This year of mobile gaming saw its biggest boom yet! Yes, the pandemic was instrumental in bringing new gamers to the mobile gaming playing field, but gaming publishers and advertisers still faced significant challenges and changes. The holiday period is one of the most important times of the year for gaming companies. And we are betting that this year could look like no other holiday season we’ve seen. Take a look.
We decided to explore insights from how the 2020 holiday season unwrapped.
People spent a lot more time playing games during the 2020 holiday season
Historically speaking, the holiday season and mega sales are key periods of gaming. With the pandemic still influencing mobile user behavior, more and more people looked for entertainment or ways to unwind and relax, leading gaming to reach an all-time high of five to six hours daily on their mobile device (not including work-related use).
As consumers engage with an app, the app is requesting ads to be displayed and the ad request is counted. Therefore, we used ad requests to measure users’ behavior on their mobile phones from pre-holiday season to the peak of the holiday season. From our data, we saw a sharp increase in ad requests in gaming apps indicating that users are spending more time in games (interstitial and banners) and engaging with the game (rewarded video).
These were the 2020 results:
Larger demand offering and more competition
As the holiday season is around the corner, in 2020 we saw a significant rise in eCPMs (Effective Cost Per Mille, which is the cost of a thousand impressions – and in layman’s terms the ad revenue generated per one thousand ad impressions) – compared to the weeks leading up to the holiday season. A high eCPM means the ads served on your app are working and converting users.
For brands, this measures the ad revenue generated per campaign. Interestingly, although we saw an increase in users activity, meaning the supply is growing, the competition in gaming ad prices is also getting more intense. Both brands and gaming publishers are willing to invest their budgets on these new players as players’ session time is also increasing. The holiday season has brands looking to mobile gaming platforms for a worthwhile investment to boost their busy holiday campaigns.
Brands spent more during the holiday season in 2020 and became a significant part of mobile game advertisers
Similarly to 2020, brands will have to remain agile. With more people expected to be online this season, gaming advertisers are in for a lucrative treat! While analyzing our internal data, we discovered that out of Fyber’s top spenders, we saw a 67% increase in brand spent during the holiday season as compared to the pre-holiday season.
Rewarded video has been proven to be a successful and engaging form of advertising for users. We see that brands who have tapped into this ad format enjoy exposure to a captive audience with tremendous buying power. Brands and game advertisers have a great window of opportunity to reach this significant audience through in-app ads – the right place and time to spend particularly during the holiday season.
Make the most of the holiday season
From the data and patterns we have seen in 2020’s holiday season – the increase in ad requests, eCPMs, and brand spend, this time of the year has the potential to truly propel your app into the new year and help you grow your metrics.