Mobile ads are making gamers ditch gaming, according to Omnicom Media Group (OMG) APAC’s latest research, Unlocking Gamers in Asia Pacific.
The 12,204 respondents surveyed were asked to rank their attitudes towards ads when gaming on mobile.
Most say ads are too often causing them to stop playing the game.
Respondents also prefer in-game ads to be seasonal or on rotation in a game set up.
Some remember the brand for a later purchase in the real world while others say such ads do not incentivise them to buy an item in the real world.
“The gaming universe is an incredibly exciting one and there are numerous opportunities for brands and marketers," says Nina Fedorczuk, OMG APAC’s chief enablement officer.
"We need to understand the different nuances within the gaming ecosystem, including the types of moments gamers experience.
"For example, they can connect with friends via gaming over the weekends and be fully immersed in the experience but also play a quick puzzle game during a weekday commute.
"It is no longer enough to treat gamers as a niche audience because almost everyone is a gamer. Brands need to find the sweet spots for this audience, and think hard about how they can add value to the gaming experience, instead of blatantly interrupting it.”
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