Free-to-play needs advertising, and advertising in free-to-play – this is the conclusion that the latest study by WildTangent, EA and IHS can push to.
Now the general situation in the games market is as follows: revenues from the mobile games market continue to increase. Already, they account for 22% of the revenue of the gaming industry in North America and Europe.
Moreover, most of this money – 85% – comes from free products.
While this is not yet a global trend: after all, only 32% of games in general (on all platforms) earn on IAP. But, without surprises, everything is coming to this.
Is it good or bad?
Users are delighted. Moreover, most even have nothing against advertising, which allows them to earn these IAPs (hereinafter referred to as advertising offers, in the original Value Exchange Advertising). When asked how the presence of advertising offers in the game affects the perception, 49% of respondents answered that positively. Another 18% rated its presence in a negative way.
The presence of advertising offers increases the time spent by players in projects by 28%.
“Familiarity“ with advertising offers, or rather, with the bonuses they bring, increases visits to the ”cash zone” in the game (the place where advertising is shown) for a week by 120%.
In general, players prefer to play with advertising, but in free games, rather than without advertising in paid projects. At least, 86% of respondents stated this.
Moreover, 71% of users prefer games in which there is an opportunity to earn game currency by viewing ads, rather than games where there is no such opportunity.
Well, the most interesting thing:
In-game video advertising is 75% more noticeable than the one shown in streaming video.
In-game video ads are 22% more noticeable than similar ones shown on TV.
89% of players remember what kind of advertising they saw in the advertising offer in the game.
In other words:
- if you are a developer of a free-to-play title and want to increase the length of gaming sessions and, in general, retention in the project – put advertising offers;
- if you are an advertiser who wants to increase brand awareness and conduct the most effective advertising campaign – put your videos in free-to-play games.
Somehow, but what will you invent?