You can always count on industry reports to tell it like it is. While some reports will misconstrue classifications with numbers, some reports will keep it legit and only tell the world what's important, like that gaming has become a mainstream pastime thanks to the surge in mobile users.
According to a new report by MediaBrix, engagement in mobile and social gaming is up across the board and it has a lot to do with how the world sees gaming. Mobile gaming has been seen as one of the fastest growing sectors of the industry, especially in the U.S., and according to the report mobile gaming has surpassed casual gaming in 2012. According to the report, mobile gaming will continue to stay ahead of casual gaming up until 2014.
Ari Brandt, CEO and Co-founder, MediaBrix commented about the new data from the report, saying...
“As social and mobile gaming have become mainstream and ingrained in the lives of hundreds of millions of consumers, this medium should be a top priority for marketers," "Typically performance erodes with such scale, but that's not the case with advertising within gaming as the performance continues to dominate other digital ad formats.”“Across the board, success metrics and overall effectiveness are exponentially higher with social and mobile gaming campaigns than standard online advertising campaigns. Most importantly, if done correctly, social and mobile game advertising can be additive to the user experience and audiences are shown to be appreciative of the brands. That's good news for both gaming publishers and brand advertisers who are looking to create positive connections with users.”
While mobile gaming is on the rise and PC OEM hardware sales are down, mobile gaming is still not the choice for core gamers. In recent ESA reports, home console gaming still edges out all other forms of gaming as the core retreat for interactive entertainment, followed closely by desktop PC gaming.
However, mobile engagement has increased enough to surpass digital sales intake across the Nintendo 3DS and PlayStation Vita.
According to an eMarketer report, the reason the digital sales across mobile devices have reached such heights is because 40% of the U.S., population are on mobile devices with 125.9 million users currently engaged with a mobile device. According to the data, 8 out of 10 mobile users will play games by 2016 and according to AdoTube, 19.8% of users show deep engagements with ads via mobile devices, which is 22 times higher than user ad engagement with YouTube.
In addition to this, click-through rates via mobile gaming apps are estimated at 11% and a completion rate of 89%, with a share rate of 1.02%. Basically, casual mobile gamers are likely to be duped into clicking through ads or purchasing value exchange ads much more likely than the typical core gamer.
So what does all of this mean? That mobile gaming is still growing exponentially with casual gamers, and those who use their ad campaigns wisely could profit greatly from the user engagement, whether it be in the U.S., or abroad.
You can learn more by visiting the official Mediabrix website.
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