Firm highlights potential of mobile gaming
Mediabrix, a mobile and social gaming advertising firm, has been heralding the potential of mobile games for some time. These games have become resoundingly popular among consumers around the world and, as such, have also become very attractive advertising platforms. The marketing potential of mobile gaming has yet to be fully actualized, but Medibrix has been showing the revenue generation capability of gaming advertisements and how effective in-game ads can actually be.
In-game ads reach $200 CPM
Mediabrix has reported that its in-game advertisements are generating $200 CPM across multiple platforms, 180 times greater than that produced by traditional advertisements. CPM denotes the rate that marketers will pay to have their ads hosted on a particular platform. The higher the CPM, the more valuable the platform is to marketers. According to data provided by Mediabrix, mobile games may be one of the most valuable marketing platforms there is.
Popularity of mobile games proves successful for advertisers
The value of mobile games is linked to their popularity among consumers. These games are both easy to obtain, as most of them are free, and easy to play. Because of their mobility, these games can be played anywhere and at any time. Moreover, consumers tend to jump from game to game relatively quickly, exposing themselves to a wide variety of games as well as the advertisements that these games host.
Fickleness of consumers may be bad for developers
Despite the apparent potential of mobile games, monetization of these games has been a difficult issue for many startups. New and independent development firms often fail in their monetization efforts because their mobile games are not able to find traction with consumers. Notably, the way consumers move from one game to another in quick succession has created a turbulent environment wherein developers have a difficult time holding the attention of a particular gamer long enough to generate any significant revenue.
High resolution devices may be the key to successful mobile games
Mobile games have become something of a phenomenon in the game industry. These games have proven to be rampantly popular with consumers, many of whom are more than willing to participate in in-game advertising and mobile purchases. As such, the mobile games market is considered to be significantly lucrative and home to very promising opportunities for developers. These developers do, of course, have to find ways to encourage consumers to make in-app purchases. A new study from mobile games studio Pocket Gems suggests that this may be a matter of quality in mobile technology rather than mobile games themselves.
Study suggests screen quality influences in-app purchases
The study from Pocket Gems suggests that the quality of a mobile devices screen directly influences whether consumers will make an in-app purchase. Consumers that play mobile games on better quality screens, such as those typically found on tablet devices, are more likely to make in-app purchases than those that play games on lower quality screens. Pocket Gems notes that Android users with high resolution mobile devices are up to 10 times more likely to purchase in-game items or virtual currencies.
Popularity of high resolution devices may be a sign of disposable income
This may be because many consumers consider high resolution screens to be synonymous with processing power for mobile devices, which may lead consumers to believe that some mobile games are better than they actually are. Consumers that have a high opinion of a game or its developer typically tend to support that game or developer more strongly. Pocket Gems notes that consumers with high resolution devices are more likely to have disposable incomes as well, which makes them more likely to conduct in-app purchases.
Android shows greatest potential for mobile games monetization
The study suggests that mobile games developers looking to find major success in the game industry may do well to tailor their games for high resolution devices. The study shows that the correlation between screen resolution and monetization is the highest in Android tablets. Conversely, the study shows that the iPad has no correlation between resolution and monetization whatsoever.
