Harnessing Mobile Gaming Apps For Attention & Engagement
Digital Turbine partnered with the MMA during the recent MMA Smarties Unplugged to bring the DT Mobile Masterclass to top brand advertisers in the Indian market. Designed to equip the largest agencies and brands in India with the tools to harness mobile gaming apps for attentive and impactful video advertising, the engaging session was part of the annual MMA event. DT brought together leading marketers to share valuable insights on video advertising and explore strategies for reaching and resonating with the gaming audience, ultimately helping them achieve incremental reach and impactful engagement.
Mobile Gaming Market in India
India’s mobile gaming market has experienced rapid growth. In 2023, there were 821 million internet users, 53% of whom engaged in gaming activities. India ranks as the second-largest gaming market globally, with 97% of smartphone users playing mobile games. On average, Indians spend 75 minutes daily playing mobile games, presenting advertisers with a highly engaged audience that offers significant opportunities for interaction and brand exposure.
Source: Kantar, IAMAI, “Internet In India 2023”
Mobile gaming is a dominant force in app downloads and user attention. It accounts for 35% of time spent on mobile devices, making it the most downloaded app category. Ads placed within mobile gaming environments are especially effective, delivering 44% ad recall, higher than ads on social media, OTT platforms, or music streaming services. 64% of gamers are more likely to make purchases, such as food or drinks, after seeing an in-game ad, demonstrating gaming’s potential to convert ad impressions into tangible consumer actions.
One of mobile gaming's key benefits is its undistracted audience, as 70% of mobile gamers never or rarely engage in second screening. This focused attention makes gaming a highly effective platform for impactful video advertising, as advertisers can capture the full attention of users without competing against other media. The rapid growth of India’s mobile gaming market underscores a critical shift in advertising strategies, where brands must leverage immersive content to effectively engage an increasingly mobile-savvy audience.
Open Internet is Gaining Traction in India, and Your Brand Should Invest
The open internet—encompassing platforms like mobile gaming, websites, and news portals—offers advertisers greater flexibility and transparency than walled gardens like social media and OTT services. It allows for more dynamic audience engagement without the constraints of limited data access and targeting restrictions often found in walled gardens.
Mobile gaming, as part of the open internet, stands out as a highly engaging platform with superior ad recall compared to other digital channels. 44% of young adults recall ads on gaming platforms, significantly higher than the 22% on social media and 25% on OTT/CTV platforms. Despite consumers increasingly shifting to open Internet platforms, most ad spending remains focused on walled gardens, signaling a significant opportunity for advertisers to invest more in open Internet channels.
There is also a growing receptiveness to ads on the open internet, particularly in mobile gaming, where ad formats like rewarded videos are highly effective due to the value and control they offer users. Currently, 56% of consumers are open to engaging with in-game ads, showing a marked increase in receptivity over previous years. Additionally, the open internet, especially mobile gaming, provides a brand-safe environment, which is crucial for maintaining a positive brand image.
Imbue Innovative Technologies Into Your Ads
DT experts showcased work with a leading global brand - Unilever’s Vaseline. The campaign in Indonesia featured innovative mobile experiences, with Artificial Intelligence driving personalized advertising for each user. In collaboration with DT, Vaseline launched its Skin Check AI tool, delivered through engaging in-app creatives designed to help users identify hyperpigmentation. This initiative was rolled out across leading apps, beginning with an Instant Play HD video that highlighted the importance of addressing hyperpigmentation.
After the video, users were presented with an interstitial outlining four common symptoms of the condition, followed by a "Check Now" call-to-action that redirected them to the AI microsite. Upon granting camera access, the AI tool—trained on over 10,000 images of skin pigmentation issues—analyzed the user's photo to detect any signs of hyperpigmentation. If detected, the tool recommended Vaseline’s Soft Glow Body Serum. The campaign saw outstanding engagement, leading to a 30% increase in sales and a 130bps market share growth post-campaign.
"As mobile gaming continues to evolve, so do its advertising strategies. Technologies like AI are revolutionizing how brands connect with consumers, creating more personalized and engaging ad experiences that drive real results," James Rogers, VP Brands APAC of Digital Turbine, remarked.
The Masterclass emphasized the growing importance of mobile gaming as an avenue for impactful video advertising in India, driven by the large number of mobile users and the engagement levels within gaming environments. It highlights the sheer scale of mobile internet users, the significant time spent on gaming, and the receptiveness of gamers to in-app advertising. Additionally, it focuses on the effectiveness of placing ads in mobile games due to the non-distracted, immersive nature of gaming and its higher ad recall rates compared to other digital platforms. Gaming is now positioned as a premium advertising channel offering scalable audience targeting and better brand engagement.
