Technology: In-game ads drive 27% of mobile gamers to purchase a new product: Zynga
- InsightTrendsWorld
- Apr 3
- 10 min read
Why it is the topic trending:
Growing Importance of Mobile Gaming Audience: Mobile gaming has become a massive and engaged audience, making understanding their behaviors and receptiveness to advertising crucial for marketers.
Effectiveness of In-Game Advertising: The research highlights the significant impact of in-game ads on this audience, with a substantial percentage leading to product awareness, research, and even purchases.
Insights for Retail and Brands: The findings provide valuable insights for retailers and brands looking for effective ways to connect with consumers, particularly given mobile gamers' active shopping habits.
Support for Mobile-Focused Marketing Strategies: The research reinforces the effectiveness of mobile-centric gaming activations, as demonstrated by brands like Purina and Chipotle.
Understanding Gamer Preferences for Ad Engagement: The study also delves into what types of in-game ads resonate most with gamers, offering actionable insights for ad design and delivery.
Overview:
New research from game developer Zynga, in collaboration with Disqo and TL;DR Insights, reveals that mobile gamers are highly engaged retail shoppers and are particularly receptive to in-game advertising. The study found that a significant portion of mobile gamers become aware of new products, research them, and ultimately make purchases after seeing in-game ads. The research also provides insights into the demographics and preferences of mobile gamers, highlighting their online shopping habits, use of digital payments, and engagement with loyalty programs, making them a valuable audience for advertisers.
Detailed findings:
Active Retail Shoppers: 45% of mobile gamers spend $200 or more per month on retail items, and 31% spend over $500 per month on groceries.
Primary Household Shoppers: Mobile gamers are overwhelmingly the primary grocery and retail shoppers in their households.
Tech-Savvy and Online-Oriented: Compared to non-gamers, mobile gamers are more likely to shop online, use digital payments (34% vs. 22%), and engage with ads.
Receptive to In-Game Ads:
49% became aware of a new product through an in-game ad.
43% researched a new product after seeing an in-game ad.
27% purchased a new product as a result of seeing an in-game ad.
Gamers Want Relevant and Rewarding Ads: To increase interaction with in-game ads, gamers prefer more relevant ads (43%), attractive discounts or offers (42%), and shorter ad lengths (41%). Personalization and entertaining ads were less important.
Preference for Online Shopping: Mobile gamers prefer online shopping over non-gamers in almost every retail category except footwear. They generally prefer apps over traditional websites, except for furniture and discount stores.
Family-Oriented: 41% of mobile gamers are parents, and 50% live in households with more than three people.
Engaged with Loyalty Programs and Deals: Mobile gamers are more likely to be enrolled in retail loyalty and subscription programs (like Amazon Prime, Walmart+, Costco, Sam’s Club) and use coupons in both grocery and retail outlets.
Motivated by Seasonal Promotions: Mobile gamers are particularly motivated by seasonal shopping promotions during Christmas/Hanukkah, Valentine’s Day, and Halloween, often starting their holiday shopping early and spending more.
Even Higher Engagement Among Zynga Gamers: The statistics were even more pronounced among Zynga gamers specifically, with higher rates of product awareness (60%), research (55%), and purchase (38%) through in-game advertising.
Key Takeaway:
Mobile gamers represent a significant and valuable consumer segment that is highly engaged with retail and receptive to in-game advertising, making mobile gaming platforms an effective channel for brands to reach active shoppers, especially when ads are relevant, offer value, and are not overly intrusive.
Main Trend: Mobile Gaming as a Key Advertising Channel
Description of the trend (please name it): The "Gamified Consumer Reach" trend signifies the increasing importance and effectiveness of mobile gaming platforms as a powerful channel for advertisers to reach and influence consumer purchasing decisions. This trend highlights the receptiveness of mobile gamers to in-game advertising, leading to significant rates of product awareness, research, and conversions.
What is consumer motivation (of mobile gamers to engage with ads): Mobile gamers are motivated to engage with in-game ads primarily when:
Relevance: The ads are related to their interests or needs, making them feel less intrusive and more helpful.
Value: The ads offer tangible benefits like discounts, special offers, or exclusive content, providing an incentive to engage.
Brevity: The ads are short and do not disrupt their gameplay experience for extended periods.
What is driving trend: The key drivers of this trend are:
Massive Mobile Gaming Audience: The sheer number of people who play mobile games provides a vast potential reach for advertisers.
Engagement Levels: Mobile gamers are often highly engaged with their games, presenting opportunities to capture their attention.
Technological Advancements: Improvements in mobile advertising technology allow for more targeted and interactive ad formats within games.
Data and Analytics: Game developers and advertisers can leverage data to understand gamer demographics and preferences, leading to more effective ad targeting.
Shifting Advertising Landscape: As traditional advertising channels face challenges, brands are increasingly looking for innovative ways to reach consumers, and mobile gaming offers a promising avenue.
What is motivation beyond the trend (for advertisers to use in-game ads): Beyond reaching a large audience, advertisers are motivated to use in-game ads by the potential for:
Increased Brand Awareness: Reaching consumers in a non-traditional and often immersive environment can lead to higher brand recall.
Driving Conversions: As the Zynga research shows, in-game ads can directly lead to product research and purchases.
Targeted Reach: Mobile gaming demographics are diverse, allowing advertisers to target specific consumer segments.
Measuring ROI: Digital advertising within games often provides trackable metrics to measure the return on investment.
Description of consumers article is referring to (what is their age? What is their gender? What is their income? What is their lifestyle):
The article primarily refers to adult mobile gamers (18 years and older), with a survey of over 2,000 adults. While specific age ranges are not detailed, the finding that 41% are parents suggests a broad age demographic. The article does not explicitly break down the findings by gender. In terms of income, the data indicates that a significant portion (45%) spend $200 or more on retail monthly, and 31% spend over $500 on groceries, suggesting a range of income levels, but with a notable segment having disposable income. Their lifestyle is characterized by being digitally engaged, preferring online shopping and digital payments, and actively participating in loyalty programs and deal-seeking, often with family responsibilities.
Conclusions:
The Zynga research strongly suggests that mobile gaming is a highly effective platform for reaching active retail shoppers. In-game advertising can drive significant product awareness, research, and purchases, particularly when ads are relevant, offer value, and respect the user's gameplay experience. Retailers and brands should consider incorporating mobile gaming into their advertising strategies to connect with this engaged and consumer-active audience.
Implications for brands (advertising and retail):
Mobile Gaming as a Viable Ad Platform: Brands should recognize mobile gaming as a significant advertising channel with a high potential for reaching consumers at various stages of the purchase funnel.
Focus on Relevance and Value: In-game ads should prioritize relevance to the gamer's interests and offer tangible value, such as discounts or exclusive content, to maximize engagement.
Keep Ads Concise and Non-Disruptive: Ad formats and lengths should be carefully considered to minimize disruption to the gameplay experience and improve user receptivity.
Leverage Gamer Demographics and Behaviors: Advertisers should utilize data on gamer demographics, shopping habits, and preferences to create more targeted and effective campaigns.
Explore Partnerships with Game Developers: Collaborating directly with game developers like Zynga can provide access to specific audiences and opportunities for integrated and engaging ad experiences.
Implication for society:
Increased Advertising in Digital Entertainment: The trend suggests a continued growth of advertising within digital entertainment platforms, requiring consumers to navigate ads within their leisure activities.
Potential for More Personalized Advertising: The focus on relevance could lead to consumers seeing more ads tailored to their interests, raising both benefits and potential concerns around data privacy.
Implications for consumers (mobile gamers):
Increased Exposure to Advertising: Mobile gamers can expect to see more in-game advertisements as brands recognize the effectiveness of this channel.
Potential for Value Through Relevant Ads: If ads are well-targeted and offer genuine discounts or information about useful products, they could provide value to gamers.
Need to Manage Ad Experiences: Gamers may need to develop strategies for managing their exposure to ads within games, such as opting for ad-free versions (if available) or becoming adept at quickly navigating through ads.
Implication for Future:
Continued Growth of In-Game Advertising: The effectiveness of in-game ads suggests that this form of advertising will likely continue to grow and evolve.
Innovation in Ad Formats and Integration: Expect to see more creative and integrated ad formats within mobile games that are less disruptive and more engaging.
Greater Emphasis on Data-Driven Advertising: The use of data to target gamers with relevant ads will likely become more sophisticated.
Potential for Metaverse and Extended Reality Advertising: As gaming evolves into metaverse-like experiences, new and immersive advertising opportunities may emerge.
Consumer Trend (name, detailed description - for mobile gamers):
Trend Name: "Receptive Gamer Shoppers"
Detailed Description: This trend describes the behavior of mobile gamers who are not only actively engaged in gameplay but are also receptive to advertising within games, particularly when the ads are relevant to their interests, offer value, and do not significantly disrupt their gaming experience. This makes them a valuable target audience for brands looking to drive awareness, research, and purchases.
Consumer Sub Trend (name, detailed description - within "Receptive Gamer Shoppers"):
Sub Trend Name: "Value-Driven In-Game Engagement"
Detailed Description: Mobile gamers are more likely to engage with in-game advertisements when they perceive a clear value exchange, such as receiving attractive discounts, exclusive offers, or helpful information about products that align with their needs or interests.
Big Social Trend (name, detailed description):
Big Social Trend Name: "The Blurring Lines of Entertainment and Commerce"
Detailed Description: This trend reflects the increasing integration of commercial elements, such as advertising and opportunities for purchasing products, within entertainment platforms, including mobile gaming. Consumers are becoming accustomed to encountering marketing messages within their leisure activities.
Worldwide Social Trend (name, detailed description):
Worldwide Social Trend Name: "Global Rise of Mobile Commerce (M-Commerce)"
Detailed Description: The receptiveness of mobile gamers to online shopping and digital payments aligns with the broader global trend of increasing reliance on mobile devices for various commercial activities, making mobile platforms, including gaming, key channels for reaching consumers worldwide.
Social Drive (name, detailed description):
Social Drive Name: "Convenient Consumption within Digital Ecosystems"
Detailed Description: The underlying social drive is the desire for convenient consumption within the digital ecosystems where people spend their time. Mobile gaming represents one such ecosystem, and the willingness of gamers to engage with ads and make purchases within this environment reflects a broader preference for seamless and integrated experiences.
Learnings for brands (advertising and retail) to use in 2025 (bullets, detailed description):
Mobile Gaming is a High-Potential Channel: Recognize the significant reach and engagement of mobile gamers and include mobile gaming platforms in your advertising strategies.
Targeting and Relevance are Key: Invest in effective targeting to ensure your in-game ads are shown to audiences likely to be interested in your products. Generic or irrelevant ads are less likely to be effective.
Offer Incentives for Engagement: Consider incorporating attractive discounts, exclusive offers, or virtual rewards within your in-game ads to encourage interaction and drive conversions.
Respect the Gamer Experience: Design ads that are not overly disruptive to gameplay. Shorter ad formats or ads integrated seamlessly into the game environment tend to be better received.
Track and Measure Performance: Utilize analytics to track the effectiveness of your in-game advertising campaigns, identifying what works best in terms of awareness, research, and purchases.
Strategy Recommendations for brands (advertising and retail) to follow in 2025 (bullets, detail description):
Partner with Mobile Game Developers: Collaborate directly with game developers to create more integrated and engaging advertising experiences that feel natural within the game environment.
Utilize Rewarded Video Ads: Consider using rewarded video ad formats, where gamers voluntarily watch an ad in exchange for in-game rewards. This can lead to higher engagement rates.
Explore Playable Ads: Experiment with playable ads that allow users to interact with a mini-version of an app or game before installing, as this can be a more engaging way to showcase products or services.
Run A/B Tests on Ad Creatives and Targeting: Continuously test different ad creatives, formats, and targeting parameters to optimize campaign performance and identify what resonates most with your target gamer audience.
Integrate In-Game Ads with Overall Marketing Strategy: Ensure your mobile gaming advertising efforts are aligned with your broader marketing campaigns for a cohesive brand message across different channels.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):
Mobile gaming has emerged as a powerful advertising channel due to the large and engaged audience of gamers who are active retail shoppers and receptive to in-game advertising, particularly when it is relevant and offers value.
What brands & companies (advertising and retail) should do in 2025 to benefit from trend and how to do it:
Brands and companies in the advertising and retail sectors should strategically leverage the "Gamified Consumer Reach" trend in 2025 by:
Integrating Mobile Gaming into Digital Advertising Budgets: Allocate a portion of their digital advertising budget specifically to mobile gaming platforms, recognizing the significant reach and engagement potential of this channel. This involves researching relevant game genres and audiences that align with their target demographics.
Developing Tailored In-Game Advertising Campaigns: Create ad campaigns specifically designed for the mobile gaming environment, focusing on relevance, value, and non-intrusive formats. This could involve offering exclusive in-game discounts, showcasing products in a contextually relevant manner within the game, or utilizing rewarded video ads where gamers willingly engage in exchange for in-game benefits.
Partnering with Influencers and Gaming Communities: Collaborate with popular gaming influencers and engage with relevant gaming communities to further amplify their reach and build trust with this audience. This can involve sponsored content, product placements within live streams, or participation in gaming events and tournaments.
Final Note:
Core Trend:
Name: The Mobile Gaming Advertising Opportunity
Detailed Description: Mobile gaming presents a significant and increasingly effective opportunity for brands to reach a large, engaged, and consumer-active audience through well-designed in-game advertising.
Core Strategy:
Name: Relevant and Rewarding In-Game Engagement
Detailed Description: The key strategy for brands in mobile gaming advertising is to create and deliver ads that are highly relevant to the gamer's interests and offer tangible rewards or value for their engagement, ensuring a positive and effective interaction.
Core Industry Trend:
Name: Growth of Ad-Supported Mobile Gaming
Detailed Description: The mobile gaming industry continues to evolve with a strong presence of ad-supported games, creating a vast and receptive environment for advertisers to connect with a diverse audience.
Core Consumer Motivation:
Name: Value and Relevance in Entertainment Spaces
Detailed Description: Mobile gamers are motivated to engage with advertising within their entertainment space (games) when they perceive it as relevant to their interests and providing genuine value, enhancing rather than detracting from their overall experience.
Core Trend Detailed (name, detailed summary of the Core Trend):
Name: The Mobile Gaming Advertising Opportunity
Detailed Summary of the Core Trend: The core trend of The Mobile Gaming Advertising Opportunity underscores the emergence and growing significance of mobile gaming as a powerful and effective platform for advertisers to connect with a vast and highly engaged audience. Research indicates that mobile gamers are not just passive players but are also active retail shoppers with significant spending power and a demonstrated receptiveness to advertising integrated within their gaming experience. This trend is characterized by a substantial portion of gamers becoming aware of new products, conducting research, and even making purchases as a direct result of encountering in-game advertisements. The effectiveness of this advertising channel is further amplified when ads are relevant to the gamer's interests, offer tangible value such as discounts or exclusive content, and are designed to be non-intrusive to the gameplay. This presents a major opportunity for brands across various sectors to tap into the expansive mobile gaming market and influence consumer behavior within a context where users are already engaged and often spend significant amounts of time. The continued growth of mobile gaming and advancements in advertising technology suggest that this trend will only become more pronounced in the future, making it an essential consideration for comprehensive marketing strategies.
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