How to Unlock the Brand Potential of Mobile Games

Lessons from top entertainment brands

Consumers might want always-on, binge-worthy content, but they also are looking for ways to escape into experiences that let them relax, unwind and solve a mystery or two, even if it’s only for a minute. That’s why mobile games have emerged as the momentary getaway people want, and entertainment advertisers are leveraging the trend to provide the content people didn’t know they needed.

You may already know the gaming world’s secret: It’s not just teenage boys playing in their basements anymore.

In fact, a lot of gamers look like me: a new mom juggling family life and global marketing at an adtech company.

I’m looking for snackable moments as I indulge in those coveted minutes to myself at the end of the day. So, I try to solve the latest crossword puzzle, determined to beat my score. I might need help getting to the next level, so the game presents me with an opportunity – watch a short video in exchange for a hint I need. I’m delighted to discover the latest Captain Marvel movie trailer, a movie I want to see. Just 30 seconds later, I’m back to the game and onto the next level.

I’m not alone either. Two-thirds of U.S. women play mobile games, according to research from Google Play and NewZoo. This year, per eMarketer, more time will be spent on mobile phones than traditional media in the U.S. Much of that time is spent on games and other apps.

Consumers’ relationships with advertisers are evolving too. People don’t reject all advertising; they just want ads that don’t disrupt experiences, are delivered on their own terms and add value.

Entertainment brands have emerged as a master of mobile gaming marketing. Brands like 20th Century Fox, Nickelodeon and Paramount use mobile games to share their stories with their audiences while addressing concerns around viewability, brand safety and consumer engagement. Here’s how they are getting the job done.

Catch audiences in the right mindset

Games are relaxing. Yet, it’s not a passive, sit-back type of relaxation, the way TV tends to turn us into zombies. When people play games, they stay alert and engaged. In fact, twice as many consumers in a survey Tapjoy recently conducted said they felt more focused on playing mobile games than when on social networks. They’re happier and more engaged too.

Taking this into consideration, it’s no wonder participants in our survey said they are more likely to pay attention to ads in mobile games than in any other medium. Entertainment brands have figured out that this mindset is exactly the right time to connect with their audiences if they want their messages to sink in.

Enable play and participation 

Entertainment brands also understand how to capitalize on that relaxed-yet-alert state of mind – what gamers and athletes describe as the state of “flow.” They turn the ads into fun, interactive experiences that keep consumers in that same engaged mindset.

That’s exactly what 20th Century Fox did when it ran a series of mini-games to tell the story of a loveable bull named Ferdinand. It allowed mobile gaming audiences to fall in love with the movie’s main characters through interactive play. As a result, consumers interacted with the brand for an additional 30 seconds and clicked out to purchase tickets to the film.

Be a mobile champion

In the scenario described earlier, you can imagine how quickly my emotions went from frustrated to disappointed in my crossword puzzle loss, to elated and excited to have another chance to beat the level that had stumped me.

I owe that to the advertiser who came along and sponsored my change. That’s why the percentage of consumers who feel positive toward a brand practically doubles when brands provide content for the app, sponsor it or unlock app experiences. And that is especially true when the ad is correctly targeted. After all, I not only saw got served the Captain Marvel trailer, I actually ended up seeing the movie.

Emily McInerney is the global VP of marketing at Tapjoy, a leader in mobile app-tech and monetization, where she is responsible for the oversight of product marketing, direct marketing, and Tapjoy brand awareness with marketers and developers. Prior to Tapjoy, she was the international associate communications director for Universal McCann, where she managed Microsoft and Sony Pictures Australian and APAC initiatives from the Sydney office.