand.A marketer’s guide to the changing landscape of gaming.
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