How marketers utilise in-game mobile ads

By Alma Fabiani

Updated Jul 8, 2022 at 11:11 AM

Reading time: 2 minutes

Mobile gaming has become a rapidly growing industry in recent years. The convenience of gaming on portable devices has ushered in a new way to enjoy the best in games. One of the reasons mobile gaming is so popular is the terrific variety of games on offer. As well as entertaining puzzle games and general knowledge quizzes, there are scintillating arcade and sports games to partake in.

The mobile casino industry is another part of the huge rise in online gaming for portable devices. Online casino providers like Spin Casino Canada now offer a wide range of casino games to their existing and new players on a wide range of portable devices. The online casino provider is now available on both mobile phones and tablets, so their players can access their casino games anywhere and at any time!

Advertisers have also made great developments in the mobile gaming industry. The fact that gamers are no longer the traditional stereotype of kids and geeks has opened up the industry to reach a much more diverse audience. These days, the average gamer is more likely to be in their mid-thirties and a homeowner. Female gamers also make up a significant part of the figures.

Many mobile games are free to play. However, there are in-game ads that the player must watch to continue playing. These operate in a similar way to the ads used in free online movies and TV channels.

How in-game ads benefit advertisers and players

In-game ads sometimes have a direct effect on the game itself. Players can be granted reward points or bonus lives by watching ads. In certain interactive lifestyle apps watching an advert can also provide you with power-ups or prizes. These features benefit the player to ensure they watch an entire online ad without skipping through it. Studies have shown that gamers like to see in-game ads that offer these sorts of rewards. Two out of three gamers prefer this form of in-game advertising.

A benefit to the advertising companies themselves is the fact that the majority of mobile gamers find in-game ads memorable. Many people play mobile games and choose the free versions. There is therefore a large and ever-growing market to appeal to.

Games within games

Mobile in-game ads are also used to advertise other online games. A quick video for the game is presented as an ad break within the game-play of the game the player is playing. Sometimes an interactive segment can be played while the ad runs its course. This is an attractive way to pique the interest of an already known gaming audience.

This is a direct example of native advertising—where the ad matches the format it is being presented in. In-game advertising is a rapidly growing part of the rise of the native advertising sector. The spend on this type of advertising has been forecast to grow 372 per cent over the next five years.

The reach of this versatile advertising type targets casual gamers along with more dedicated players. The future for in-game native advertising looks bright indeed, with key benefits for both player and advertiser.

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