Mobile media is taking marketers by storm. Gaming apps, in particular, have proved to be high ROI-churner in 2016 compared to traditional social apps. Marketers can now pick their own set of in-app marketing campaigns based on the latest research by Tapjoy on the impact of mobile gaming apps.
According to the latest research by Tapjoy, marketers leveraging mobile gaming apps have a better chance of engaging their customers. Tapjoy’s research titled “The Changing Face of Mobile Gamers: What Brands Need to Know” shows that consumers are twice as likely to say they feel relaxed when playing mobile games than they are when using social apps. They also say they feel more focused (35% vs 11%), happier (34% vs 21%), and more engaged (35% vs 20%) on gaming apps than social networking apps. Conversely, consumers are 2.4 times more likely to feel bored on social apps than gaming apps, and 60 percent more likely to feel stressed.
Tapjoy, the leading mobile app monetization, and engagement platform released the report to shed meaningful insights on how mobile customers interact with mobile gaming apps. Designed to empower brand advertisers with a clear understanding of the mindset, motivations, and behavior of mobile gamers, Tapjoy research is a groundbreaking effort to analyze how games affect players and their identity as gamers.
“When designing their digital advertising strategies, it’s critical that brands take into consideration the activities that consumers are engaged in at the time and how they make them feel,” said Shannon Jessup, Chief Revenue Officer of Tapjoy.
“There are nearly 2 billion mobile gamers in the world, and the unique state of mind consumers have when playing games on their smartphones or tablets represent an incredible opportunity for brands to truly connect with consumers.”
Key Findings from Tapjoy Research on Mobile Gaming Apps
- More than two-thirds of consumers who play games do not identify themselves as a gamer. Even among those who said that they play mobile games six times per week or more, less than one in three identify as a gamer.
- Mobile gamers are highly active customers. 69% of mobile gamers play at least three to five times per day. Nearly a quarter of mobile gamers play 10 times or more each day. And they spend a lot of time playing games, too: 71% play for an hour or more every day, and 21% play for more than three hours a day.
- Women mobile users represent the majority of mobile gamers, making up 63% of the total player base. The report also segregates mobile gamers on the basis of their age, household income, and place where they like to play the games.
- 70% of mobile gamers play while sitting in front of the television, and they are more than twice as likely to play while relaxing at home than while at work or during their commute.
- Mobile gamers are most active during the night hours, twice more likely to play before retiring to bed than when they wake up in the morning.
- Puzzle games are by far the most popular category, played by 59% of respondents. Strategy (38%), Trivia (33%) and Casino/Card (27%) games were next on the list, respectively. Among the least popular games are Player-vs-Player (15%), Sports (11%) and Shooting (8%).
Tapjoy Research: Goldmine of Insights for Marketers
Tapjoy’s report “The Changing Face of Mobile Gamers: What Brands Need to Know” is a goldmine of insights for marketers. It aptly refers to the growing significance of mobile games in creating sustained brand awareness campaigns by keeping in mind gamer’s behavior and mood. Mobile advertisers can pitch their campaign based on the kind of games customer plays at a particular time of the day. As mobile gamers are more likely to be relaxed and happy than stressed while playing games, marketers can create a jolly feeling around their campaigns as well.
According to a report by SurveyMonkey, 62% smartphone users download at least one mobile gaming app within one week of purchasing their phone. Moreover, mobile gamers are far more engaged and focused compared to those who spend time on social apps. Gaming apps, therefore, carry higher ad monetizing ratio.
Longer time users spend on playing mobile gaming apps = Higher opportunities for advertisers to insert ads
Ergo, marketers can quantify the ROI from mobile game advertisements and compare it with that generated from social apps. The inclusion of virtual reality (VR), augmented reality (AR) and artificial intelligence in mobile gaming apps makes ad campaigns even more interesting. Marketers can definitely leverage these insights from Tapjoy research to build smarter and more personalized audience engagement in-app marketing campaigns across mobile.