Modern mobilegamer marketers guide to holiday trends
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Transcript of Modern mobilegamer marketers guide to holiday trends
Presented by:
Modern Mobile Gamer:
THE MARKETER’S GUIDETO HOLIDAY GAMING TRENDS
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Table of Contents
3. Executive Summary
16. About Tapjoy
4. Introduction
5. Key Findings
To talk to a Tapjoy representative, please contact:
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Executive Summary
80% of mobile gamers report that they play more often during the holidays. 30% estimate that they play an additional three or more hours per day.
57% of gamers report that they are more likely to watch video ads and complete other rewarded offers during the holidays.
72% of gamers intend to download a new game during the holidays. Most estimate they will download 2-4 new games, but more than a quarter anticipate they will download at least 5.
Movie trailers and entertainment ads top the list of mobile gamers’ most preferred holiday ads, with 32% stating that they would likely click on one. 72% of these respondents report that they are also more likely go to a movie theater during the holidays.
Holiday downtime drives spike in mobile game engagement
Engagement with in-app ads also climbs during the holiday season
Most gamers will download and try out new games during the holidays
Movie trailers and entertainment ads strike a chord with mobile gamers
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School or work breaks mean additional leisure and downtime for many, while most B2C businesses ramp up for their biggest quarter of the year.
We wanted to know how these trends might affect mobile gaming behaviors and moreover, what it means for marketers seeking to target that audience.
Introduction
Ah, the winter holidays: otherwise known as “the most wonderful time of the year”.
Do gamers play more often during the holidays? Are they more likely to download and interact with a new game? Are they more likely to engage with in-app ads? And what types of ads appeal to them most during the holiday season?
To explore these questions and more, Tapjoy surveyed 20,929 mobile game users in the US and EMEA during October, 2017.
Key Findings
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80% of mobile gamers report that they play more often during the holiday season.
30% estimate that they play an additional three or more hours per day; 11% report an additional five or more hours per day.
During the holidays, mobile gamers play more hours per day
During the holiday season, how many more hours (on average) do you play mobile games per day?
Up to an hour
1 - 2 hours
5 or more hours
3 - 4 hours
I don’t play more
during the holidays
11%
28%
21%
19%
20%
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72% of gamers intend to download a new game during the holiday season. Most gamers estimate that they will download 2-4 new games, but more than a quarter anticipate they will download at least 5. 90% of those who intend to download at least one new game will play at least an hour more per day during the holidays. 36% will play an additional three or more hours per day.
The majority of gamers will download, try out new games during the holidays
How many new games are you likely to download during the holidays?
0
1
2 - 4
5 or more
28%
28%
12%
31%
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Gamers are most likely to download new Action or Puzzle titles
Women are slightly more likely than men to download a new game during the holidays. Of those who intend to download at least one new game, 52% identify as female and 48% as male.
Action, Logic/Quiz/Puzzle and Adventure games take the cake as the most popular game genres among all respondents. When pivoted by gender, the rankings shift slightly: Women are most likely to download a Logic/Quiz/ Puzzle game, while Men are mostly likely to select an Action title.
What type of new game are you most likely to download during the holiday season?
2 Logic/Quiz/Puzzle
1 Action
3 Adventure
4 Strategy
5 Simulation
6 Casino/Card
7 Educational
8 Role-Playing/RPG
9 Sports
Most popular genre for women:Logic / Quiz / Puzzle
Most popular genre for men:Action
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Users who are likely to watch video ads and complete other offers during holidays:
57% of gamers respond that they are more likely to watch video ads and complete other rewarded offers during the holiday season.
This group is about evenly split between men and women, but skews slightly younger.
These findings are validated by Tapjoy’s user behavior data. During Q4 2016, the ad platform noted a steady increase in the total number of Monthly Unique Ad Viewers (the unique count of device IDs that viewed an ad during a particular month) – a 4% lift between October and November, and a 13% lift between November and December.
Holidays drive lift in in-app ad engagement
Female51%
Male49%
18 - 24
Age Breakdown
25 - 34
35 - 44
45 - 54
55+
34%
29%
19%
9%
9%
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Rewarded video ads and surveys appeal most to mobile gamers
The survey presented respondents with a list of various ad and offer types and asked them to check all that they would be willing to complete in exchange for an in-game reward (e.g. coins, speed-ups).
“Watching a video” ranked highest among respondents, followed by “completing a survey” and “downloading a new app”.
Top offers that mobile gamers are willing to complete in exchange for an in-app reward:
2 Completing a survey (CPA)
1 Watching a video (CPV)
3 Downloading a new app (CPI)
4 Downloading and completing the first level of a new app (CPE)
5 Signing up for a new service (CPA)
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Gamers are most interested in ads for movie trailers and entertainment, games and apps
The survey presented respondents with a list of ad types and asked them to check all that they would be likely to click on during the holiday season.
Overall, movie trailers and entertainment took the top spot, followed by ads for other mobile games or apps.
This trend held consistent for women, but for men, ads for mobile games or apps took the top spot.
Among different age groups, the top-ranking ad type varied, with retail-shopping ads appealing to mobile gamers 45 and older.
During the holiday season, which type of ads are you most likely to click on?
Most popular ad types by age group
2 Ads for other mobile games or apps
25-34: Movie trailers and entertainment ads
1 Movie trailers and entertainment ads
18 - 24 Ads for other games or apps
3 Retail/shopping ads
35-44: Movie trailers and entertainment ads
4 Food/grocery ads
45-54: Retail/shopping ads
5 Children’s toys or entertainment ads
55+: Retail/shopping adsMovie trailers & entertainment ads
Most popular ad type for women
Ads for other mobile games or apps
Most popular ad type for men
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Movie trailers and entertainment ads topped the list of mobile gamers’ most preferred holiday ads, with 32% of all respondents stating that they would likely click on one.
61% of mobile gamers report that they are more likely to go to the movie theater during the holiday season. Among those who specifically stated that they would click on an entertainment ad, this figure is even higher – at 72%.
Movies and entertainment hit the sweet spot with mobile gamers
Are you more likely to go to the movie theater during the holiday season?
Yes
No
61%
39%
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Tapjoy’s Maximum Impact PlatformTM provides mobile engagement and monetization services for leading advertisers and app developers. Advertisers rely on Tapjoy’s diverse suite of rewarded InterplayTM ads, including video and rich media, to impact performance.
Developers utilize our technology and mobile expertise to acquire and monetize users. The Tapjoy SDK is currently embedded in over 20,000 mobile apps, reaching more than 600 million monthly active users. A 2016 comScoreTM study confirmed that Tapjoy Interplay® ads deliver an unprecedented 3x lift across all brand metrics. The company works with Fortune 500 brands, as well as the Top 200 grossing app developers.
Founded in 2007, Tapjoy is a global organization with more than a dozen offices worldwide and is headquartered in San Francisco.
About Tapjoy
125MM+Monthly active users
North America
600MM+Monthly active users
Global
20K+Active apps
To talk to a Tapjoy representative, please contact:
THANK YOU