How Marketers Can Play With Games

Anthony Mullen

Guest Post by Researcher James McDavid:

In our new report, Extend Your Marketing Into Games, we take a closer look at how marketers can take advantage of opportunities within games. From dedicated consoles to mobile devices and in browsers, games are a multi-platform stage for brands to get in front of consumers. 

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How Marketers Can Play With Games

James McDavid

In our new report, 'Extend Your Marketing Into Games,' we take a closer look at how marketers can take advantage of opportunities within games. From dedicated consoles to mobile devices and in browsers, games are a multi-platform stage for brands to get in front of consumers. 

But the problem is most marketers are blind to the opportunity games afford, due to outdated beliefs about this channel. The biggest being that 'game players are a niche demographic not worth targeting.'

In-Game Advertising Example

In reality, these consumers aren't the stereotypical teenage (or eternally-teenage…) boys who live in their parents basements. They're all of your customers. Our data shows that gaming is a pervasive behavior - almost 40% of online Europeans aged 45 to 54 are playing PC games at least weekly. And across mobile devices, over 50% of US online adults aged 18 to 44 engage in game playing.

Today, using games as a channel for branding and awareness is an obvious opportunity. Marketers can begin to play by using existing resources and techniques familiar to them from standard online display efforts. From placing their ads alongside browser based games to integrated in-game advertising on consoles - and there's a rich vendor landscape out there to help ease the transition into in-game advertising.

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Mobile Gaming Revenues Are Set To Increase By 130% Over The Next Year

Michael O'Grady

In two recently published forecasts — the Forrester Research Mobile Media And Application Spending Forecast, 2012 To 2017 (EU7) and the Forrester Research Mobile Media And Application Spending Forecast, 2012 To 2017 (US) — we looked at mobile and tablet content usage for games, music, video, and messaging across the US and seven countries in Western Europe.* As content availability becomes more synonymous with handset choice, the forecast helps understand the proportion of mobile commerce that can be attributed to those who use and pay for digital content.

More than 80% of worldwide app downloads in 2011 were for Apple and Android devices; these accounted for more than 16 billion downloads. Gaming apps dominate mobile app spending; this is driven by both an increase in the number of users playing games on their phones and the amount of in-game spend, which accounted for more than 60% of mobile gaming revenues. In the US, about 76 million mobile and tablet owners regularly play games on their devices; with only a third of these regularly downloading games, there’s a great opportunity for growth in both mobile advertising and mobile gaming revenues.

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