The gaming market is as broad as daylight.
The gaming market is as broad as daylight. There are billions of gamers in the world and while the gaming consoles and technology continue to develop, consumers' preferences keep rising for “casual gaming”, and the market reveals this growth. According to MediaPost, in 2019 the number of hyper-casual apps in app stores increased by 170%, more than three times compared to the gaming industry average.
And as gaming’s sizable market increases, so do the advertising options for brands to take part in the gaming experience. From traditional and interstitial banners to rewarded videos (which incentivize gamers to watch a video by offering valuable in-game bonuses), inviting users to engage with brands more than ever. According to Mobile Marketer, rewarded videos generate the highest click-through rates among video ads. This format is offered by 65% of mobile game developers and represents a huge opportunity for brands to get their message in front of highly engaged consumers.
According to Quartz, at least 70% of Hispanic youth play video games. Hispanics are more engaged with gaming than their African-American and White counterparts. These Hispanic youth spend more time (approx. an hour and 35 minutes/day) gaming than African-American (approx. an hour and 25 minutes/day) or White (approx. 56 minutes/day) youth. Although these numbers look quite appealing, very few brands are actually investing in targeting Hispanics through in-game ads. An example, one of the few Hispanic targeted executions we found, was for the Toyota Corolla Hatchback. Toyota created an interstitial banner in between levels that provided gamers with an interactive experience focused on educating consumers about the key features of the vehicle.
Another interesting fact is that about half of all gamers worldwide are female and over 58% of mothers between the ages of 25 and 44 (Crest’s core target) are gamers, according to Martech Advisor. A couple of figures that challenge gaming’s male-skewed perception.
For brands, in-game advertising could be a very timely investment as casual gaming grows exponentially. By tapping into these new consumer behaviors, brands can connect with a highly captivated audience.
by Andres Talavera, Conill, February 13th
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