The Mobile Games Developer Trends Study by Pocket Gamer Biz, in association with The Specialist Works, suggests mobile marketers are missing out on huge opportunities by not using traditional media channels.
The trends study created in conjunction with Pocket Gamer Biz, highlights that mobile brands aren’t utilising offline channels such as TV, Radio, OOH and print. The study of 250 mobile industry professionals shows that marketers are sceptical about using traditional media but would be open to a conversation about it now that results can be tracked, optimised and analysed.
The research has shown the most common reason for marketers not using offline channels was the lack of budget. To make offline channels more appealing they would need a higher available budget and lower campaign costs, along with more time and resources.
Here is a snapshot of some of the study’s key findings:
Only 17% of respondents had a good understanding of offline planning
Only 14% of respondents had a good understanding of buying
Only 13% of respondents had a good understanding of the potential results that can be achieved
Richard Downey, TSW Global New Business Director, Mobile: “When I’ve spoken to mobile first games publishers or marketers, I’ve always been surprised how amazed they are about the efficiency of offline channels to promote games. With the advances of technology, results are now easy to track and provide a great ROI. Offline analytics and agility have now been combined in a way that complements and synchronises with mobile marketing rather than trying to replace it. This now solves the challenges and concerns that mobile companies have about the transparency of TV, making it easier for them to take the leap into the world of offline.”