Advertisers see more engagement through mobile games
Mediabrix, a leading social and mobile advertising firm, has released new data concerning mobile marketing. The data highlights the advertisements that are seen through social mobile games and their performance in terms of consumer engagement. Social games have become very popular with consumers, which has made them equally popular with advertisers. Advertising in mobile games has also been extremely successful in recent years, suggesting that engaging mobile consumers, especially those that play games on their smartphones and tablets, is the best way to reach people through marketing campaigns.
In-game ads have higher click-through rate than normal ads
According to the data from Mediabrix, advertisements in social and mobile games have a higher click-through than other advertisements. These ads see an average click-through rate of 11%, 100 times higher than the rate seen through normal advertisements. Engagement in these advertisements is also significantly higher, beating out the engagement seen through web-based advertisements coming from companies like Facebook and Google.
Mobile games entice consumers to engage in marketing
Exactly why consumers are more prone to engage in advertisements in social and mobile games is something of a mystery. Mediabrix suggests that mobile games themselves are highly interactive, making consumers more prone to engage with elements they see on the screens of their smartphones and tablets. Mobile advertisements also have an appeal to those looking to stave off boredom, thus consumers with nothing better to do will engage in these ads for some entertainment.
More than 158 consumers expected to be mobile gamers by 2015
Mediarbix predicts that there will be more than 158 million consumers playing mobile games by 2015, creating major opportunities for advertisers looking to engage the mobile space. Social and mobile games are expected to have a major impact on the world of mobile marketing, especially due to the fact that consumers continue to show that they are more willing to engage in in-game advertisements than any other traditional form of marketing.
Mobile games developers may benefit from new publishing platform
Chillingo, a subsidiary of Electronic Arts that publishes mobile games, has announced its partnership with Samsung this week. The two companies will work together to provide new tools to the mobile games developer community, helping them find the success they crave in a highly competitive industry. Samsung has been showing very strong interest in mobile games recently, backing several initiatives designed to provide better services to independent developers around the world. Electronic Arts also holds an acute interest in mobile games because of the vast potential that can be found throughout the burgeoning market.
Platform offers 100% revenue shares for mobile games developers
Together, Chillingo and Samsung will work to develop a new platform for mobile games developers that will offer them unparalleled revenue opportunities. This platform is called 100% Indie and acts as a community hub where developers can share they games, which are then made widely available to Samsung customers. The new platform will be opened to developers beginning March 4, and will offer them 100% of the revenue they generate through the mobile games that they sell through the platform for the first six months that they are active.
Independent developers receive strong support from consumers
The platform offers higher revenue opportunities for developers than any other platform of its kind in the world. Chillingo believes that the mobile games market is filled with promising developers that often struggle to find the success they need in order to be stable. Many developers are unable to compete with studios that have the backing of large publishers, such as Electronic Arts, but many consumers have fallen in love with the so called “indie” scene, where games are produced and published by their developers rather than through large corporations.
Chillingo expects to see success through new platform
After the first six months a game has been on the 100% India platform, the revenue share that developers have access to will drop. This drop will continue in modest fashion until March 2015, when it will come more in line with the revenue shares offered by other platforms. Chillingo believes that the platform will help expose consumers to very promising mobile games from new developers.
