Presented by:

Modern Mobile Gamer:

THE MARKETER’S GUIDETO HOLIDAY GAMING TRENDS

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Table of Contents

3. Executive Summary

16. About Tapjoy

4. Introduction

5. Key Findings

contact@tapjoy.com

To talk to a Tapjoy representative, please contact:

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Executive Summary

80% of mobile gamers report that they play more often during the holidays. 30% estimate that they play an additional three or more hours per day.

57% of gamers report that they are more likely to watch video ads and complete other rewarded offers during the holidays.

72% of gamers intend to download a new game during the holidays. Most estimate they will download 2-4 new games, but more than a quarter anticipate they will download at least 5.

Movie trailers and entertainment ads top the list of mobile gamers’ most preferred holiday ads, with 32% stating that they would likely click on one. 72% of these respondents report that they are also more likely go to a movie theater during the holidays.

Holiday downtime drives spike in mobile game engagement

Engagement with in-app ads also climbs during the holiday season

Most gamers will download and try out new games during the holidays

Movie trailers and entertainment ads strike a chord with mobile gamers

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School or work breaks mean additional leisure and downtime for many, while most B2C businesses ramp up for their biggest quarter of the year.

We wanted to know how these trends might affect mobile gaming behaviors and moreover, what it means for marketers seeking to target that audience.

Introduction

Ah, the winter holidays: otherwise known as “the most wonderful time of the year”.

Do gamers play more often during the holidays? Are they more likely to download and interact with a new game? Are they more likely to engage with in-app ads? And what types of ads appeal to them most during the holiday season?

To explore these questions and more, Tapjoy surveyed 20,929 mobile game users in the US and EMEA during October, 2017.

Key Findings

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80% of mobile gamers report that they play more often during the holiday season.

30% estimate that they play an additional three or more hours per day; 11% report an additional five or more hours per day.

During the holidays, mobile gamers play more hours per day

During the holiday season, how many more hours (on average) do you play mobile games per day?

Up to an hour

1 - 2 hours

5 or more hours

3 - 4 hours

I don’t play more

during the holidays

11%

28%

21%

19%

20%

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72% of gamers intend to download a new game during the holiday season. Most gamers estimate that they will download 2-4 new games, but more than a quarter anticipate they will download at least 5. 90% of those who intend to download at least one new game will play at least an hour more per day during the holidays. 36% will play an additional three or more hours per day.

The majority of gamers will download, try out new games during the holidays

How many new games are you likely to download during the holidays?

0

1

2 - 4

5 or more

28%

28%

12%

31%

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Gamers are most likely to download new Action or Puzzle titles

Women are slightly more likely than men to download a new game during the holidays. Of those who intend to download at least one new game, 52% identify as female and 48% as male.

Action, Logic/Quiz/Puzzle and Adventure games take the cake as the most popular game genres among all respondents. When pivoted by gender, the rankings shift slightly: Women are most likely to download a Logic/Quiz/ Puzzle game, while Men are mostly likely to select an Action title.

What type of new game are you most likely to download during the holiday season?

2 Logic/Quiz/Puzzle

1 Action

3 Adventure

4 Strategy

5 Simulation

6 Casino/Card

7 Educational

8 Role-Playing/RPG

9 Sports

Most popular genre for women:Logic / Quiz / Puzzle

Most popular genre for men:Action

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Users who are likely to watch video ads and complete other offers during holidays:

57% of gamers respond that they are more likely to watch video ads and complete other rewarded offers during the holiday season.

This group is about evenly split between men and women, but skews slightly younger.

These findings are validated by Tapjoy’s user behavior data. During Q4 2016, the ad platform noted a steady increase in the total number of Monthly Unique Ad Viewers (the unique count of device IDs that viewed an ad during a particular month) – a 4% lift between October and November, and a 13% lift between November and December.

Holidays drive lift in in-app ad engagement

Female51%

Male49%

18 - 24

Age Breakdown

25 - 34

35 - 44

45 - 54

55+

34%

29%

19%

9%

9%

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Rewarded video ads and surveys appeal most to mobile gamers

The survey presented respondents with a list of various ad and offer types and asked them to check all that they would be willing to complete in exchange for an in-game reward (e.g. coins, speed-ups).

“Watching a video” ranked highest among respondents, followed by “completing a survey” and “downloading a new app”.

Top offers that mobile gamers are willing to complete in exchange for an in-app reward:

2 Completing a survey (CPA)

1 Watching a video (CPV)

3 Downloading a new app (CPI)

4 Downloading and completing the first level of a new app (CPE)

5 Signing up for a new service (CPA)

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Gamers are most interested in ads for movie trailers and entertainment, games and apps

The survey presented respondents with a list of ad types and asked them to check all that they would be likely to click on during the holiday season.

Overall, movie trailers and entertainment took the top spot, followed by ads for other mobile games or apps.

This trend held consistent for women, but for men, ads for mobile games or apps took the top spot.

Among different age groups, the top-ranking ad type varied, with retail-shopping ads appealing to mobile gamers 45 and older.

During the holiday season, which type of ads are you most likely to click on?

Most popular ad types by age group

2 Ads for other mobile games or apps

25-34: Movie trailers and entertainment ads

1 Movie trailers and entertainment ads

18 - 24 Ads for other games or apps

3 Retail/shopping ads

35-44: Movie trailers and entertainment ads

4 Food/grocery ads

45-54: Retail/shopping ads

5 Children’s toys or entertainment ads

55+: Retail/shopping adsMovie trailers & entertainment ads

Most popular ad type for women

Ads for other mobile games or apps

Most popular ad type for men

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Movie trailers and entertainment ads topped the list of mobile gamers’ most preferred holiday ads, with 32% of all respondents stating that they would likely click on one.

61% of mobile gamers report that they are more likely to go to the movie theater during the holiday season. Among those who specifically stated that they would click on an entertainment ad, this figure is even higher – at 72%.

Movies and entertainment hit the sweet spot with mobile gamers

Are you more likely to go to the movie theater during the holiday season?

Yes

No

61%

39%

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Tapjoy’s Maximum Impact PlatformTM provides mobile engagement and monetization services for leading advertisers and app developers. Advertisers rely on Tapjoy’s diverse suite of rewarded InterplayTM ads, including video and rich media, to impact performance.

Developers utilize our technology and mobile expertise to acquire and monetize users. The Tapjoy SDK is currently embedded in over 20,000 mobile apps, reaching more than 600 million monthly active users. A 2016 comScoreTM study confirmed that Tapjoy Interplay® ads deliver an unprecedented 3x lift across all brand metrics. The company works with Fortune 500 brands, as well as the Top 200 grossing app developers.

Founded in 2007, Tapjoy is a global organization with more than a dozen offices worldwide and is headquartered in San Francisco.

About Tapjoy

125MM+Monthly active users

North America

600MM+Monthly active users

Global

20K+Active apps

contact@tapjoy.com

To talk to a Tapjoy representative, please contact:

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