Half of mobile gamers find in-game ads memorable

Anne Freer | December 14, 2020

App Marketing

The majority of mobile gamers say that in-game ads are just as interesting as the ads they see on television. That’s according to a new study from game maker Zynga.

Based on the responses of over 1,200 gamers in the US, the report found that 41% also look for more information about a product after seeing an advert.

Nearly a third said they purchased that product.

When it comes to in-game advertising, 52% found that ads in mobile games were memorable. That’s good news for app developers and marketers alike as it shows that in-app advertising is working.

However, the keep seems to be using playable ads as 32% of gamers prefer them. Two in three gamers also want to see in-game rewards in exchange for watching ads.

“Compared to non-mobile gamers, our players were found to be more interested in seeing brand ads and were more likely to take action by researching and purchasing a variety of products and services,” said Gabrielle Heyman, Head of Global Advertising Sales at Zynga.

“The secret recipe for brands to unlock this power is to focus on native ads. Our players are willing to trade attention for rewards, preferring both rewarded video and our custom Playables over other ad experiences.”

Zynga also found that gamers were 18% more likely to go the movies, which means that entertainment marketers could be faring well advertising in-app.

Similarly they were 12% more interest in tech product ads in-game and 22% more interest in gaming devices and mobile app ads (28%).

Mobile gamers are highly involved with 81% playing games to escape from reality and 65% feeling more accomplished. Another 61% play games to feel in control.

“It’s important to continue driving services that players find engaging and can help connect millions of people around the world,” added Scott Koenigsberg, Senior Vice President of Central Product Management at Zynga. “This study showcases the growth of mobile games and their increasing importance in the hearts and minds of consumers. Brands are following suit, utilizing our unique advertising platform to effectively convey their messages to consumers.”

It seems the best times to reach gamers is during the evening and afternoons.

Over half of gamers play games to feel connected to friends and family and many play games with or against other people.

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