Info-tech

‘Mobile gaming industry, an untapped space for advertising’

New Delhi | Updated on September 28, 2018 Published on September 28, 2018

Mobile gaming platforms are increasingly commanding a substantial share of the advertising pie   -  Getty Images

Three out of four Indian gamers play mobile games at least a twice a day

Mobile gaming industry in India is projected to reach $943 million in 2022 driven by rising smartphone users and rising mobile app market and a huge opportunity for advertising, according to a report.

The report, ‘The Power of Mobile Gaming in India’ released by the Mobile Marketing Association (MMA) and Kantar IMRB in association POKKT, a smartphone advertising platform for mobile games, states that India is among the top 5 gaming countries and has close to 250 million gamers.

Gaming is also becoming increasingly popular across all age groups with 21 per cent of Indian gamers over the age of 35. This means that the range of brands that can tap into the mobile gaming market is limitless, the report stated.

Currently revenues from mobile gaming accounts for about $649 million. It is projected to grow to $815 million in 2020 and $943 million by 2022. With India’s mobile app market growing, mobile gaming platforms are increasingly commanding a substantial share of the advertising pie, the report pointed out.

According to the report, three out of four Indian gamers play mobile games at least a twice a day, for an average of 60+ minutes, each day. Mobile gaming is also quite prevalent in tier 2 and tier 3 cities, with similar amounts of time spent by the users. With so much time spent on mobile devices, there lies a huge opportunity for marketers to tap into the space.

Hemant Mehta, Managing Director, Kantar IMRB and Chief Strategy Officer, Kantar South Asia, said in a press statement that, “Consumers have taken to mobile gaming in a big way, yet it still remains a relatively untapped advertising channel in India.”

Moneka Khurana, Country Head, MMA India, said in the statement, “The fact that mobile gamers are on their devices twice a day or more, there is ample opportunity for marketers to get creative in the way they run their marketing strategy. Whether it’s through partnerships or simply putting in an algorithm to retarget customers, the potential for monetisation is huge.”

Published on September 28, 2018
This article is closed for comments.
Please Email the Editor