January 15, 2024
Watching TV shows and movies at home is no longer the preferred form of entertainment, as a study from Deloitte reveals - especially with younger generations. Today's digital consumers are increasingly gravitating towards video games and user-generated content (UGC), alongside traditional entertainment forms. This trend underscores an urgent need for brands to reconsider their advertising strategies. The traditional channels that once captured audience attention are losing their luster, making it imperative for marketing and branding professionals to explore new avenues of engagement.
One such avenue is mobile gaming. With two billion mobile gamers globally, including nearly 200 million in the U.S. alone, the scope for brand engagement in this domain is immense. These gamers are not just playing occasionally; they're dedicating significant portions of their day to mobile games. On average, U.S. adults spend over 20 minutes daily on mobile games, with casual games like puzzles, word, and card games drawing the most engagement due to their suitability for short, frequent play sessions throughout the day. In fact, women spend an average of 26 minutes per day on casual games, rivaling the 29 minutes spent on popular platforms like Instagram.
This highlights the substantial opportunity for brands to embed themselves into the daily lives of consumers, connecting with them during moments of enjoyment and relaxation.
With an average session length of 4-5 minutes, mobile games provide numerous touchpoints throughout the day. This frequent, yet brief engagement allows brands to continuously interact with their audience in a non-intrusive manner. Those brands that understand the playing behaviors of their desired consumer segments can strategically choose their mobile games presence.
While exact numbers vary slightly across studies, there are some noticeable patterns in mobile gaming behaviors. For instance, one of the most popular times to play is while watching TV. Wealthier gamers, particularly those with household incomes above $100,000, are more likely to multitask, often playing games while watching TV, a trend seen in 75% of this demographic. In contrast, only 64% of gamers with a household income below $25,000 exhibit this behavior.
Mobile gamers are also more than twice as likely to indulge in their gaming habit at night, just before bed, rather than in the morning. This insight offers a prime window for brands to capture attention when consumers are most relaxed and receptive. Additionally, mobile gaming is more prevalent when consumers are unwinding at home, with 70% of women and 62% of men likely to play in this setting. Conversely, men are more inclined to play during work hours (21%) compared to women (15%). Break times at work or school also emerge as popular gaming intervals.
Understanding these nuances in mobile gaming behaviors empowers brands to position their marketing efforts at the most effective times and within the most appropriate gaming contexts. This strategic alignment ensures that brands can seamlessly integrate into the daily routines of their target audiences, enhancing brand recall and engagement in a way that traditional advertising channels may not.
Consumer Brands across sectors like Quick Service Restaurants (QSR), Food & Beverage, Retail, and e-commerce, can ingeniously leverage mobile gaming touchpoints throughout their target audience’s days to drive real-world outcomes. Here are five real-world examples illustrating how consumer brands can leverage casual mobile games to achieve their marketing and branding goals:
In each of these scenarios, the key is the seamless integration of brand messaging into the mobile gaming experience, ensuring that the promotion feels natural and adds value to the player's day. By tapping into these specific moments, brands can drive meaningful engagement and achieve tangible outcomes, from boosting sales to expanding their customer base.
Having a bespoke mobile game offers consumer brands an unparalleled opportunity to integrate themselves into the daily lives of their customers. Unlike other forms of in-game advertising, which can feel like an unwelcome interruption, a fully branded mobile game allows brands to position themselves precisely as they wish, creating a seamless and enjoyable part of the player's day. This approach transforms brand engagement from a disruptive element into an intrinsic part of the entertainment, enhancing the user experience while simultaneously achieving marketing objectives.
With Tabbler, we’ve created the ideal offering for brands looking to harness the power of mobile gaming. Our All-in-One Service Solution enables brands to confidently tap into the global gaming phenomenon, ensuring their message reaches the right audiences in a way that is engaging, relevant, and genuinely entertaining.
Choosing Tabbler means not just entering the gaming space, but doing so with a strategy that is tailored, data-driven, and focused on creating meaningful connections with your audience. Let’s create a game-changing brand adventure for your audience, together!
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