The MediaBrix Social and Mobile Gaming Report has revealed that levels of engagement while users are gaming is strongly correlated with the level of emotion they are experiencing.
Fueled by the popularity and prevalence of smartphones in the daily lives of consumers, mobile gaming is a huge, and still growing phenomenon. According to Mobile Marketing Association (MMA) data, there are 1.6 billion desktop and notebook PC gamers, and as many as 700 million mobile gamers around the world. It represents a huge opportunity for brand marketers to share content that drives engagement with consumers. The biannual MediaBrix Social and Mobile Gaming Report has analyzed gaming data from the first and second quarters of 2014, pinpointing key trends and consumer behavior habits. Averaging data from more than 200 social and mobile gaming advertising campaigns, and more than 1 billion impressions, the study revealed a compelling relationship between consumer emotions and the proclivity to engage. Terming moments of advertising interactions as “break through moments” (BTMs), the MediaBrix study found that the more intense the emotion, the higher the advertising performance was for brands.
Closely connected to the gamer’s state of emotion and gameplay, MediaBrix found that engagement rates varied depending on the emotion itself
- Encourage: BTMs had an average engagement rate of 17.0 percent
- Reward: BTMs had an average engagement rate of 73.6 percent
- Rescue: BTMs had an average engagement rate of 86.9 percent
The suggestion for brand advertisers utilizing gaming platforms, is to consider emotional targeting to reach players as they experience emotions induced to key moments in the gaming experience. The highest level of engagement takes place at rescue moments, in a scenario for example, when a player is stuck on a level with no more lives and needs assistance to progress. A typical rescue BTM may offer players a chance to advance in exchange for watching brand’s message through an in-game advertisement. Ari Brandt, CEO and co-founder of MediaBrix gave the following comment in the report:
“Believe it or not, digital advertising doesn’t have to disrupt or annoy people. It can be thoughtful and even humanize brands in users’ eyes. The key is understanding and acknowledging the state of mind of that user, then being respectful with your proposed interaction. Brands reaching players during emotional moments aligned to rescue, reward and encourage can fortify the user experience. Plus, this puts brands in a position to make true emotional connections with players, all the while driving the highest returns and brand performance metrics of any digital ad formats available today.”
Driving Engagement With Immersive Marketing
It’s a lesson that can apply to wider content marketing initiatives. With video and interactive content, content marketing is becoming more immersive, and brands such as MoneySuperMarket are beginning to utilize social gaming to spearhead campaigns. As marketing becomes more immersive, we may begin to hear an increase in the use of emotional targeting to drive user engagement, and conversion rates.