Defining ‘premium’ in mobile gaming: What it means for advertisers

The success of mobile gaming ad campaigns hinges on partnering with a reputable game studio and meeting players' expectations for premium ad formats. But not all games or studios are created equal. Players consider graphic quality, enjoyment, and challenge when choosing a premium mobile game, with thoughts on the accompanying ads also influencing their choice.

Together, premium games and ads engage and immerse players and ultimately enhance their overall experience.

Creating seamless brand experiences:

Premium mobile games are ones that offer an unparalleled user experience, with stunning graphics, immersive gameplay and engaging storylines. 73% of all gamers already think of mobile games as high quality, and the vast majority of mobile gamers can also identify at least one attribute that can make a mobile game “premium.”

These elements not only attract mobile gamers but also keep them engaged for longer periods. 64% of mobile gamers have been playing on mobile for more than 5 years, and of all gamers, 79% are playing on mobile every day. Regular updates, new content and strong community support further contribute to the appeal of premium games

Seamless brand experiences are crucial in the premium game environment, as they enhance the player's immersion and overall satisfaction. By integrating well-crafted and relevant advertisements, the game maintains its high-quality appeal and keeps players engaged. Consequently, premium games demand premium ad experiences to create a cohesive and captivating atmosphere, ensuring both the game and the brand leave a positive, lasting impression on players.

Unobtrusive in-game advertising formats, such as rewarded videos and playable ads, can deliver a positive experience for mobile gamers while benefiting advertisers. Incentivised ad options, like offering in-game rewards or access to premium content, can also boost customer acquisition and retention.

Optimizing ad placements in popular game genres:

Understanding what game genres players consider premium, and why they play is fundamental to choosing the right game to partner with. Our research shows that the most common reason mobile gamers play is to pass time, followed by having fun. It makes sense, then, why puzzle games are considered the most premium genre by both mobile-first and PC/console players. Puzzles provide players with an engaging and mentally stimulating experience that can easily fit into the spare moments of their daily lives.

The appeal of puzzle games lies in their ability to provide a satisfying sense of accomplishment as players successfully solve each challenge. Additionally, the diverse range of puzzles in these games cater to different skill levels and preferences, making them accessible to a wide audience.

The benefits of partnering with premium game studios:

For brands looking to maximise impact in mobile gaming, aligning with premium publishers is key. High-quality games attract dedicated players, fostering deeper engagement and trust - elements that extend to the ads within them. Thoughtfully placed, immersive ad experiences within premium games ensure campaigns resonate, driving stronger brand recall and action. As mobile gaming continues to grow, prioritising partnerships with reputable studios will be crucial for brands aiming to reach vast, engaged audiences in an environment that enhances rather than disrupts the player experience.

Learn more in our research, Premium By Design, where we analysed and defined what makes games and advertising “premium” according to gamers.