Playing for Keeps: Top 3 Mobile Gaming Ad Trends of 2023

Chiara Patrizi
April 28, 2023
Playing for Keeps: Top 3 Mobile Gaming Ad Trends of 2023

This year the competition for mobile gamers' attention will be fierce and advertisers have no choice but to level-up their mobile game advertising strategy. In 2023, the world of mobile game ads will see many exciting trends, from interactive gameplay to personalized ads. It's time to step up your game and unleash creativity in new and exciting ways that will captivate mobile gamers around the world. Let’s explore the top trends in mobile gaming ads that will help you leave your competitors in the dust!

  1. Mobile games and the importance of ad creatives
  2. Different mobile gaming ads, different performance and costs
  3. Mobile games ad creatives trends 2023
  4. Mobile gaming ads 2023: focus on gamers' motivation
  5. Mobile gaming ads 2023: longer video ads, gameplay and dramatic storytelling
  6. Mobile gaming ads 2023: user generated content and the need for authenticity

Mobile games and the importance of ad creatives

Ad creatives are a key component of mobile app advertising campaigns that refer to visual and interactive elements developed to engage and persuade target audiences. There are various ad creatives formats, such as banners, videos, natives, playables, interstitials etc. and they are designed to persuade users to engage with the app. 

In the case of mobile gaming ads, they play a particularly important role as they have to stand out in an increasingly crowded and competitive market. Mobile gaming ads are often the first point of contact with potential gamers, and they need to be inviting, visually appealing, and informative to leave a lasting impression. The right ad creative can entice users to download a game, engage with in-app purchases, and create a loyal user base. With the right combination of visuals, messaging, and design, ad creatives can set a game apart from the hundreds of competitors fighting for user attention. 

Different mobile gaming ads, different performance and costs

Different ad creatives can have a significant impact on the performance and costs of mobile game marketing campaigns. Interactive ads that allow users to engage with the game or video ads that showcase gameplay can be more effective at capturing users' attention compared to static banner ads. However, dynamic ad formats often come with higher costs due to the amount of resources and development required. Costs are higher both for the production of the creative, especially for Video Ads formats, and for the purchase of advertising space in the app, the so-called app placement.

Measuring the value of ad creatives and analyzing their performance through metrics such as click-through rates (CTR) can help advertisers make data-driven decisions about their marketing strategy. Overall, careful consideration and testing of different ad creatives are crucial in achieving successful mobile game marketing campaigns.

Mobile games ad creatives trends 2023

  • Focus on Gamers Motivation.
  • Longer Video Ads, Gameplay and Dramatic Storytelling.
  • User Generated Content and the Need For Authenticity.

With the rise of immersive and interactive advertising formats, mobile game advertisers are likely to experiment with new and creative ways to engage their audiences. Finally, the growing importance of personalization is expected to influence mobile game ad creatives; advertisers may create ad experiences that are tailored to specific users with personalized messaging, visuals or gameplay that directly address individual preferences, behaviors or in-game actions. 

These trends are likely to shape the future landscape of mobile gaming ads, providing advertisers with new and exciting ways to connect with their audiences. Let’s analyze them in detail. 

Mobile gaming ads 2023: focus on gamers' motivation

What moves users to try a game? In 2023 mobile game ads will focus more on upgrading their creatives with gamer’s motivation. By understanding the motivations that drive players to engage with different types of mobile games, advertisers can create more targeted and personalized ad creatives that better connect with the audiences on a deeper level and that makes them come back to play.

One of the main gamers’ motivations is self-expression, which is basically all about game personalization. These kinds of  users are looking to express their personality while playing, therefore, renovation and makeover focused mobile game ads have seen the most success in capturing users attention, with almost 80% of wins. 

Basically, by prioritizing gamers' motivations, advertisers can create more engaging and immersive ad experiences that encourage players to continue playing the game beyond the initial install. 

Mobile gaming ads 2023: longer video ads, gameplay and dramatic storytelling

In 2023, mobile game ads are expected to focus on longer video ads, featuring gameplay and dramatic storytelling. Longer video ads will give more time to showcase the features and gameplay of the mobile game, as well as provide a more immersive experience for viewers. Even though Video Ad Formats are more expensive than other ones, such as banners, they are also the most profitable formats in terms of ROI.

By incorporating dramatic storytelling into these creatives and showing off multiple game mechanics, not only advertisers will appeal to the emotions of users, but they will also attract more types of players.

The dramatic narrative will help you to catch your users attention and make them invested in your mobile game’s story, whereas the gameplay answers the need of users to know what to expect when they download the game and will attract high-quality users who are more likely to generate revenue for your mobile game.

Mobile gaming ads 2023: user generated content and the need for authenticity

One of the latest trends in Mobile Game Ads are User Generated Contents, a Native Ad Format that is displayed on social media platforms, especially on TikTok. 

This format includes video contents, in which creators address directly the camera and recommend a particular app, or in the case of Mobile Games gameplay footage or reviews. 

User Generated Contents answer the need of users for authenticity, in fact this format helps to create a bond with your target audience. By seeing an ordinary person speaking about a mobile game and maybe suggesting they play it, users have the feeling that they are talking to a friend and  this sense of authenticity leads them to trust the content creator and to download and play the game.

Additionally, user-generated content can be a cost-effective way of creating ads, as companies can leverage their existing player community to create content and promote their brand. Overall, user-generated content is becoming an increasingly important tool in the mobile gaming industry for creating engaging and effective ads that can help drive user acquisition and revenue growth.

Key Takeaways

In conclusion, the trends in mobile gaming ads for 2023 show that the industry is in a constant state of evolution, as market players compete to win the attention of the mobile gaming audience. The trends reveal that longer video ads featuring gameplay and dramatic storytelling, ads with a special focus on users' motivation and UGC will dominate the market. Mobile game ads in 2023 offer a world of possibilities, and the future is bright for those who can adapt and thrive in this ever-changing landscape. So let's buckle up and see what the mobile gaming ads world has to offer in 2023!