How the Gaming Industry Can Benefit from Performance Marketing Strategies

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With 94% of gaming activity carried out on mobile phones, according to KPMG estimates, India is a leading predominantly mobile gaming market.

By Shaan Raza

In recent years, like the rest of the world, Indians have also become addicted to gambling like never before. At the intersection of the complete digitization of the economy, the deepening of smartphone penetration with 4G broadband internet and the lowest data rates, and finally, a young population, the Indian industry of game is looking forward to going. With covid inducing a wider shift in the consumption trend of media and entertainment, there has been a tangible and more favorable shift towards games and digital media away from traditional movie and television viewing. Emerging technologies such as virtual reality (VR) and augmented reality as well as AI have further catalyzed this popularity and improved adoption.

And on the business side, like all industries and sectors that increasingly use the power of digital marketing and performance in their efforts to gain customers and increase revenue, the gaming industry has not stayed behind. sheltered from the trend. And as such, he’s not only embraced traditional digital marketing techniques, but has taken performance marketing one step further by making sure to estimate concrete conversions and customer loyalty. In fact, in addition to the inherent design of the game’s content, the theme, flow and relativity factor in terms of culture and location, using a concrete data-driven assessment of the player / user engagement journey through of relevant metrics, there is much more that a video game company / publisher can do to hone its ability to engage with products and increase revenue. In other words, performance marketing can pave the way for gaming companies.

Extraordinary leap in user / player traction

From 250 million gamers in 2018, the number of game users in the country grew to over 400 million last year. In fact, in the first nine months of 2020, India has emerged as the top mobile game download country in the world with 7.3 billion installs accounting for 17% of the global market share by volume of games. ‘facilities. It’s no wonder that in another estimate, the national average playing time increased to 4.1 hours from 2.5 hours before the covid.

Gaming, a natural choice for performance marketing

Due to the very nature of the game as a deeply engaging and immersive activity where even a casual user / player is actively and continually engaged or even engrossed as opposed to skimming a news clip, there is a huge possibility. to deliver targeted advertising in different ways. and therefore opens it up to performance marketing activities. In addition, the sticky and repetitive nature of the game itself is suitable for targeted advertising and concrete performance marketing strategies based on return on investment. So every step of user engagement or user trigger – from setup to play, buying currencies, coins, and other virtual goods in the app, right through to the game. ‘From progressing to the next levels of a game up to upgrading to full subscription services – provides valuable information to users. which can then be used to measure the actual return on investment by a game publisher or distribution company. It is important to note that the game company can be one of the critical players in the value chain, such as the game developer / studio or the publisher or even the distributor. With the emergence of independent game developers and studios that are also establishing themselves as independent publishers in their own right, often bypassing traditional and arguably monopolistic app stores while still allowing their apps to load. game, the role of performance marketing becomes even more important. pivot.

Skill games have a “chance” with real money games

While casual games – involving non-real money and largely operated on free-to-play or freemium models with revenue primarily generated from ads – may have been the largest consumer segment in the country, games real money in the form of fantastic sports and Electronic sports have made an equally powerful and formidable appearance in the Indian gaming landscape in recent times. In fact, for fiscal 2021, according to a KPMG report, the market size was $ 50 billion for real money games, very close to what was $ 60 billion for casual games, with less. a quarter of the number of casual game users. According to a FICCI-EY report, transaction-based online gaming grew 21% in 2020 and is expected to grow 27% year-on-year to hit Rs. 13,300 crore in revenue by 2023. Games and platforms such that Ludo King, Teen Patti, MPLL, Dream 11, HalaPlay, PayTM First, among others, have been smash hits. So even as we grapple with the socio-moral, legal, and regulatory intricacies associated with real money gambling, many of which still lie in the gray area to this day, the high-stakes nature of these games for the companies themselves (except players) makes fertile ground for the use of performance marketing tools.

Mobile phones, the popular gaming device suitable for performance marketing

With 94% of gaming activity carried out on mobile phones, according to KPMG estimates, India is a leading predominantly mobile gaming market. This is of course in part also due to the high input costs of other devices such as a console and even a relatively speaking PC. In addition, mobiles are not only a naturally more personalized device offering continuous company to a user as opposed to a personal computer and other devices, they are also a more receptive medium to game application installations and to. their subsequent use. This, coupled with the evolution of modern mobile advertising technologies, makes the device much more conducive to tracking and advertising – despite Apple’s iOS 14.5 IDFA update requiring user consent – a mobile device. is tailor-made for performance marketing purposes. As tracking in-app responses becomes easy, game publishers can now move from accessing data to traditional digital marketing metrics such as impressions and clicks as an index of awareness and awareness. ‘Interest in higher levels of access to conversion-related KPIs such as user volumes. and pricing per channel as well as data based on game engagement such as retention rates, repeat rates, lifetime value (LTV), and return on ad spend (ROAS) outside of a lot of ‘others.

Therefore, as gaming attracts more and more customers, investors and fans, gaming companies equipped with the right performance marketing strategies and well-defined KPIs can perform wonders in terms of volume of business, value and return on investment. After all, in a world of high-precision mobile ad tracking and measurement technologies, their success is no longer a matter of luck but simply skill and judgment.

The author is CEO of Optimize Media India. The opinions expressed are personal.

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