Advertising companies have flocked to the increasing popularity of social and mobile games. We have all seen them, lurking on the side menus, pausing our game to view a 3 second video, it’s these and many other techniques that advertising companies are getting their client’s businesses heard and seen. And it works! A company by the name of MediaBrix is the first to venture into this territory and gather data on social game advertising. With data collected from July through December of 2012, results were driven from over 100 gaming sight advertising projects and 100 billion impressions. 
Click Through Rate
From data collected by a company called MediaBrix, they have determined that the numbers for click through rate are through the roof with ads on social gaming sites, as high as 91% at times for percent completion rate. This is indicating that almost 100% of all social gamers who encounter an ad within their social game would likely click on the ad and purchase something. Even popular sites, such as Facebook, are only bringing in 0.7% to 3.64% click through rates, as published by eMarketer. Click through rates are important to website rankings in determining profitable content and making the site worthy.
How Do They Do That?
And just how do they accomplish such high results? Researchers say that it seems to dwell from the emotions that social games give people. People turn to social games from all different emotions. But once they are enthralled into their game of choice, their mood begins to change to a more joyful, positive feeling.
Or is it that fact, that maybe sitting in your office on a Friday afternoon, waiting for the clock to strike 5, you feed your boredom and pass the time playing your social game of choice. Up pops an intriguing ad to your left and your off. You think to yourself, “might as well, I don’t have anything better to do to pass the time” and moments later you find yourself purchasing that very item from that ad. The “how” is limitless, but the drive is everything.
MediaBrix findings also delivered an interesting comparison of completion rates from other ads such as video ads. They found that social gaming ads beat video ads out of the park on news sites and lifestyle sites. Social gaming ads only category of advertising it fell short in was video episode players. However, it thrived yet again when it came to Facebook ads and standard banner ads found on mobile and standard sites for click through rates. Other than that, social gaming ads hit the nail on the head with click through rates. 
What’s the Future Look Like?
So what does this leave for social gaming advertising for the future? With technology evolving faster than we can keep up, mobile devices and other platforms are inventing different tools to block unwanted content. With the adaption of core mobile technology that the Nvidia’s Project shield is being programmed with, advertising companies have to devise ways around this technology.
Another one to look out for is the Razor’s Fiona, the answer to how exactly click through rates will be effected by these tools, and more than likely many more to come, will be interesting to watch.
Another one to look out for is the Razor’s Fiona, the answer to how exactly click through rates will be effected by these tools, and more than likely many more to come, will be interesting to watch.
It is estimated that in only a couple of years, mobile gamers will increase to almost 160 million faithful followers, devoting their time either from boredom, time management or just merely pure interest to their favorite game. This leaves a limitless and rich fulfilled opportunity for many businesses to leave their little voice in a big industry.
Author Bio: Michael Clark has authored the post. He is working from past 3 years in the video gaming industry. He also writes content for the site Tom and Jerry Games 365 and now planning to open an independent game designing studio.
