In-Game Features Offer Brands an Opportunity to Grow Influence with Gamers
Which of the following actions have you taken in a game? Select all that apply.
Nearly 40% of the gamers studied said they’ve purchased in-game currency, and more than 30% said they’ve purchased power-ups like extra lives or boosters. A quarter said they’ve purchased custom skins and/or game apparel.
Share that have made an in-game purchase by primary gaming device type.
Respondents who picked a gaming console like PlayStation or Xbox as their primary gaming device were the most likely to have made an in-game purchase, with 86% having done so. Although mobile games are often heavily monetized through in-app purchases, just 58% of gamers who picked mobile as their primary device said they had made an in-game purchase, speaking to the more casual makeup of this subset of gamers overall.
Which of the following types of gaming-related marketing would you most prefer?
The popularity of in-game purchases ties directly into which types of in-game marketing are most appealing to gamers, with 34% saying they most prefer brand-sponsored free game add-ons like power-ups and custom skins, the most selected response. Fully 39% of gamers said they’ve purchased a product in the past year that they discovered through in-game marketing.
Brands can tap into these use cases through marketing vehicles like rewarded video ads, which allow gamers to earn in-app rewards by voluntarily watching a video advertisement. By offering power-ups or other add-ons directly to gamers to attract ad views, marketers can offer a good value exchange without detracting from gameplay.