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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.
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.
Source: Premium By Design: Defining Premium Gaming Experiences (Activision Blizzard Media, 2023)
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.
Source: Premium By Design: Defining Premium Gaming Experiences (Activision Blizzard Media, 2023)
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.
Source: Premium By Design: Defining Premium Gaming Experiences (Activision Blizzard Media, 2023)
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.
Capture audience attention with interactive experiences
Invest in experiences that are authentic to the game
Partner with a reputable game studio
Source: Premium By Design: Defining Premium Gaming Experiences (Activision Blizzard Media, 2023)
By understanding and meeting the expectations of modern gamers, advertisers can unlock significant potential and drive engagement with their campaigns in premium mobile games.
Learn more in our latest research, Premium By Design, where we analyzed and defined what makes games and advertising “premium” according to gamers.
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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.
The success of mobile gaming ad campaigns hinges on partnering with a reputable game studio and meeting players' expectations for premium ad formats. But not all games or studios are created equal. Players consider graphic quality, enjoyment, and challenge when choosing a premium mobile game, with thoughts on the accompanying ads also influencing their choice.
Activision Blizzard Media recently presented our newest research, Premium By Design, to our advertising industry colleagues at Advertising Week Europe and Campaign UK’s Media360 event. There, we took to the stage to further educate advertisers and brands on the power of gaming in reaching engaged audiences.