New research by Omnicom Media Group (OMG) APAC, titled ‘Unlocking Gamers in Asia Pacific,’ indicates that in-game mobile ads are a serious turn-off for gamers in the region.
The study, which surveyed 12,204 respondents across 13 markets including Australia, India, China, and others, revealed that most gamers find ads too intrusive, leading them to discontinue playing. Respondents expressed a preference for seasonal or rotational in-game ads, with varied responses regarding the impact on real-world purchases.
Interestingly, Indian gamers view in-game mobile ads positively, considering them a favorable experience. In contrast, gamers in Hong Kong criticize brands for being uncreative and dull, possibly attributed to the overwhelming number of ads and their repetitive nature.
PwC predicts that gaming ad revenue will hit $100 billion by 2025, indicating a growing interest from brands in this sector. The report, focusing on advertising and brand attitudes, gaming behaviors, preferences, and online engagement, aims to provide a comprehensive understanding of gamers in the region.
Nina Fedorczuk, Chief Enablement Officer at OMG APAC, emphasized the need for brands and marketers to recognize the diverse nuances within the gaming ecosystem. She suggested that it is insufficient to treat gamers as a niche audience, emphasizing the importance of identifying the right approaches to add value to the gaming experience rather than disrupting it. Fedorczuk highlighted the dynamic nature of the gaming universe, where individuals engage in different gaming moments, ranging from weekend social interactions to quick weekday commutes.
The research included 12,204 respondents and applied an equal gender split between males and females across 13 markets. These include Australia, India, China, Indonesia, Philippines, Malaysia, Singapore, South Korea, Thailand, New Zealand, Taiwan, Hong Kong, and Vietnam. Slightly more than two-thirds of respondents were aged 25 to 44 years old. The remaining 20% were aged 18 to 24 and 13% aged 45 to 54.
