How marketers should advertise to mobile gamers during the holidays | Unity

Ads are a bigger part of mobile game revenues these days, and Unity is unveiling its playbook for mobile game advertisers to increase revenues in the holidays through ads.

Unity said it surveyed 4,094 U.S. adults for mobile game marketers to uncover insights into how mobile game brands can land on the nice list during the holidays. The goal is to enable marketers to be proactive and more precise with their holiday ads.

Of those surveyed, Unity said 54% identified as female, 30% as male, 11% as gender fluid, nonbinary or genderqueer, and 5% preferred not to answer.

With the holiday season quickly approaching, preparation and timing are crucial, and as Unity’s data shows – it’s never too early to think about your holiday advertising strategy, since holiday shopping for most is a year-long activity.

Unity said 24% of shoppers plan to buy the majority of their holiday gifts during Black Friday and Cyber Monday, while 21% do their shopping throughout the year. In other words, holiday spending has already begun. Most notably, only 12% of respondents plan to do their shopping in December, highlighting the need for brands to engage consumers early.

Unity asked when mobile gamers plan on buying the majority of your holiday gifts this year. Gen Z shoppers are most proactive, with 25% planning to buy their holiday gifts throughout the year and 21% starting their shopping even earlier—kicking off in October rather than waiting for Black Friday and Cyber Monday.

When it comes to holiday spending, consumers are ready to invest in gifts this year. Unity said 32% of Gen Z shoppers plan to spend between $101 and $250, while 31% will spend less than $100. As the generations get older, there’s an increased willingness to spend more: 35% of millennials, 43% of Gen X, and 47% of baby boomers plan to spend between $251 and $500+ on gifts, highlighting a strong commitment to holiday shopping across all age groups.

Overall, millennials are planning to spend the most, albeit by a small margin.

Unity asked gamers how much they plan to spend on holiday gifts this year. Across all generations, 48% of respondents intend to use their mobile devices for holiday purchases. And 50% of Gen Zs plan to use their mobile phones for shopping. 47% of Millennials plan to use their mobile phones for shopping. 48% of Gen X plan to use their mobile phones for shopping. And 39% of baby boomers and up plan to use their mobile phones for shopping.

Takeaways

As shoppers begin their holiday shopping earlier and increasingly rely on mobile devices, brands must start engaging audiences now. Here’s what Unity suggested:

Go after early shoppers: Tailor your holiday campaigns to align with these early shopping behaviors and leverage mobile to connect with consumers at the right time and place ahead of this festive season.

Leverage the power of mobile gaming this holiday season: The holiday season invites moments of togetherness and offers a chance to unwind at the end of the year, but it can also bring its share of stress. Mobile gaming can help offset any holiday stress – in fact, 44% of respondents identified mobile gaming as the ultimate stress reliever over the holidays, with Gen Z (47%) and Millennials (44%) leading the way.

Additionally, about 35% of all respondents say they turn to mobile games to combat holiday boredom.

How players think about holiday mobile gaming

Turning to mobile games as a source of comfort and entertainment, audiences anticipate spending a considerable time gaming. Unity said 37% of Gen Z expect to increase their playtime during the holidays, while 29% of millennials feel the same way.

Unity also said marketers shouldn’t overlook Gen X and baby boomers+ though, as the holiday season won’t deter them from enjoying their gaming experiences either.

A significant 33% of Gen Z, 44% of Millennials, 46% of Gen X, and 37% of baby boomers+ say they’ll play over three hours of mobile games per day during the holidays. This dedication to mobile gaming underscores its role as a key source of relief amidst the holiday hustle and bustle.

and 13% of respondents say they’ll likely play for five or more hours a day, of which 59+ year olds were the most likely to at 14%. (That’s almost 30% of their entire day! – if they’re sleeping eight hours).

With so much time spent gaming, it’s no surprise that players are eager to embrace the holiday spirit through their favorite games. In fact, 23% of respondents say they are more likely to engage with holiday-themed in-game content, while 18% plan to spend more on in-game purchases this season, Unity said.

The holiday season offers a prime opportunity for brands to connect with audiences, as 44% identify mobile gaming as a key stress reliever. With many players eager to engage with holiday-themed content and increase their gaming time, capitalize on this trend to drive both engagement and leave a strong impression.

Mobile ads play a significant role in shaping holiday shopping decisions, especially among younger audiences. Unity said 45% of Gen Z report that ads in mobile games influence their holiday gift purchases. As the audience ages, the influence of ads decreases, with 32% of millennials, 27% of Gen X, and 16% of baby boomers+ saying they are influenced by ads.

Unity said that audiences are most likely to interact with ads for electronics (41%), followed by food and beverages (29%). Rewarded video ads and playable ads are the most popular formats, with 38% indicating they would most likely engage with them. Offerwall ads come in close behind at 33%.

Gen Zs show a preference for interactive ad formats, with 42% favoring playable ads and 40% preferring offerwall ads that provide rewards. In contrast, Gen X and Baby Boomers+ lean towards rewarded ads. To maximize engagement, brands should focus on delivering creative and interactive ad experiences.

The preference for engaging ad formats indicates that brands should invest in creative, gamified advertising strategies to effectively reach and resonate with audiences during the holidays. Marketers can leverage rewarded or interactive ad units to reach new audiences and ensure audiences are open to seeing their ads.