In today’s highly competitive environment advertisement plays an essential role in building the presence of your brand. With the development of technology, newer methods of advertising are being devised with each passing day. Mobile and in-app digital advertising have grown at a tremendous pace in the last few years, exhibiting a high degree of technical innovation in the process. With the mobile revolution, most companies are investing huge amounts in advertising on mobile devices, and many new trends have emerged so far.
Of all these, gamification of the advertisement has proved to be very effective in engaging the users. When the user is using an app, and the advertisement of your brand is displayed as an attractive game, the user is bound to go for it. This leads to the promotion of your brand by engaging the user in the game. This emerging trend of mobile app game advertising is bound to be prominent in 2018 and be a huge success in mobile app monetization. An augmented reality game development company can design small, scalable, and replicable games for effective advertising while making both the app and the game interesting. The rise in the gaming app industry has provided a favourable environment for this. As the field is still ripe, chances of further innovation are very high.
Mobile game players are not bothered by ads
Ads used in apps may be rich media ads, native ads, display ads, rewarded video ads, offerwall ads, or interstitial ads. Game players are generally not offended by these apps, especially if they bring rewards for them. A survey conducted by Facebook Audience Network in association with a research company has shown that nearly 73% of the gamers have no problem with the ads interrupting app games. In fact, they are shown to be 3.5 times more likely to buy and use the advertised products that are relevant to them.
Rewarding video ads were more likely to turn users into customers
It has also observed that users are 23% more likely to use or purchase a product when rewarded videos ads are used in comparison to ads providing no choice. Providing users with an in-game reward after watching a video can further give an interesting twist to the traditional rewarded video model. Users don’t mind completing a video advertisement to earn player rewards such as an opportunity to continue the game after an untimely death in exchange for watching a video ad. Moreover, advertisements can be added to the existing game apps without offending the game design principles to make them effective.
Improve the ratings of the game by adding ads at the right place and time
Presenting ads to consumers through games at the right place and at the right time makes ad experience seamless rather than a selling strategy. Sometimes delaying an ad aids in enhancing player engagement, leading to longer play times and happy players by not breaking the players flow. The research also shows that rating is better for games with rewarded video ads. Five-star ratings were found to be significantly more for casual, midcore, and hardcore games showing rewarded video ads than games having less choice for user engagement with videos. Ads may appear between levels or other such natural breaks. This makes the players more receptive to ads.
Games are valuable promotional tools for brands
You can monetize your game app with in-game ads for driving maximum revenue, boosting user engagement, and improving retention. In the past few years, brands have shown an increased interest in integrating games. This integration may be done in the form of a custom branded level, or branded game menus, or simply by the addition of new characters or virtual items. By combining rewarded videos with game content, brands are not only creating awareness and developing user engagement but also promoting themselves in a single app for hitting their key demographic targets. Game developers can choose unique ways for merging brands into their environment. This helps in creating more memorable and immersive experiences for players.
Either playable brand ads or playable game ads may be used
Both advertisers and game developers agree on the fact that engagement is of priority. A protocol that facilitates interactive mobile ads, Mobile Rich Media Ad Interface Definitions (MRAID), is adopted by mobile game advertisers widely. Many companies are running the MRAID campaigns on the rewarded gaming inventory. This signals the arrival of bigger and broader things in near future. Though MRAID engages greater user base without relying on the slow adoption rates or high production price evident in the augmented reality/ virtual reality space, with AR and VR trending these days, gamification may be used as an engagement tool for brands. Playable brand ads or playable game ads both are in the win-win situation.
Final words Though the pace of innovation in monetization of mobile apps may be very slow with ad platforms furiously competing to outperform one another, game developers are devising new methods of monetization to increase revenues without negotiating user experience. Thus, mobile game app development companies can engage users with new and immersive in-app ad formats in games and continue to create entertaining content with multiple monetization entry points.
|