Mobile games have really come a long way over the past year, with immense growth in new markets like Asia and Latin America, as well as better inclusion of native advertising so that it doesn’t get in the way of the experience. So, how can it improve from here in terms of marketing trends Applift has a few ideas…
The website posted a list of eight different trends that companies should consider following when it comes to its mobile game releases, in an effort to keep the market on the up-and-up. They are condensed below, but you can check out the site to see full descriptions.
Improved focus on video:
Video previews have become an integral part of the iOS 8 App Store, and TV and YouTube continue to be on the rise as well, in addition to mobile video advertising. As such, video eCPMs have picked up immensely, with eight times the growth of general banner ads.
Better social integration:
Social features should get better and better with 2015’s games, with King’s Candy Crush Saga being a leading example in terms of asking friends for assistance. With better ones set to be implemented, a virality-based ecosystem will give gamers more control based on their choices, and also improve both supply and ROI for potential advertisers.
Western publishers can see more global growth:
With the increase in global game markets, more publishers will work with their local firms to create a better outreach in said markets. One recent example is PlayPhone teaming up with a Saudi Arabian firm to bring its games to a Middle Eastern audience.
Ads moving away from traditional dynamics:
More natural and native advertising will take shape in the coming year, meaning less obtrusive ads when it comes to games themselves (including those pesky search ads). In addition, new formats could pave the way to benefit players, including paying them for watching ads and rating them to filter out more of what they want.
Chart position could be tougher to tackle:
With the addition of “top” charts on popular sites like Facebook and Google, landing in a top position will take more effort – which means more work from the likes of advertisers to do better.
Increased monetization:
Tablet shipments may have lowered, but phablets (smaller tablets) continue to grow in the market. It provides a big enough screen for companies to still utilize advertising, while CPMs continue to be on the rise, with more ad monetization revenue as a result.
Better control over ads:
Giving users control over the ads they open – and perhaps even providing rewards for doing so – would provide a better benefit rather than ones that pop up automatically and “get in the way,” so to speak. Personalizing a user’s experience could go a much better way in terms of involving them.
Microtargeting:
With growth in technology, marketers can develop better habits in seeing what users want from their games. As a result, better social media advertising campaigns can be made, and ad networks can be utilized for the better. It’s up to marketers to find the right way to do this.
