LoopMe survey finds 62% of consumers play games on their mobile devices, with 76% playing more than an hour a day

LONDON & NEW YORK–()–Loop mea leading technology company that uses artificial intelligence (AI) to improve brand advertising performance, today announced the results of the company’s mobile games study, “Understand consumer mobile gaming habits and preferences.” New research from LoopMe explores consumer preferences for in-app mobile games in the US, UK and Singapore. Key findings show that 62% of consumers play games on their mobile devices, with 76% playing more than an hour a day and 15% playing more than five hours a day. Additionally, a fifth of mobile gamers are highly attentive, focusing on gameplay and nothing else, presenting a prime captive audience to lean into mobile brand advertising.

According to eMarketer, time spent with mobile games is 50% of the size of in-app social networks, but the brand spends on social networks ($56 billion, according to Statesman) is 7 times greater than the mobile game ad revenue forecast for 2024 (nearly $8 billion), creating a huge growth opportunity to reach consumers. Most brands don’t intentionally buy mobile game app advertising as a brand vehicle and some don’t even know they’re buying it. The creative formats available in mobile app environments are grabbing consumers’ attention, with the “gold standard” being non-skippable ads, as well as full-screen and sound video ad formats. There is also an increased demand for gamification or rewarded video ads to further increase consumer intent and preference, especially in the middle of the funnel. LoopMe internal research found that the performance of in-app mobile game optimization campaigns against brand lift results is 2-4x higher than other industry standards.

“As mobile gaming continues to grow in popularity and deliver the reach, engagement and results marketers seek in a brand-safe environment, we see embedded mobile gaming becoming an intentional and increasingly biggest mix in 2023, right next to CTV and social,” said Rachel Conforti, SVP Marketing at LoopMe. “LoopMe is proud to be a category leader in integrated mobile games, helping to connect brands and apps so advertisers can look at this huge market opportunity, reach out to a highly engaged market segment, and shine a light on new opportunities that exist within this ecosystem.”

“There are clear benefits for brands exploring new creative experiences that help keep in-app mobile gaming audiences highly engaged,” said Lewis Ward, director of research, games and VR/AR at IDC. “Leveraging new advertising formats – for example, playable and interactive ads – can result in increased momentum for brand advertising content, as users don’t have to be passive, which is, of course, how games work. The creative market for in-app mobile games will become more interesting in 2023 as more big brands experiment with these types of more engaging ads.”

LoopMe’s investigation also revealed:

  • 65% of consumers play games more than twice a day on their mobile device (31% play more than five times a day)

  • 57% of consumers who play games on their mobile devices do so in their free time

  • 20% of consumers said they were fully focused on their game and did no other activity while playing. This figure rises to 38% for gamers who play while listening to music, but do nothing else.

  • 43% of consumers said they watch TV while playing games, which can be considered a good addition to any TV strategy

LoopMe’s GDPR-compliant, non-prompt opt-in survey was delivered via mobile devices to 18,340 respondents in the three aforementioned regions. The localized language survey was conducted in October 2022, with analysis of the results completed in December 2022. The data has been normalized to account for population and gender distribution by country.

To view the research report, please visit https://info.loopme.com/purchaseloop-research-mobile-gaming.

About LoopMe

LoopMe, a leading results-based platform, is coming full circle on digital advertising. By leveraging AI to optimize real-time media delivery, we drive measurable improvement in business results and more effective advertising for all online and offline marketing objectives, including brand enhancement, purchase intent, consideration, foot traffic and sales. LoopMe was founded in 2012 with a mission to create better customer experiences through data-powered innovation to bring people and brands together. The company is headquartered in the UK and has offices around the world in New York, Boston, Atlanta, Chicago, Detroit, San Francisco, Los Angeles, Toronto, Singapore, Dnipro (Ukraine), Japan and Hong Kong. In January 2022, Mayfair Equity Partners, a leading investor in technology and consumer growth, became the majority investor in LoopMe, in partnership with the company’s founders, Stephen Upstone and Marco van de Bergh, his team extended management and existing institutional investors, including BGF. For more information, please visit www.loopme.com.

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