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    Audio Advertising Adapts to the Booming Mobile Gaming Industry

    By Christian Facey - Nov 30, 2020
    Audio Advertising Adapts to the Booming Mobile Gaming Industry

    Radio advertising has been around for well over 100 years, yet it’s the rise of audio advertising beyond that traditional radio format that’s starting to make waves in the industry. Audio ads in mobile games have begun to carve out their own platform; disrupting the industry and growing rapidly.

    As the pandemic has disrupted life across the globe and forced us all into our homes and away from physical stores, ad campaigns have needed to adapt.

    Consumers have turned online in lockstep and e-commerce has boomed.

    Lockdown consumers demand better

    2020 has been a year like no other, and with so much time spent at home, classic adverts have oversaturated the media space. Lockdown has driven a monotony into the world, with work from home, eat from home and play from home now considered the new normal.

    With physical stores largely closed to the public, sales are being taken online, and ad campaigns are relying on creativity to keep up with the rapidly decreasing attention span of consumers.

    Entertainment is a staple of lockdown life, with TV, film, podcasts, and mobile games all going some way to bridge the gap between social distancing and virtual connection. The issue for brands is the overexposure through classic formats: consumers are left craving something different while their eyes glaze over another visual repetitive ad.

    Essential gameplay

    Mobile games alone generated US $77 billion or 48% of the total revenue of games worldwide this year. Mobile games are well entrenched in lockdown entertainment, and not just for young teenagers. The gaming demographic has evolved over the years, and their target market is suddenly much wider. In fact today, 63% of mobile gamers are women with the average age of a female gamer, 36 years old.

    “In simple terms, mobile games can connect a brand with an audience of over 2.5 billion gamers worldwide: the biggest potential brand reach in the entire entertainment industry.”

    Mobile games offer an opportunity for brand reach with a clearer focus on the target demographic. The platform can leverage an untapped audience and connect brands to consumers directly. In simple terms, mobile games can connect a brand with an audience of over 2.5 billion gamers worldwide: the biggest potential brand reach in the entire entertainment industry.

    Audio ads are the future

    Audio ads are no longer the restricted radio broadcasting megaphone from decades ago. They can be elegant, smooth, and create an experience that mirrors real human contact. In mobile games, audio ads can be taken a step further to feel like reality: they can be completely immersed into the creative framework, giving brands a fresh and vibrant take with their advertising.

    It’s even possible to build the game around a completely integrated audio ad, adding to the experience for the gamer: such as the built-in radio in the recently launched Big Brother: The Game.

    Audio ads are on an uphill trajectory and the future looks bright. Revenue is forecast to grow by 84% from 2019 to 2025.

     

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