The way consumers interact with gaming content has fundamentally changed over the last 5 years, and mobile devices have emerged as the leading platform where consumers look to discover and play new games. Major incumbent videogame publishers like EA, Capcom and Activision have invested heavily to bring their major franchise hits to mobile, and new independent game studios like Algrium and MAG Interactive are launching new original games and gaining tens of millions of users globally in a hurry!.
Games was the leading app category on our own platform in 2012, and with this in mind, we decided to take a take a closer look at gaming apps, and break down the category in a special edition of our Mobile Mix report.
One of the first things to highlight from the report is the tremendous variety of different games on our platform.
Whether this is an arcade game like Rovio’s Angry Birds, a puzzle game like Big Duck Games’ Free Flow or a word game like MAG Interactive’s Ruzzle, consumers are engaging in record numbers. Ruzzle, a relatively new game has quickly amassed over 25,000,000 global players and has been the number one word game on the Apple App Store in over 50 countries.
This speaks to the overall consumer appetite for mobile gaming content. Mobile devices aren’t just suited for one type of game, but instead, any game with the right combination of ease of use, stickiness and creativity can be successful.
Another important point to call out is that the gaming ecosystem encompasses multiple devices, operating systems and countries. This is truly a global business. One of our developer partners, Alegrium is based out of Jakarta Indonesia, and their app “Icon Pop Quiz” has delivered almost 400 million impressions in a single month. If you haven’t played this game yet, you need to give it a try.
Finally—the last point to mention is that the consumers engaging with ads in mobile games are incredibly diverse. The top performing audiences inside mobile gaming apps ranged from Movie Buffs to Fashionistas, and in turn, we saw a wide range of different verticals advertising in gaming apps to reach these audiences.
We at Millennial Media are very excited to be in center of this ever changing ecosystem. To check out more insights from the report, you can download the full version on our website at http://www.millennialmedia.com/mobile-intelligence/mobile-mix/