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Mobile games could be powerful marketing tools

| March 10, 2013

Mobile Games powerful marketingReport highlights the marketing potential of mobile games

Mobile games are beloved by many due to the entertainment they can provide. They may have largely untapped marketing potential, however, according to a new report from ForeSights, a leading market research firm. The report highlights mobile games as marketing tools, suggesting that they can be used to promote products and services to a wide range of consumers. Consumers have shown that they are willing to participate in marketing that they find in mobile games, which has turned many of these games into effective marketing tools for those that know how to appeal to gamers.

Report identifies trends in mobile gaming

The report from ForeSights touches upon new opportunities emerging in mobile marketing, focusing on trends that are bringing marketing more in line with mobile gaming. These trends include willingness among consumers in engaging mobile advertisements that offer an interactive experience, rather than just directing them to a product website. Gamification of mobile advertisements has proven popular among consumers, especially those that have a strong love for mobile games.

Challenges exist that could make marketing difficult

There are some challenges in using mobile games as a marketing tool. A large portion of mobile gamers are young, between the ages of 12 and 17. Many of these people make use of their parent’s mobile devices in order to play mobile games. In recent years, collecting data from these consumers have become very controversial and it is becoming more common for young consumers to “mis-click” advertisements, constituting their unwilling participating in a marketing campaign. This can be particularly problematic if advertisements link directly to an e-commerce site, where it is easy to purchase products without actually intending to do so.

Developers show willingness to cater to advertisers

In-game advertisements are the primary way for developers of mobile games to generate revenue. Many developers design their games specifically with the concept of advertising in mind, but many of these games see little interest from advertisers that could see major benefits from engaging gamers. Mobile games have the ability to capture the attention of consumers and keep them focused on participating in gaming elements, if advertisers can find a way to do the same, mobile games may become the next major marketing tool.

Visa and Monitise look to expand mobile payments throughout Europe

| March 10, 2013

Mobile Payments Partnership EuropeVisa and Monitise extend mobile payments partnership

Visa has announced that it is expanding its partnership with Monitise, a mobile payments company. The two companies have been working to expand the reach of mobile commerce throughout Europe and have been met with promising success thus far. Visa now aims to extend its partnership with Monitise through a new three-year commercial agreement. Per the agreement, the two companies will continue expanding into the European mobile commerce market, developing new mobile payments solutions that are designed with financial institutions in mind.

Mobile commerce is growing more popular among financial groups due to consumer demand

Mobile payments have been a relatively easy sell to consumers. Many people have shown  their willingness to use their smartphones and tablets to purchase goods and services. The concept has been more difficult to sell to financial institutions, which are more concerned with the risks associated with mobile commerce rather than its convenience. Despite these concerns and a reluctance to support mobile commerce, many European financial institutions are seeing rising demand from customers concerning mobile payments. Thus, these organizations are beginning to take steps to accommodate the wants of their customers.

New solutions to be introduced to European market

Through the agreements, Visa will be able to make use of mobile technology developed by Monitise. This technology will be put to use in the development of new mobile payments solutions. As these solutions take form, Visa will help promote them to European markets as well as help ensure that these solutions are secure against the threats that exist in the mobile world. Visa and Monitise have already deployed mobile payments services to more than 3,000 banks and financial institutions in Europe and the two companies are expected to look to take advantage of this momentum.

Visa and Monitise seek to dominate Europe with mobile payments

Visa notes that the way people pay for goods and services is changing. More people have access to smartphones and tablets than ever before and these consumers are finding that mobile commerce offers them a convenient and safe way to make purchases. Visa and Monitise will work to continue establishing their commanding presence in the European market, hoping to fortify themselves against competing parties that are looking to do the same.