Dive Brief:
- A record three mobile games advertised during this year's Super Bowl starring celebrities like Kate Upton and Liam Neeson, proving the medium has gone mainstream and that marketers should pay attention.
- Mobile seems to be the future of gaming and has moved past a young male demographic to include women, older demographics, parents, and more.
- To break into mobile advertising, industry participants stress that marketers should be able to seamlessly integrate ads into the context of the game and produce experiences that can compete with popular games like Candy Crush or Clash of Clans.
Dive Insight:
It's clear that mobile gaming has hit the big time if certain games can cough up the $4.5 million price tag to advertise during the Super Bowl. That popularity gives validation to advertisers and brands wanting to move into the space, but it doesn't make it easy. Care must be taken to deliver the level of experience gamers have grown accustomed to. With so many games to choose from, it's easy for users to move on if ads interfere with a positive gaming experience.
