The mobile gaming industry is constantly evolving, as are gamers, who have changed their consumption habits over the past few years. Since the COVID-19 pandemic, mobile gaming skyrocketed to record levels, as it became one of the preferred activities during social isolation and currently that trend continues. Within this framework, Cisneros Interactive, an Entravision company and a leading digital marketing company in Latin America, developed together with Justmob, a company belonging to Cisneros Interactive, a leader in mobile marketing, an investigation on the consumption of mobile games in Latin America, specifically in Argentina, Brazil, Chile, Colombia, Mexico and Peru. because the playful has become popular in the digital. At present, mobile games are widely available, so the analysis seeks to demonstrate that everyone, in some way, plays through a mobile device. And for that reason, it is relevant to note that advertising in games became an important part of the media mix, since gamers are the second largest digital audience after those of social networks. The general picture of Argentine gamers, among men and women over 18 years of age in the country shows that Argentines are very fond of mobile games, more than 50% play with a daily frequency and 70% at least 3 times a day.” During the isolation, this hobby increased and 70% spent more time playing during this period, especially those over 35 years old,” says Gonzalo Borras, General Director Audio & Mobile of Cisneros Interactive, adding: “What is even more interesting, is that this trend does not seem to change, since 3 out of 5 players intend to continue playing with the same intensity after the pandemic.” One of the most interesting aspects that the research shows is that the smartphone is the absolute king of devices when choosing how to play: 3 out of 4 use it preferring it before the Tablet or the PC.La which is why the different generations of Argentines are fans of mobile games, is the wide variety of offer that exists in the market: action games, sports, and strategy are the most chosen. Candy Crush is the choice of women and men, who also opt for PUBG. These games function as moments of disconnection in a hyper-connected world, not just during the pandemic. Adults and adolescents needed these types of distractions to cope with isolation, but as a space of relaxation within daily life.” Entertainment is the main reason why men and women choose mobile games but also enjoyment and relaxation are other reasons why they choose to play”, explains Borras based on the following data: “3 out of 4 feel very happy or happy playing and 73% consider that playing is a way of socializing”. The report also shows that ads became a fundamental part of the gaming experience and 86% say they choose to watch ads to get lives and /or extra content within the game while also expressing a positive attitude about their experience with ads.
“The surveys confirmed something we already knew: Argentine gamers not only play, but also make in-app purchases while doing so: 57% spend money on getting new lives for the game or extra content,” says the General Director Audio & Mobile at Cisneros Interactive and shows that ads are a fundamental part of the gaming experience. This study allowed us to observe that this industry is constantly evolving and that it is the ideal scenario for brands, since it allows them to achieve a great reach in an environment that receives them positively. This trend is already consolidated and will continue to grow over time,” concludes Borras.
