Recent research by Omnicom Media Group (OMG) Asia Pacific (APAC) has provided valuable insights into the influence of in-game mobile advertisements on gamers in the APAC region. Titled “Unlocking Gamers in Asia Pacific,” the study surveyed 12,204 respondents to examine their attitudes towards ads in mobile games, gaming behaviors, preferences, and online engagement. The goal of this extensive research is to aid brands in effectively engaging with gamers in this diverse and rapidly growing market.
The findings from the study reveal that in-game mobile ads are driving many APAC gamers away from their games. This is particularly due to the frequency and placement of these ads, which interrupt gameplay and significantly diminish the overall gaming experience. Most gamers indicated a preference for seasonal or cyclic ads over constant interruptions. While a portion of gamers do remember the brands featured in these ads and some of them may make purchases later, many feel that these advertisements lack sufficient incentive to prompt real-life purchases.
Regional Differences in Ad Perception
A notable exception to the general trend comes from Indian gamers, who generally have a positive perception of in-game mobile ads and even find them to enhance their gaming experience. This contrasts sharply with gamers in Hong Kong, who find the brands featured in these ads to be uncreative and monotonous. This disparity is likely due to the saturation and repetitiveness of ads in certain markets. These findings emphasize the need for creativity and variation in ad content to maintain gamer engagement and interest.
The report underscores the significance of the gaming market, projecting that by 2025, gaming ad revenue will reach US$100 billion according to PwC. Such substantial market interest necessitates a nuanced understanding of gamers. The research delves into four primary areas: gamers’ attitudes towards advertising and brands, their general gaming behaviors, preferences for types of games, and their engagement with the online gaming community. This comprehensive approach aims to provide a detailed understanding of diverse gamer behaviors and preferences across the APAC region.
Mobile Gaming Dominance
Mobile gaming leads other platforms in popularity across APAC, bolstered by high mobile penetration that is expected to reach 70% by 2023, coupled with the convenience and affordability it offers. This trend is especially prevalent in markets such as Indonesia, India, the Philippines, Malaysia, Vietnam, China, Hong Kong, Thailand, and Taiwan. However, despite the dominance of mobile gaming, PC gaming remains popular, particularly in China, Hong Kong, India, Singapore, and Vietnam. The popularity of PC gaming can be attributed to specific game genres and communal gaming spaces like PC cafes. Consoles also maintain their ground, especially in Australia and Hong Kong, likely due to their accessibility and affordability.
The gaming ecosystem in APAC is dynamic and multi-faceted, highlighting the importance of understanding the preferences and behaviors of gamers across various platforms. Marketers aiming to engage with this audience must consider the distinct characteristics and appeal of each gaming platform. By doing so, they can develop targeted strategies that resonate with the preferences of gamers in different markets, ultimately fostering deeper connections and driving engagement in a highly competitive industry.
Identification as “Gamers”
The term “gamer” resonates differently across the region, reflecting diverse cultural attitudes towards gaming. For instance, in South Korea, fewer respondents identify as gamers, likely due to the professional status that esports players hold. In contrast, a higher percentage of respondents from China, Vietnam, Hong Kong, and India embrace the label, influenced by both cultural factors and the significant amount of time they spend gaming. This variation in self-identification suggests that marketers may need to consider alternative labels, such as “players,” and tailor their strategies based on sub-cultural differences in order to effectively connect with different segments of the gaming community.
Understanding the varied ways in which individuals identify with the term “gamer” is crucial for brands seeking to engage with this audience. By recognizing the cultural nuances and shifting dynamics around gaming identity, marketers can develop more nuanced and effective communication strategies. This approach allows brands to resonate with gamers on a deeper level, addressing their unique preferences and fostering a sense of connection and loyalty within the diverse gaming communities across the APAC region.
Advertising and Brand Attitude
Gamers in APAC generally remember positive in-game experiences and appreciate real-world incentives derived from such ads. This indicates a potential strategy for brands to explore—the integration of gaming and real-world rewards. While creating original games may be costly, hosting gaming events and leveraging existing popular games for branded content present promising alternatives. Nearly half of APAC gamers are motivated to make in-game purchases during sales or to power up, while others treat in-game items as special gifts or capitalize on limited-time releases. This presents an opportunity for brands to offer timely incentives and seasonal promotions to tap into these purchasing behaviors.
By aligning their advertising strategies with these insights, brands can effectively engage with gamers and enhance their gaming experience. Developing campaigns that integrate gaming elements with real-world rewards can create a dual incentive for gamers, encouraging both in-game purchases and real-world brand engagement. This approach not only enhances the perceived value of the advertisements but also fosters a positive association with the brand, ultimately driving deeper engagement and loyalty among gamers in the APAC region.
Gaming Preferences by Age Group
There is a notable divide in gaming preferences by age group, reflecting the diverse interests and behaviors of gamers across different demographics. Younger gamers seek immersive experiences and social interactions, often playing with friends and switching game genres accordingly. More than half of younger gamers engage in in-game chats, and a significant portion play with friends multiple times a week. In contrast, older gamers predominantly prefer solo gaming, seeking quiet and solitary experiences. Brands should, therefore, tailor their strategies to accommodate these diverse preferences, offering multi-player options for a younger audience and non-communal gaming experiences for older gamers.
Understanding the distinct preferences of different age groups is crucial for brands aiming to effectively engage with gamers. By recognizing the varying interests and behaviors of younger and older gamers, brands can develop targeted strategies that resonate with each demographic. This approach allows for the creation of more personalized and relevant gaming experiences, enhancing gamer satisfaction and fostering long-term brand loyalty.
Online Engagement and Word-of-Mouth Influence
Personal recommendations play a critical role in the APAC region, with a majority of gamers valuing reviews from friends, family, and influencers. This trend is particularly pronounced in China, India, Indonesia, and Hong Kong, where influencers hold immense sway over gaming preferences and decisions. In contrast, South Korean gamers place significantly less importance on recommendations from both family and friends and influencers compared to their APAC counterparts. Brands aiming to reach gamers effectively in these markets should prioritize social amplification and foster word-of-mouth and influencer endorsements, leveraging trusted recommendations to drive engagement.
Understanding the influence of personal recommendations and online engagement is essential for brands seeking to connect with gamers in the APAC region. By leveraging the power of influencers and fostering word-of-mouth endorsements, brands can enhance their credibility and reach within the gaming community. This approach not only drives engagement but also builds trust and loyalty among gamers, ultimately contributing to the long-term success of marketing campaigns in the region.
Actionable Recommendations for Marketers
Recent research by Omnicom Media Group (OMG) Asia Pacific (APAC) has shed light on the impact of in-game mobile advertisements on gamers in the APAC region. Entitled “Unlocking Gamers in Asia Pacific,” the study surveyed 12,204 respondents to explore their attitudes towards ads in mobile games, gaming behaviors, preferences, and online engagement. The aim of this comprehensive research is to help brands effectively connect with gamers in this diverse, rapidly growing market.
The study’s findings reveal that in-game mobile ads are driving many APAC gamers away from their games. The primary cause is the frequency and placement of these ads, which interrupt gameplay and significantly detract from the overall gaming experience. Most gamers expressed a preference for seasonal or cyclic ads over constant interruptions. Although some gamers recall the brands featured in these ads and may purchase them later, many feel these advertisements lack sufficient incentive to motivate real-life purchases. This underscores a challenge for advertisers aiming to capture the attention and spending power of this dynamic audience.
