The Online Gaming industry has seen an upsurge during the pandemic, with user engagement growing considerably throughout 2020. Paytm First Games, an Indian mobile-based online gaming platform, saw a 200% increase in the user base during the pandemic, with 75,000 new users.

During the lockdown period, there was an increase in user engagement in online gaming in the age group of 25–35 years .The reason for the increased uptake in Indian gaming is because most people are now home, and there are few leisure activities that individuals can participate in on a daily basis. As people deal with the lockdown, gaming has emerged as a key tool for people to keep in touch with their families, relatives and friends. With growing data consumption, rising disposable income, and digital payments user base showing an upsurge, the online gaming consumers market is rising fast in terms of usage and monetisation.  

Advertisers and publishers lead the monetisation avenues for game developers today. High volumes translate to a larger user base, which helps in generating revenues from in-app purchases and higher brand awareness for the production house. Strategy, puzzle and skill, or chance-based games drive the revenue opportunity for developers in the Indian market. Industry players are discovering more ways to get their brands in front of gamers, both on console and mobile games.

Mobile games are increasingly moving towards association with a brand, whether it’s a car brand like Mercedes, or a Bollywood celebrity like Hrithik Roshan. Major game developers are switching their focus on creating games tailored to a mobile audience. Partnering with a well-known brand is a great way for mobile game publishers to get attention in an increasingly competitive marketplace.

The gaming industry generates a rich trove of data, which grants marketers opportunities to do affinity-based targeting to reach relevant audience and maximize return on investment (ROI). As gamers increase in numbers, their social engagements also increase, providing marketers with more insights into their behaviors – where they frequent, what other games/genres they play, what brands they like. By capturing this wealth of social insights, brands can build audiences that target the actual interests of gamers, creating more efficient campaigns through advanced relevance.

Are you looking to build a relationship with your customers through social audience based insights via online games? Our audiences power mobile and console game publishers, allowing them to increase their reach while decreasing spend through advanced audiences built on social insights. Reach out to audiences@affinityanswers.com to find out how affinity-based audiences can enhance your buyer-driven brand strategies.