Why advertisers need to wake up to mobile games

Mobile devices are increasingly used for many aspects of our lives and that includes playing games. But what does this mean for enterprises looking to promote their brands?

New research from mobile engagement platform Tapjoy suggests that consumers are twice as likely to say they feel relaxed when playing mobile games than they are when using social apps and that means more potential for advertisers to get their message across.

The survey of over 5,500 smartphone and tablet users shows respondents say they feel more focused (35 percent vs 11 percent), happier (34 percent vs 21 percent), and more engaged (35 percent vs 20 percent) on gaming apps than social networking apps. On the other side of the coin consumers are 2.4 times more likely to feel bored on social apps than on gaming apps, and are 60 percent more likely to feel stressed.

"When designing their digital advertising strategies, it's critical that brands take into consideration the activities that consumers are engaged in at the time and how they make them feel," says Shannon Jessup, chief revenue officer of Tapjoy. "There are nearly 2 billion mobile gamers in the world, and the unique state of mind consumers have when playing games on their smartphones or tablets represents an incredible opportunity for brands to truly connect with consumers."

Among other interesting findings from the survey are that over two-thirds of consumers who play games do not identify themselves as 'gamers'. Even among those who play mobile games six times a week or more, fewer than one in three identifies as a gamer.

Women represent the majority of mobile gamers, making up 63 percent of the total player base. There's a surprising age profile too with 55s and over the largest age group, representing 23 percent of respondents, with 25-34-year-olds representing 21 percent and those 35–44-year-olds just 19 percent.

Sitting in front of the television is the most popular place to play mobile games (70 percent), and respondents are more than twice as likely to play while relaxing at home than while at work or during their commute. They are also more than twice as likely to play at night just before they go to bed than when they first wake up in the morning.

As to the types of games, puzzles are by far the most popular category, played by 59 percent of respondents. Next come strategy (38 percent), trivia (33 percent) and casino/card games (27 percent). Among the least popular games are sports (11 percent) and shooting (8 percent).

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