We can easily see the ever increasing digital penetration in India. Furthermore, the Pitch Madison Advertising Report 2022 estimated that digital will take another big leap in 2022, growing from nearly Rs. 8,000 crore to Rs. 33,070 crore and increasing its share from 34% to 37%. Digital will endow TV with a 37% share and become the largest medium in India’s Adex in 2022. While digital encompasses many segments, mobile advertising clearly dominates other advertising mediums. Almost all digital spending in India is on mobile, with mobile accounting for a 96% share.
On this, Piyush Kumar, Founder and CEO of Rooter, says, “Gaming across the world is an engaging mode of entertainment. But the Indian market is a mobile-oriented market, unlike the West where they started playing games on consoles and computers. This is especially useful given that the products advertised on mobile are very different from PC/console.
Sunil Yadav, CEO of PlayerzPot, one of the country’s most popular gaming properties, said that with the massive mobile gaming community in India, this makes it an exceptional opportunity for advertisers. He notes, “Mobile gaming apps use mobile marketing to drive their target audience through the entire user and engagement funnel. Mobile marketing strategies have helped brands increase their reach and onboard users on the app and engage or retain customers. »
And this is largely due to the unprecedented opportunities offered by digital and, indeed, mobile. As stated by PMAR, “In 2021, Digital experienced a phenomenal growth of 50%, taking Digital Adex to Rs. 25,438 crores with a 34% share, only 4 percentage points less than the largest The last time Digital grew by 50% was in 2012 when it only added Rs. 750 crore, but in 2021 it added almost Rs. 8,500 crore.
Yadav adds, “Most of the mobile game brands also use promotional ads where they advertise their fantasy and casual games at the same time in their own apps, thus using mobile marketing as one of the profitable marketing channels for their income. user base generation and growth.
Ramsai Panchapakesan, Senior Vice President and Country Head – Integrated Media Buying, Zenith, who recently conducted a study on the Indian gaming industry, points out that it makes sense for brands to advertise on gaming platforms and through brand associations with various IP addresses and tournaments. , particularly those in complementary sectors. “Gaming companies are increasingly partnering with mobile internet service providers as well as device manufacturers. With a range of programs, thanks to cheap data in India, as well as games pre-installed on smartphones and other devices, everyone across the ecosystem can benefit,” says Panchapakesan.
Sagar Nair, co-founder and CEO of Qlan, the gamer’s social network, notes: “We know that almost every household in India has a smartphone. Thus, a mobile user is presented with game advertisements while spending time on social media or just surfing the internet, and many companies choose to promote their products through this means, i.e. promotion crossover, as casual gamers make up the largest share of gamers in India.
Panchapakesan notes that in 2021, game companies spent Rs 1400 crore on advertising. “These big companies like Zupay, Mobile Premier League, Dream Sports and others are signing top athletes as brand sponsors to help them grow their presence in the market. And while there is marginal spending on other media, the majority of their advertising budget goes into mobile, given the consumer’s mindset: my phone, my game, my preferences.”
“However, there is also a parallel stream of advertising, where these companies use their built-in audiences to attract advertisers and generate revenue to grow even bigger. As with OTT and other digital services with personalized user profiles, preferences, geo-locations and other data, gaming companies can reach various brands through cost-effective solutions.proximity marketing to reach their user base,” he says, adding that while companies geared more towards younger consumers like beverages, apparel, sports and others have already partnered with the game, other segments are also beginning to leverage this market.
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