As we navigate the unprecedented impact of COVID-19 on our daily lives, it's fascinating to see how mobile gaming has adapted and evolved in response. With people spending more time at home, the world has witnessed a surge in mobile gaming engagement, leading to significant shifts in playtime, session duration, and in-game purchases.
Casual Gaming Trends Take Center Stage
With millions of people stuck at home, casual gamers are now driving a substantial portion of mobile gaming revenue. A staggering 37% of all gamers have increased their spending on games since the pandemic began, with roughly one-third making in-game purchases and another quarter buying new games. This uptick in spending presents a prime opportunity for game marketers to refocus their efforts on appealing to casual gamers.
To capitalize on this trend, marketers can employ targeted cost-per-install bidding strategies to reach a broader audience at a lower cost. Alternatively, they can leverage target cost-per-action bidding based on actions common among existing players to attract highly engaged audiences.
Deeper Engagement and Longer Quests
As the pandemic continues to shape gaming behaviors, many games are now hosting seasonal or special events to reengage players. Interestingly, player engagement levels vary significantly across different regions, with some gamers showing more interest in subscriptions due to a desire for more playtime and features.
By understanding these regional trends, marketers can provide and promote various in-game purchase options that cater to specific audience preferences. For instance, players in Brazil are most interested in accessing exclusive content, while those in India, China, and the U.S. value subscription-based services as a better value proposition than upfront payments.
The Power of AI-Powered Mobile Apps
For many gamers, the option to gain power-ups or boosters from interacting with video ads has become a crucial factor in determining their gaming experience. Of players who choose to watch in-game ads, 34% do so to receive boosters and power-ups, while 30% want to unlock additional lives or continue playing through a failed level.
To harness this trend, marketers can implement rewarded interstitials – a video ad format that appears on the screen at breaks in gameplay, offering players rewards for watching full videos. This format combines high impression volume with high engagement and easy player progression.
A New Era of Mobile Gaming
As we emerge from the pandemic's impact, it's clear that mobile gaming has undergone a transformative shift. With first-time players joining seasoned enthusiasts, now is the ideal time to reconnect with existing users and introduce yourself to new audiences.
The rise of AI-powered mobile apps has revolutionized the way we engage with games, offering endless opportunities for marketers to adapt and innovate. By embracing these trends and leveraging data-driven insights, game developers can create immersive experiences that captivate gamers worldwide – a truly winning combination!