![]() Mobile gaming is the predominant form of gaming in markets such as Asia, largely because most households in those regions are unable or unwilling to spend money on dedicated gaming devices. Hyper-casual games also have broader international reach than console and PC games, too. Players over 65 play those games, and it speaks to the fact that they are an entry point for people who play games on devices that they’re used to.” “It’s largely because of the accessibility. “Women account for a higher level on mobile than they do on console,” said ESA president and CEO Stanley Pierre-Louis. These days, 70% of gamers say that smartphones are their preferred device, with 18% solely gaming on their phones, according to a recent report by the Entertainment Software Association. Toy brands such as Hasbro have created gamified mobile ads to promote virtual versions of their products, while more adult-oriented brands such as Progressive have had a hand in mobile advertising for over a decade. Over the past decade, hyper-casual games have become a fruitful environment for brands and marketers looking to reach both the stereotypical gaming audience and demographic groups not traditionally considered gamers. “It’s a form of unwinding - you don’t have a longish play time, but you get in, play and get out as quickly as you can.” One prominent example of a hyper-casual game is Candy Crush, but app stores are brimming with countless other hyper-casual options, and studios continue to crank them out on a daily basis. ![]() “It’s snacky content you have two to five minutes on a metro, or in between meetings, or wherever,” said Vaibhav Odhekar, COO of the mobile gaming ad tech company POKKT. Reach both stereotypical gamers and audiences not traditionally considered gamers Promote virtual versions of products 70% of gamers say smartphones are their preferred device Broader international reach.
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