As mobile gaming explodes in India, three in four brands have significantly increased their investment in mobile gaming advertising in the last year owing to higher audience attention and engagement, a report showed on Thursday.
According to the report, 75 per cent of brands have been advertising on mobile game apps for more than a year, which has led to a two-fold increase in gaming ad spends since the pandemic.
Mobile gaming advertising witnessed a 2 times jump in ad spends (on-year) as 97 per cent of marketers advertising on mobile gaming environments said they are satisfied with results, according to the report by InMobi's 'Mobile Game Advertising 2022'.
"Mobile game advertising is evolving into more than simply a trend as audience reach keeps growing, ad formats diversify, and ad budgets keep rising," said Rishi Bedi, Managing Director, Asia Pacific at InMobi.
"Over time, more and more advertisers are including mobile game advertising in their media mix owing to the positive outcomes and impactful results," Bedi added.
Top key drivers for Indian advertisers to adopt mobile gaming advertising are higher audience attention and engagement and better targeting and personalisation.
According to the report, gaming witnessed a 32 per cent YoY growth in average spending by advertisers.
India is home to more than 430 million mobile gamers and the number is estimated to grow to 650 million by 2025, according to latest data provided by the Internet and Mobile Association of India (IAMAI).
As the Indian gaming market is poised to hit $3.9 billion (in value) by 2025, over 40 per cent of hardcore mobile gamers are paying for their games with an average spend of Rs 230 per month.20220922-113203