Ads are making up a larger portion of mobile game revenue today, and Unity is unveiling its playbook for mobile game advertisers to boost holiday revenue through ads.
Unity said it surveyed 4,094 U.S. adults for mobile game marketers to understand how mobile game brands can land on the nice list during the holiday season. The goal is to enable marketers to be proactive and more accurate with their holiday advertising.
Of those surveyed, Unity said 54% identified as female, 30% as male, 11% as gender fluid, non-binary or genderqueer, and 5% preferred not to answer.
With the holidays quickly approaching, preparation and timing are key, and as Unity’s data shows, it’s never too early to start thinking about your holiday advertising strategy, as holiday shopping is an activity for most of the whole year.
Unity said 24% of shoppers plan to buy the majority of their holiday gifts during Black Friday and Cyber Monday, while 21% shop year-round. In other words, the holiday spending has already started. Most notably, only 12% of respondents plan to do their grocery shopping in December, highlighting the need for brands to engage consumers early.
Unity asked when mobile gamers will want to buy the majority of your holiday gifts this year. Gen Z shoppers are the most proactive: 25% plan to buy their Christmas gifts all year long and 21% start shopping even earlier – in October, rather than waiting for Black Friday and Cyber Monday.
When it comes to the holidays, consumers are willing to invest in gifts this year. Unity said 32% of Gen Z shoppers plan to spend between $101 and $250, while 31% will spend less than $100. As generations get older, there is a greater willingness to spend more: 35% of Millennials, 43% of Generation X and 47% of Baby Boomers plan to spend between $251 and $500+ on gifts which underlines a strong commitment to Christmas shopping around the world. all age groups.
Overall, millennials plan to spend the most, albeit by a small margin.
Unity asked gamers how much they want to spend on Christmas gifts this year. Across all generations, 48% of respondents plan to use their mobile devices for holiday purchases. And 50% of Gen Zers plan to use their mobile phones for shopping. 47% of millennials plan to use their mobile phones for shopping. 48% of Gen X plan to use their mobile phone for shopping. And 39% of baby boomers and older plan to use their cell phones for shopping.
Takeaways
With shoppers starting holiday shopping earlier and increasingly reliant on mobile devices, brands must start engaging their audiences now. This is what Unity suggested:
Go after early shoppers: Adjust your holiday campaigns to match these early buying behaviors and leverage mobile to connect with consumers at the right time and place ahead of the holidays.
Harness the power of mobile gaming this holiday season: The holidays invite moments of togetherness and offer a chance to relax at the end of the year, but they can also bring stress. Mobile gaming can help offset the stress of the holidays. In fact, 44% of respondents cited mobile gaming as the ultimate holiday stress reliever, with Gen Z (47%) and Millennials (44%) leading the way.
Additionally, about 35% of all respondents say they use mobile games to combat holiday boredom.
How players feel about mobile gaming during the holidays
Regarding mobile games as a source of comfort and entertainment, the public expects to spend a significant amount of time gaming. Unity said 37% of Gen Z expect to increase their playtime during the holidays, while 29% of millennials feel the same way.
Unity also said marketers shouldn’t overlook Gen X and Baby Boomers+, as the holidays won’t stop them from enjoying their gaming experiences either.
A significant 33% of Gen Z, 44% of Millennials, 46% of Gen This commitment to mobile gaming underlines its role as an important source of relief amid the hustle and bustle of the holiday season.
and 13% of respondents say they are likely to play five or more hours a day, with 59+ year olds most likely to play at 14%. (That’s almost 30% of their entire day! – if they sleep eight hours).
With so much time being spent gaming, it’s no surprise that players are eager to embrace the holiday spirit through their favorite games. In fact, 23% of respondents say they are more likely to engage with holiday-themed in-game content, while 18% plan to spend more on in-game purchases this season, according to Unity.
The holidays provide a great opportunity for brands to connect with their audiences, as 44% view mobile gaming as a key stress reliever. Since many players are eager to engage with holiday-themed content and increase their playtime, you can take advantage of this trend to both increase engagement and leave a strong impression.
Mobile advertising plays an important role in shaping holiday shopping decisions, especially among younger audiences. Unity says 45% of Gen Zers report that mobile game ads influence their holiday gift purchases. As audiences age, the influence of advertising diminishes, with 32% of millennials, 27% of Gen
Unity said audiences are most likely to interact with advertisements for electronics (41%), followed by food and drink (29%). Rewarded video ads and playable ads are the most popular formats, with 38% saying they are likely to be interested in them. Offerwall ads are close behind at 33%.
Gen Zers prefer interactive ad formats: 42% prefer playable ads and 40% prefer offer wall ads that provide rewards. Generation X and Baby Boomers+, on the other hand, tend towards rewarded advertising. To maximize engagement, brands must focus on delivering creative and interactive advertising experiences.
The preference for attractive ad formats indicates that brands need to invest in creative, gamified advertising strategies to effectively reach and resonate with their audiences during the holiday season. Marketers can use rewarded or interactive ad units to reach new audiences and ensure audiences are receptive to seeing their ads.
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