Justmob, the mobile marketing business unit of Cisneros Interactive, is launching mobile gaming research. In collaboration with On Device Research, the survey was conducted in January 2022 in Brazil and 5 other countries in Latin America.
The data also shows that Brazilians are fanatical about mobile gaming, with 63% of people playing daily on their smartphones and 25% playing multiple times a week. In addition, 76% of respondents play games at least 3 times a day, and 61% spend at least 40 minutes playing games a day. And as you can imagine, the smartphone remains the most used way to play games, with 73% playing on their mobile phones.
In terms of time spent playing, social isolation caused by Covid-19 was a factor in this question, as 78% of Brazilians spent more time playing during the pandemic. Of that number, 3 out of 5 (65%) intend to continue playing the same number after the pandemic.
“Game consumption, which has been on the rise over the years, has been greatly accelerated by social isolation, which has caused a certain restriction in forms of home entertainment, making the mobile phone a great leisure companion. However, it is interesting to see how the numbers continue to rise and people are determined to keep their habits even as we are nearing the end of the pandemic. In fact, the pandemic has only confirmed that everyone plays not only to entertain themselves, but also to connect with other people,” comments Gonzalo Borras, CEO of Audio & Mobile.
In this regard, studies show that currently 3 out of 4 people have between 1 and 6 games installed on their smartphone. The data shows that one in two respondents download games on a weekly basis. Action, sports, adventure and strategy games are the favorites of the Brazilian audience. Candy Crush is the most popular game along with PUBG. Fun, fun/entertainment and relaxation are the main reasons they play.
Finally, the study confirms that 91% of Brazilians feel happy while playing games, and 88% consider mobile gaming as a way to communicate. What’s more, according to Justmob, they don’t just play games: more than half also make in-app purchases while playing, with this activity increasing among users aged 25-34 (64%). In addition to earning extra lives or game content, 59% spend money in apps, especially people aged 25 to 34 (68%) who make these types of purchases the most.
According to Rodrigo Tigre, Regional Manager for Cisneros Interactive in Brazil, “Mobile gaming is an advertising-friendly environment. Firstly, because it is free from fake news, secondly, because the people who consume it do so for entertainment, in moments of relaxation and happiness, and, finally, because advertising in games brings real benefits to players who win. virtual items in exchange for your attention.”
This is supported by the fact that for Brazilian gamers, ads have become an integral part of the gaming experience, with 92% saying they watch video ads to get extra lives or in-game content. Attitude towards games during the game is positive because the audience believes that advertising really brings the brand/products to life and does not interrupt the game.
In other words, in general, the gaming universe is extremely favorable and offers several investment opportunities for advertisers, mainly due to the receptivity of gamers. Game consumption, which has already been on the rise and accelerated strongly over the past two years, continues to grow and attract people’s attention, which gives the advertiser a financial benefit at the expense of the consumer’s attention. As a means of recreation, games are suitable for advertising because players are attentive and enjoy the experience in this environment, so much so that it is they who initiate the purchase process integrated with games in exchange for virtual items.
ABOUT CISNEROS INTERACTIV
Cisneros Interactive, an Entravision company and leader in digital marketing in Latin America, offers digital advertising solutions to more than 4,000 advertisers in 18 markets in the region. The company also has the exclusive presence of Spotify Advertising in 16 countries in Latin America, LinkendIn Marketing Solutions in 12 markets in the region, and is also an “Authorized Channel Partner” of Facebook in nine markets in Latin America. Its portfolio also includes proprietary technology solutions, including Audio.ad, a solution that offers brands extensive advertising coverage on digital audio platforms in Latin America and the US Latin American market, and Justmob, a performance-focused mobile ad network.
ABOUT SPACE
Justmob is Cisneros Interactive’s leading mobile advertising company that helps brands grow and accelerate their business through a variety of tools in the mobile digital ecosystem. Justmob uses proprietary technology that allows you to apply different methods to achieve your desired goals and get the best results for your campaigns through the various ad formats available such as display ads, geolocation, video, push notifications, traffic, brand lift, etc.
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Source : Married Games
