Commercials about sports games have the highest conversion to downloads among the game categories. It is 50%. This is reported in the Mobile Advertising Benchmark Report by the advertising platform Vungle.
Sports games with a margin overtake other genres in terms of conversion. The closest to them among other gaming categories are desktop projects (Board). Their conversion rate is 35.1%.
Role–playing games and strategies, one of the highest-grossing and competitive genres on the modern mobile market, have the lowest conversion rate – 8.8% and 9.6%, respectively.
The average market conversion of views to installations among games is 23%.
In terms of clickability, casual projects are the leader. Their CTR is 2-3 times higher than that of most mobile games of other genres – 4.3%.
The conversion and clickability of mobile game video ads depends on whether a reward is given for watching the video or not.
Videos with a reward have 61% more CTR than videos without it. The greatest increase is observed in casual games.
As for clickability, everything is less clear here. From the introduction of rewards, there can be both an increase and a drop in indicators. For example, the reward for viewing ads for sports games CTR gives plus 7%, but in the case of casual games – on the contrary, there is a half-percent drop.
Video advertising on mobile continues to be a niche solution. Less than 10% of the total spending on mobile advertising is spent on video promotion, Vungle also notes in its report.
Source: Vungle