6 Ways Good CX Can Help Mobile Gamers Engage With In-Game Ads

Mobile games keep users occupied for longer durations than video. Relevant in-game ads can help you target and reach out to this highly engaged audience. Good customer experience in mobile games can boost in-game advertising. Let’s find out how.

In-game advertising (IGA) is the stream of advertising that focuses on ads in video games. Advergaming is another concept that refers to a game specially created to advertise a product. More brands are turning to in-game advertising and advergaming because of the untapped inventory in mobile gaming and the availability of audiences with diverse demographics.

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Brands are increasingly adopting in-game ads to reach out to a highly segmented user base that has clearly defined interests and preferences. Moreover, gamers are a very active and involved audience, unlike audiences on social media who are now becoming passive viewers. With in-game ads, you can catch the attention of an already engaged audience, in real-time.

Crafting positive, meaningful experiences for gamers can enable you to become a part of their game and help them forge a deeper brand affinity.

Learn More: Are Game Makers Learning to Love Mobile Ads?

Here is why you should leverage in-game ads.

According to DeltaDNA:

• In 2018, the number of games that contributed about 40% of the total ads revenue has increased by 15%
• The number of games generating 81-100% of their revenue from ads has leaped by 29%.
• Rewarded videos are the most popular ad formats deployed within 65% of games (up by 58%).
• 59% of respondents considered in-game ads as an important monetization opportunity.
   

And here are some insights by TechJury:

• Games account for 43% of all smartphone users.
• The number of active mobile gamers worldwide was 2219.9 billion out of which 203 million are in the U.S.
• 37% of mobile gamers are men.
• 60% of women gamers play daily and 36% of them spend money on mobile games.
• 55% of gamers are around 55 years, while 21% are between 25-34.
   

Looking at these statistics, it is clear that gaming is a promising player in the mobile advertising ecosystem.

Once you get into the game, what comes next is getting gamers to engage with your in-game ads. Experience tells us, customer experience (CX) is the key to getting users to engage and interact with your ads. To build a relationship with your audience, good CX is the way to go. Let’s see just how to go about doing that.

How Can Customer Experience Impact Your In-Game Ads?

Respecting users’ experience by carefully placing ads in a non-intrusive manner and seamlessly integrating them in the game environment will help capture gamers’ attention.

The guiding principle for in-game advertising is to not get in the way of the game and make the ad experiences more natural and interactive.

Here is how a good CX can boost in-game advertising.

1. Value Exchange Advertising
 

Value exchange advertising also known as reward-based advertising is statistically more successful. A typical value exchange (or reward) ad prompts the user to play a short, branded game or watch a video ad to earn virtual currency (or points) to move to the next level of the game. This model motivates gamers to engage with ads, improving brand message perception.

The user has a choice to watch the ad (or play a game) in exchange for a bonus to advance further in the game. This makes players happy as they have more resources to survive in the game. And helps advertisers earn revenue and open more opportunities to share more ads.

Example: In Angry Birds 2, when players launch their last bird, they can watch a video ad and play again in return.

2. Reward Progression
 

Rewarding players making good progress in the game is another proven technique. Offering rewards or discounts on your products on reaching a milestone can encourage users to play further and engage more with your ads.

Rewards induce adrenaline (rush to play more) and dopamine (happiness to excel) in the game, which most players are looking for. This not only improves their experience but is a non-intrusive way to motivate players to watch your ads.

3. Real-Time Relevance
 

Relevance is another contributing factor in creating engaging customer experiences. Most advertisers now understand that maximizing relevance of ads can improve enjoy-ability of the game and capture user interest.

Here’s how.

A. Contextual Advertising to Enhance Realism

If ads can be placed in a contextually relevant way, they can enhance the player experience. Incorporating ads in the gameplay without changing the nature of the game can maximize engagement.

Example: Crossy Road cross-promoted PacMan ahead of the release of PacMan 256 by transforming Crossy Road world into a black and neon arcade. Players could play ghost and avoid PacMan to progress or play as PacMan to collect pellets.

B. Ad Placement

Instead of placing interstitial ads, many advertisers place brand logos at relevant positions. For instance, placing a Pizza-Hut hoarding when the games’ central character is out shopping.

Example: Football Manager Classic’s in-game advertisement hoardings that surround the pitch and link back to real-world partners.

C. Artificial Intelligence (AI)

Developers are using AI to generate personalized plots and spontaneous challenges to improve users’ experiences. With natural and realistic game setups, gamers are more locked on to the game, which provides more opportunities to advertisers.

D. Augmented Reality (AR)

AR ad formats require active involvement and are known to create compelling and immersive experiences.

Example: Recently Pokémon Pass collaborated with Target to use geolocation and AR to boost in-store traffic. Pokémon: Let’s Go Pikachu! and Pokémon: Let’s Go Eevee! players could add Pokémon to their game by visiting a Target store. Pokémon Trainer Club account owners were also given exclusive digital rewards at designated Target retail locations.

Learn More: Why Game Makers are Leaving so much Ad Cash on the Table

4. When Gamers Control How They Play
 

The freemium model gives more control to the players, which improves their experience. Customers prefer freemium apps (with rewarded ads) overpaid or traditional apps. This allows costumers to download the free app and they can later choose to access premium content.

With more control, gamers are at the wheel of their game and don’t feel overwhelmed by ads.

5. Player Data for Better Personalization
 

Games offer abundant data on player preferences. Advertisers can leverage demographics, location information, players preferred games, time played, levels crossed, etc. to understand them better.

Example: Most advertisers avoid introducing in-game ads at the beginning levels to build up player interest. Based on their data, they are presented with targeted ads at appropriate stages of the game.

6. Unique Experiences – More Engagement – More Loyalty
 

The interesting thing about gaming is that each player is different and plays at her own pace. This helps advertisers create unique experiences; which offer spontaneity, unique challenges, and variety.

The players get immersed in the dynamic nature of such games, which motivates them to play level after level, driving engagement and retention. Delivering uninterrupted experiences will help win user loyalty, and they might also enjoy the ads presented at a relevant time.

Learn More: 3 Ways Brands Can Accelerate Their Reach Beyond Ad Blockers

Takeaways for Marketers

Delighting your customers with compelling gaming experiences will drive engagement. Consistent engagement will keep them coming back to continue playing and interacting with your in-game ads which can, eventually, boost your bottom line.

Creating compelling gaming experiences with appropriate ad placements, using technology like AI to bring more challenge to the game or using AR to make experiences more immersive will attract more players. The more players are engaged with the game, the more they are open to interact with your in-game advertisements.

Are you connecting with your customers through mobile gaming? What is your in-game ad strategy? Do tell us on Twitter or LinkedIn or Facebook; we’re always listening!