Gaming Advertising – Before the revolutionary introduction of smartphones, video games were a niche hobby, enjoyed by a relatively small number of fans of desktop and console games. However, the proliferation of smartphones and the advent of affordable data plans changed that. Today, people all over the world are hooked on mobile gaming. There are more than 2.2 billion mobile gamers worldwide, so it’s time for marketers to monetize this huge opportunity. And in-game ads can help spread the word about your product.
What are in-game ads?
In Gaming, Advertising is the placement of advertisements in the virtual environment of a game. It provides a number of benefits to the parties involved. Game developers get a major monetization channel. Customers can accept in-game advertising due to the fact that it is optional. Advertisers prefer in-game advertising because it allows them to develop targeted and measurable promotions.
Different ad formats in mobile games
It is essential to understand the different ad formats available in the marketplace. Each format has its own advantages that marketers should be aware of.
Freemium ad formats.
This is one of the most popular gaming advertising models, where mobile games are free and generate revenue from viewers who choose the upgrade option. With this model, game developers must convince gamers to upgrade for a better experience. This is usually done in the form of a subscription service with more features or no ads.
Free-to-play.
These games are free to play. However, developers earn revenue by showing in-game currency or in-app ads to game users. Although mobile games are free, it is important for developers to make sure that the user experience does not suffer because the app is overloaded with ads.
Three types of mobile gaming apps
Banner ads.
Similar to traditional banner ads on desktops, banner ads in HTML5 games can also be used in mobile games. This format is usually less costly than other formats and is also a discreet way to show ads to viewers. As a marketer, you should be aware of banner blindness. This happens when gamers get used to banner ads and are unaware of their content. For creative mobile game ads, consider adding rich media elements such as videos and dynamic images. Because these ads have less room to convey the message, introducing elements like video can make ads stand out and increase engagement.
Interstitial ads.
These are full-screen mobile game ads that appear during a game. This ad format is especially effective in games where gameplay is linear. Because they are displayed between gameplay, users are more likely to notice the ads.
Interstitial ads are also suitable for campaigns that use video or store locator to increase engagement. However, because the ads take up the entire screen of the device, they must be relevant to the game. Users spend up to 22% of their time searching for ways to exit full-screen ads, so make sure your Facebook game ads are relevant to what users find value in them.
Rewarding video ads.
These are usually 15- to 30-second clips that are shown in between games. Some gamers may be muted, so you need to have a CTA that can be delivered with or without sound. It’s also possible to direct users to gamification ads, interact with your audience, and offer rewards for their actions.
Three types of mobile gaming apps
Banner ads.
Similar to traditional banner ads on desktops, banner ads in HTML5 games can also be used in mobile games. This format is usually less costly than other formats and is also a discreet way to show ads to viewers. As a marketer, you should be aware of banner blindness. This happens when gamers get used to banner ads and are unaware of their content. For creative mobile game ads, consider adding rich media elements such as videos and dynamic images. Because these ads have less room to convey the message, introducing elements like video can make ads stand out and increase engagement.
Interstitial ads.
These are full-screen mobile game ads that appear during a game. This ad format is especially effective in games where gameplay is linear. Because they are displayed between gameplay, users are more likely to notice the ads.
Interstitial ads are also suitable for campaigns that use video or store locator to increase engagement. However, because the ads take up the entire screen of the device, they must be relevant to the game. Users spend up to 22% of their time searching for ways to exit full-screen ads, so make sure your Facebook game ads are relevant to what users find value in them.
Rewarding video ads.
These are usually 15- to 30-second clips that are shown in between games. Some gamers may be muted, so you need to have a CTA that can be delivered with or without sound. It’s also possible to direct users to gamification ads, interact with your audience, and offer rewards for their actions.
Conclusion.
Mobile gaming advertising has many advantages over traditional advertising platforms. However, the real key to success lies in matching the needs of gamers, developers, and advertisers.