On the Podium: How Mobile Gaming Elevates Olympic Advertising Efforts

The Olympics are right around the corner, and as advertisers prepare to connect with audiences on the global athletic stage, they are already planning their TV ad campaigns. Many consumers will watch the Olympics on linear TV and streaming, and there will be no shortage of advertising opportunities. For instance, NBCU announced a move to programmatically sell ads around the Summer Olympics for the first time.

Yet, if advertisers only invest in TV to connect with consumers, they miss out on a significant audience: mobile gamers.

According to research, gaming-first mobile users are avid watchers of the Olympics. Compared to social-first mobile users, they are 10% more likely to tune in for the event. This presents a major opportunity for brands to connect with consumers in a different medium. Mobile gaming not only capitalizes on the widespread use of mobile devices during TV viewing but also offers immersive and interactive experiences, ensuring sustained engagement.  

Even the Olympics understands the impact of targeting mobile game users. The International Olympic Committee (IOC) is launching “Olympics Go! Paris 2024” on June 11 ahead of the games starting on July 26. This game combines casual sports and simulation-style gaming related to the Paris Games for a unique Olympic experience. Beyond fan engagement, it offers brands a platform to connect with consumers. Essentially, they are turning their mobile gaming experience into tangible engagement and revenue.

Reaching Olympic Fans on Mobile Games: Journey to the Gold

The 2024 Olympics present a golden opportunity to engage with fans through mobile gaming platforms. Data reveals that mobile gamers are 1.1 times more likely to tune in to the Olympic Games than social media users, with 29% utilizing sports apps on their devices—1.2 times more than their social media counterparts.

Moreover, 24% of mobile gamers identify as sports fans, marking a 1.6-times increase over social media users. These offer a scalable approach to targeting Olympic enthusiasts contextually during the event, tapping into their second-screen engagement.

For instance, P&G Turkey utilized a mobile gaming Olympics ad in 2020 to grab the users’ attention. This engaging experience enabled users to participate in a mini-game simulating archery for a chance at winning a medal and featured inspiring success stories of Turkish Olympians. Users could also engage in physical activity through exercise videos, enhancing their interactive sports journey.

Mobile sports gaming sees a notable uptick as anticipation builds to major tournaments. This provides a prime opportunity to showcase the Olympic brand, favored by 66% of mobile gamers. With immersive and dynamic experiences tailored to Olympic interests, mobile gaming is a compelling avenue to connect with passionate fans globally.

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What Actionable Steps Can Brands Take to Connect with Gamers?

Crafting an effective mobile game marketing plan begins with understanding your target audience. Instead of trying to appeal to everyone, focus on specific gamer demographics to tailor your marketing efforts effectively. For brands, confused about how your audience may fit into the mobile gaming ecosystem, there are niche groups in mobile gaming that connect to your core audiences.

For example, word gamers display a preference for fitness, news, and adventure. Additionally, they demonstrate a 23% higher interest in sports and a 22% higher interest in adventure and extreme sports. Preferred brands among word gamers include Corona (+54%), Urban Outfitters (+45%), Delta (+30%), and Panera Bread (+30%). These brands specifically can take advantage of the gamer audiences during the Olympics especially with these users having an affinity for sports.

The impact of mobile in-game advertising cannot be understated. A recent study conducted by broadband provider TalkTalk indicates a notable 12% increase in purchase intent following exposure to in-game ads. Gamers demonstrated a remarkable attention span, averaging 29 minutes per session, surpassing the 17.5 minutes typical of online advertising.

Moreover, users exhibited a 13% higher dwell time on in-game ads compared to the industry average, with up to 96% of participants engaging with these ads. Impressively, over eight in ten participants perceived the ads as fitting seamlessly into the gaming environment, highlighting a growing interest in this advertising medium.

Some brands have already established connections with mobile gamers and secured a coveted spot on their podium. Research shows that mobile gamers already have a strong affinity for brands like Nike, McDonald’s, Coca-Cola, and H&M. These brands are top picks among mobile gamers, showcasing the potential for diverse industries to make their mark in the mobile gaming world. With the Olympics serving as a high-engagement time, brands shouldn’t hesitate to leverage this opportunity to embrace this worldwide event to win a medal for their mobile campaigns.

 

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