‘Advergaming’ or ad-funded games may seem like a brand new concept to some. The exact date of the establishment of this term is hard to pin down. However, some researchers suggest that 1973 is the year of a first recorded affiliation between a game production company and a third party brand. Digital Equipment Corporation commissioned Moonlander for using its image. One of the versions of the game contained an ‘Easter egg’ (a hidden secret) – McDonald’s restaurant. If the player landed in the right spot, the restaurant would appear. The astronaut would walk in and order a takeaway burger and take off! In the case of the Moonlander crashing into the restaurant, the following message would appear:
“You clod! You’ve destroyed the only McDonald’s on the Moon!”
Although it was more of a programmers joke, it gave an idea to explore this medium. Advances in computing development created a perfect environment for designers to experiment and play around. Advergaming comes across as a fun, creative and interactive way to deliver a promotional message to a customer. Although there is one massive disadvantage – its upscale pricing. What are the alternatives? On the 30th of May, Casual Connect Europe is taking place – The keynote of the event is the synergy of business and mobile gaming. Osmii is excited to be part of the industry leaders and sharing invaluable insights. Here are some statistics to reflect upon:
- 80% of internet users own a smartphone
- Pages not adapted for a mobile view will not get high priority from Google
- Mobile users consume twice more time for browsing vs. desktop users.
- Users spend 89% of the time on mobile apps and only 11% on desktop apps
- Mobile app usage grows by 6% from year to year
To stay ahead of the curve, marketers have to introduce creativity into mobile marketing. It should be a vital concern as a growth strategy. Once a business states its budget and demographic, it is time to choose tactics to realize the projection. Will it be interactive in-game advertising? Or App-based marketing with push notifications? SMS or MMS? The first step always has to be to understand your customer. Once the image of a buyer persona is drawn, it is time to review these options.
Nowadays there is a large variety of advertising vendors that offers tailored solutions for precisely targeting the mobile market. Mobvista’s daughter company Mintegral is a world-leading programmatic interactive and AI driven ad platform for mobile. Founded in 2016
Mintegral is working with 500+ developers and more than 1500 top apps. Mintegral Creative Lab provides developers with innovative advertising experiences. All the new ad formats – video, native and interactive have a proven track record of engaging users. To be more precise, views on branded video content have increased 258% on Facebook and 99% on YouTube as of June 2017.
It is easy to see why mobile marketing is the number one strategy to be adopted this year. The popularity of mobile phones will not drop for the foreseeable future. In fact, statistics reflect quite the opposite – the role of smartphones in our lives will be increasing each year.
Our senior consultant Sarah Neeworth specializes in recruitment for mobile advertising vendors. If You happen to attend “Casual Connect Europe” feel free to say hello to Sean Parmenter at booth 306. The event is taking place from 29th to 31st of May in Queen Elizabeth II Centre.