June 1, 2023 – 4 minutes checked out – Sponsored by Activision Blizzard
Melinda L. Spence, head of international marketing insights, Activision Blizzard Media
Gamers have high expectations for the video games they play and the media they consume, and for good reason. Players can be distinguished from other audiences more so by their attention to detail and how frequently they interact with the content.
Activision The most recent research study by Blizzard Media, titled Premium By Design, found that video games are a regular part of gamers’ lives. Particularly, 47% of console players and 79% of gamers on mobile devices play video games daily. As the public is given more and more options to enjoy content and as they develop higher expectations for what is worthy of their notice, capturing their attention is becoming increasingly difficult.
The quality of a video game is very important to the 3 billion players that play them because there are so many options and only so many hours to play.
It’s not unexpected that players find subpar experiences gratifying when weighing the value of their time and resources. They are a special category of customers who welcome in-game marketing experiences if done in a way that feels connected to the whole video game experience because of their appreciation for high quality.
To reach most players, marketers must target them by means of mobile video games
Understanding gamers can and must be a desirable criterion for marketers because they are such highly engaged consumers.
Reaching this leaned-in player effectively and efficiently requires meeting them where they are already present: in mobile gaming environments where their attention is focused. The best strategy is to interact with the most well-known video game IP in a genuine, pertinent, and brand-appropriate way, especially in light of how closely gamers are connected to their local communities and favourite games.
There is a fine line between enhancing the player’s video gaming experience with marketing and interfering with it; it’s the difference between getting their real attention and damaging their goodwill. Selecting the proper premium video game for collaboration and creating a premium advertisement experience that blends in are two simultaneous challenges that marketers must overcome.
The persistent notion that PC and console gamers make up the majority of players is in service of those goals. 90.6% of the 3 billion players globally are active on mobile devices. The distinction between desktop and mobile players is a vastly outmoded idea. Whenever and wherever they can, people play video games. 42 percent of players on mobile devices also use a PC or laptop, and 55 percent also use a console. Players on PC or consoles are likely to be found playing video games on mobile devices by marketers hoping to connect with them.
The framework through which premium video games were previously defined hasn’t advanced to take into account the quick rise of mobile gaming. A premium video game on any platform needs to excel in a number of different categories to stand out, including excellent gameplay, excellent graphics and music, an interesting narrative, and carefully designed video game mechanisms, among others.
A minimum of one quality, according to 91% of mobile gamers, may make a mobile video game premium, while 69% of gamers who primarily play on PC and console think mobile video games are of good quality. The thoughtful combination of attributes that results in a well-rounded premium experience goes far beyond appeal or rate point. The majority of gamers are playing because it’s convenient, and when they think about premium mobile video games, they typically picture fun (92%), appealing (90%), restful (87%), creative (87%) and competitive (86%) experiences.
The halo effect is still very much present, especially in video games, making a studio’s track record an important factor in a player’s comprehension of both a video game and its advertising experiences. Premium marketing is advertising that seamlessly integrates into the experience of a high-end video game, like a matryoshka doll. It’s unlikely that anyone would consider a promo to be premium if it were included with a poorly received video game. The abbreviation GRINS—which stands for graphics of the highest calibre, reward-based, integral to gameplay, non-intrusive, and brief—should guide the creation of the in-game advertisement.
It’s obvious that gamers choose short, beneficial things while examining their selections more frequently. Two out of every five of them say they enjoy integrated advertisements and product placements. Just as important as possessing it is how effectively it is used.
Smaller-screen experiences are winning larger bets for marketers
Despite the fact that the big-screen aspect of PC and console video gaming has helped keep the tradition alive, mobile video gaming continues to have the fastest growth potential. 53% of the global video gaming market’s revenue in 2022 will come from mobile gaming.
Specifically for video games and other home entertainment, mobile innovation has increased consumer behaviours and practises. Additionally, as usage shifts considerably to experiences on smaller-sized screens, the calibre of mobile video games has really improved.
Marketers are beginning to see the value of these video games and the user experiences they provide as they realise that the majority of players they had previously assumed to be using PCs and consoles are actually utilising mobile devices. With this, marketers are presenting premium advertisement experiences and extracting every last drop of premium effect. Selecting the appropriate studios to partner with becomes more important as they come to understand the brand-new reality of smaller-screen experiences winning larger investments.