The mission of the Mobile Games Program of the MMA is to explore how brands and marketers can best connect with consumers in this unique environment, keeping the attention on providing a positive consumer experience that adds value to the entire ecosystem. The program will focus on best practices for driving consumer engagement, conversions and brand uplift through sponsored content, native ads, value-exchange ads, contextual ads and more
Find Out What Marketers Should Know – But Don’t – About Advertising in Mobile Games
Most marketers don’t know it, but virtually everyone with a smartphone is playing mobile games. In the U.S. alone this year, some 192 million people will play, and for many of them – young, old, male, female – mobile gaming is a daily habit that outstrips most other smartphone activity in terms of time spent.
The primary goals of the Mobile Games Program are twofold:
- Educate brands, agencies and industry players on the true potential of mobile games to reach and connect with a broad array of consumer audiences;
- Establish best practices for engaging mobile gamers in native, contextually relevant ways
Initial Issues to Confront
Today, the stigma around mobile games is beginning to fade, but there remain two critical issues we must still address education on:
- Best practices for advertising within mobile games, because if done incorrectly advertising can have an adverse effect on campaign goals, and;
- Who the mobile gaming audience is, including their demographics, psychographics and behavioral characteristics.
As we continue to recruit members into this group, we are keen to get more Mobile Game companies involved, as well as those that buy and sell mobile games ads