From Players to Customers: The Strategic Role of Mobile Games in Brand Advertising

The meteoric rise of mobile gaming has not only transformed the entertainment landscape but also ushered in a new era for digital advertising.

Mobile games have become a potent platform for brand advertisers as smartphones become ubiquitous. They offer unprecedented opportunities to engage with diverse and captive audiences.

This evolution presents a dual narrative: a burgeoning opportunity for brands to infiltrate the digital lives of millions and a golden ticket for game publishers to monetize their content through strategic advertising partnerships.

Mobile Gaming as a Premier Advertising Medium

Mobile gaming is a cultural phenomenon, commanding the attention of over 2.58 billion gamers worldwide. The mobile gaming sector is growing at a breakneck pace, showcasing its immense market penetration and financial clout. 

The demographic of mobile gamers is a kaleidoscope of ages, genders, and socioeconomic statuses, making it a goldmine for advertisers seeking broad reach and deep engagement. It’s found that over 30 percent of parents support mobile in-app purchases of their children, with 23% setting a budget of up to $100 per month.

The Strategic Advantage for Brand Advertisers in Mobile Games

Given the numbers above, it’s no longer surprising for brand advertisers to focus their attention on mobile games for advertising. Here are more reasons why ad spending continues to pour out for mobile games. 

Unmatched Engagement and Reach
Player involvement is key to a game’s success. It encompasses the interactions, pleasure, and absorption users encounter during gameplay. Engaged players will likely spend more time playing, carry out in-app transactions, and suggest the game to their peers.

Mobile games offer a unique advertising avenue with their ability to captivate users’ attention far beyond traditional media. The immersive nature of gaming ensures that advertisements are not just seen but experienced, leading to higher engagement rates.

With 2.2 billion logging in daily, mobile gaming’s reach surpasses that of many conventional advertising platforms. For example, Gen Z gamers engage in gaming for six hours and ten minutes, while Gen Alpha gamers dedicate slightly more time, averaging six hours and forty-nine minutes.

Interactive and Immersive Ad Formats
Interactive ad formats in mobile games, such as rewarded videos, playable ads, and in-game branding, allow for creative and engaging marketing strategies. These formats blend seamlessly with the gaming experience, enhancing user engagement without disrupting gameplay. This interactivity enriches the user experience and fosters a positive association with the advertised brands.

Enhanced Brand Recall and Positive Association
In mobile gaming, ads that offer value or entertainment can create positive brand associations and enhanced recall. Gamers are likelier to remember and favor brands that contribute to their gaming experience through rewards or engaging content, translating to higher brand loyalty and consumer preference.

How Mobile Games Can Get Brands on Board

With these benefits, how can brands attract brands to advertise?

Showcase User Engagement and Metrics
Brands want to know that their advertisements will reach an active and engaged audience. Game developers can attract advertisers by presenting strong metrics such as high daily active user counts, extended session lengths, and robust retention rates. Demonstrating a deep understanding of the player demographic, including age, location, and spending habits, can also make a game more appealing to potential advertisers.

Offer Innovative and Suitable Ad Formats
By providing a variety of creative, interactive ad formats that blend seamlessly with the game experience, developers can entice brands looking for innovative ways to engage consumers.

Examples include rewarded videos, playable ads, and branded in-game events or items that enhance rather than disrupt the player’s experience. These ad formats attract brands and maintain a positive gaming experience for the user. Of course, they should perfectly align with the brand’s target audience.

Emphasize Brand Safety and Positive Association
Brands are keen on placing their advertisements in environments that positively reflect their image. Game developers can attract more advertisers by ensuring their content is brand-safe and free from controversial or inappropriate material.

Offering analytics and data to prove that ads within the game lead to positive brand association and customer behavior can significantly boost a game’s attractiveness to potential advertisers.

Navigating the Future of Mobile Gaming and Advertising

The industry is poised for further innovation, with trends indicating a move towards more personalized, context-aware advertising that respects user preferences and enhances gameplay. When brands understand and work towards user preference, they can achieve the delicate balance between monetization and player satisfaction.
This evolution promises a win-win scenario in which brands can achieve unprecedented engagement levels, and game developers can sustainably monetize their content.



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Pranav Kataria

Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.