With over 9.33 billion mobile games downloaded in 2021 alone, India is the second largest mobile gaming market in the world today – it is second only to China, as per InMobi mobile game advertising report.
As per the report, 43 pc of India’s gamers are women, and 31 pc are above the age of 45.
Since the pandemic, the world has seen a gaming revolution. For every individual that has gotten hooked to the world of mobile game apps, there are brands who have directed marketing budgets towards the medium.
Increase in ad spends
6 in 10 advertisers have started leveraging mobile gaming advertising only in the last 2 years which has led to a 2X increase in ad spends. 98 pc of gaming advertisers have claimed to increase their spends on mobile gaming apps in the past year, which shows in the whopping 2X jump mobile gaming ad spends YOY.
Advertising on mobile game apps can be easily scaled and optimized using programmatic channels and hence, it remains a clear favorite for brands.
Within the programmatic domain, with 42 pc the Open Exchange is the most popular method and Private Marketplace deals come a close second with 38 pc. However, several advertisers in India still buy directly from publishers (wrongly) assuming that it is the primary way to advertise on mobile game apps. Most explored formats amongst advertisers on mobile gaming ads include Rewarded Video, Playable Ads and Interstitials.
Blended in-game ads is the most popular format that advertisers want to use in the future. Unlike conventional banners, they give advertisers the flexibility to advertise on different types of real estate within the game – such as billboards or buildings and thus generate better recall through immersive advertising.
The report further mentions the key drivers for Indian advertisers to advertise on mobile game apps. Those include, higher audience attention and engagement, better targeting and personalization, access to hard-to-reach audience segments, trusted brand-safe environments, and innovative ad offerings.
The report also delves into the myths surrounding mobile game advertising. Despite the explosive opportunity right in front of them, most marketers are hesitant to take the plunge and invest in mobile game advertising. They carry misplaced notions on the lack of personas, placements, engagement, and of course brand safety, but this couldn’t be further from the truth.
Data from the InMobi Platform shows 60% Y/Y growth in the volume of advertisers spending on mobile game apps.In India, in 2022 alone, 60% Y/Y growth in volume of advertisers spending on game apps, ad spending on game apps increased by 2X Y/Y3, average spending per advertiser grew by 32 pc. 38 pc of advertisers today spend on mobile game apps. 34 pc of all ad spends were on game apps.