Facebook recently completed their research into in-game advertising and found that most gamers are actually happy to accept ads, as long as it makes it so gameplay is free. 71% of people have said that they will accept the advertisements so they don’t have to pay for the game.
This is an important look at how mobile games should be monetized because the in-app ad revenue generated is expected to reach $51.4 billion by 2020, so developers and marketers really need to make sure they know how to keep the players happy.
The report was based on a survey that included 6000 gamers, 100 advertisers, and 400 developers. The participants came from Germany, Japan, South Korea, the UK and the US, which gives this report a particularly encompassing view into what people want.
In the report, they also discovered that people play games for 3.6x as much time than any other category of app on their mobile devices. This obviously creates a huge opportunity for developers and brands to show have ads shown.
54% of gamers said that they like rewarded app options as well. This is when a player can watch a 30-second video ad (for example) in exchange for some type of in-game advantage. This can be very good news for advertisers as well, since they can be more confident that they actually have the attention of their viewers with these types of ads than would be possible with most others. It also stops the risk of ad blockers, which is becoming increasingly important.
The mobile gaming industry is huge, and continuing to grow. Anyone looking to get involved in it, or take advantage of it, needs to stay up to date with these types of reports.