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Three in four brands up mobile gaming spends in India: report

Three in four brands have increased their investments in mobile game advertising in the past year on account of higher audience attention and engagement, according to a report by mobile marketing firm InMobi.

InMobi surveyed 205 Indian mobile marketing leaders, including senior executives from brands and and media organisations, as part of this study.

India is the second-largest mobile gaming market in the world today. With over 9.33 billion mobile games downloaded in 2021 alone, The Mobile Game Advertising 2022 report for India found a two-fold increase in gaming ad spends since the pandemic.

The report also reveals how brands and agencies are addressing the common myths associated with mobile game advertising that might be preventing wider adoption.

Here’s a look at how the ad spends were according to the report.

ETtech

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According to the report, 75% of brands have been advertising on mobile apps for more than a year, which has led to a two-fold increase in gaming ad spends since the pandemic.

“Brands have taken notice of the gaming industry’s rapidly growing consumer adoption and engagement. Hence, mobile game advertising is evolving,” said Rishi Bedi, managing director, Asia Pacific, In Mobi.

Rishi BediETtech

Some brands are hesitant to take the plunge and invest in mobile game advertising due to misplaced notions around measuring its return on investment, allocation in the media mix, investment in creating ads assets and brand safety around placements.

But the study shows that advertising on mobile gaming delivers better performance compared to non-gaming environments with up to 2x higher completion rates and engagement. Moreover, 97% of the marketers that advertise on mobile gaming are satisfied with their experience and results.

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