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New Liftoff + Vungle Report Reveals The Most Effective Video Ads for Acquiring Hyper-Casual, RPG, Social Casino, and Other Mobile Gamers

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Full-screen video ads that are 37 seconds long, combined with video end cards, are the top-performing mobile ad creative targeting hyper-casual mobile gamers. That’s one of the key findings in a new study published today by Liftoff + Vungle (www.vungle.com), a leading mobile performance advertising platform. Titled Mobile Game Video Ads Analysis: Optimal Video Lengths and End Cards, the new report analyzes performance data from Vungle’s advertising platform of over 1 billion devices to provide creative guidance for mobile game marketers in genres including Social Casino, Strategy, Role Playing, and more.

Through an analysis of 3.7 billion ad impressions and the resulting installs, the report explores how parameters like end card type and ad duration can be adjusted to appeal to different kinds of gaming audiences. For example, the most effective creative for hyper-casual gamers—currently the largest audience in mobile gaming—is a full-screen video ad with a video end card. The duration of the ad should be around 37 seconds, the approximate length of a hyper-casual game round.

The study also revealed the top-performing ad creative for other gaming genres, including:

  • Role-playing games: Long-form ads that explore specific game mechanics are the best way to capture the attention of RPG audiences, who are eager to dive into detail-rich experiences. Forty-six seconds is the ideal length, while looping video end cards drive the best performance for the end card.
  • Social casino games: Social casino gamers favor concise ads that are short and sweet—mirroring the rapid game cycle of these titles. The top-performing duration for these ads was 10 seconds, and the winning end cards were standard end cards.
  • Strategy games: There is room for numerous ad durations to succeed with strategy gamers, as ads 20 seconds long to those reaching 40 seconds can produce strong results. That said, the data revealed the 33-second mark was the happy middle ground and that app store end cards, which automatically redirect players to the app store front page, stood out among the end card options.
  • Puzzle games: While relatively short video ads that clearly illustrate the puzzle’s mechanics work well for this audience, advertisers can see success with numerous creative combinations. The study found the optimal duration for ads was 22 seconds and the best end card was an app store link.

“To thrive in the highly competitive mobile environment, app marketers have to understand how to build and run successful campaigns, and that all starts with effective ad creative,” said Si Crowhurst, VP of Creative Labs & Brand at Vungle. “Our in-house team, Vungle Creative Labs, diligently designs, tests, and iterates on mobile ad creative. We understand what mobile game marketers are up against when they’re optimizing creative, and we wanted to share hard data to help them boost their performance.”

Vungle Creative Labs is an award-winning studio that blends creative, technology, and data insights to design compelling mobile experiences for its clients. Staffed by a diverse collection of data scientists, creative analysts, product managers, and engineers, the team performs in-depth, weekly testing across Vungle’s global network to ensure the latest data inform their clients’ campaigns. After each test, the team integrates its findings into its engineering, product, data science, and performance optimization strategies. Vungle Creative Labs served as the research arm behind the new report.

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Mobile Game Video Ads Analysis: Optimal Video Lengths and End Cards provides in-depth analysis for mobile game marketers looking to grow their user bases via high-performance ad campaigns. The report is now available for download from Vungle’s website at https://performwith.vungle.com/mobile-game-video-ads-analysis.

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Canada

Play’n GO announces partnership with Canadian operator Loto-Québec

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Play’n GO, the world’s leading casino entertainment provider, has today announced a partnership with Canadian operator Loto-Québec, launching the Swedish gaming giant’s games into another Canadian province.

Already active in another Canadian province , this partnership sees Play’n GO’s content available in the province of Québec exclusively with Loto-Québec, a state-owned corporation, where online players now have access to titles such as Tome of Madness. 

Magnus Olsson, Chief Commercial Officer, Play’n GO said: “At Play’n GO, we have always been clear in our vision to be active in every regulated market in the world, and this partnership with Loto-Québec is the next step on that journey.

“Our past success in Canada gives us confidence that players in Québec will enjoy the best Play’n GO content, and we look forward to many years of success with Loto-Québec in the province.”

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Stéphane Martel, Head of Product and Innovation at Loto-Québec added: “As the sole iGaming operator in Québec, we pride ourselves on offering titles that truly add value to our platform, lotoquebec.com. We are happy to bring Play’n GO games to our players.”

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Canada

Court Decision Upholds iGaming Ontario’s Model

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iGaming Ontario has welcomed the decision of the Ontario Superior Court, which found that iGaming Ontario’s model is consistent with the Criminal Code and that iGaming Ontario is conducting and managing igaming in the province.

“We have always been confident in our model and are pleased that the court has ruled in our favour, and that Ontarians can continue to play with confidence in our regulated igaming market,” said Martha Otton, Executive Director of iGaming Ontario.

“Ontario’s model meets the requirements and contributes to the public good by protecting players, their data and their funds, while helping to fund priority public services in Ontario, and bringing well-paid, high-tech jobs and economic development to Ontario,” Otton added.

In dismissing the application brought forward by the Mohawk Council of Kahnawà:ke (MCK), the Superior Court found that iGaming Ontario is the “operating mind” behind Ontario’s competitive igaming market in accordance with the conduct and manage requirements of the Criminal Code.

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iGaming Ontario will continue to conduct and manage igaming as it has since the launch of the regulated market on April 4, 2022.

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Bragg Gaming Group

Bragg Gaming Appoints Renowned iGaming Executive Neill Whyte as Chief Commercial Officer

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Bragg Gaming Group, a global iGaming technology and content provider, announced that Neill Whyte has been appointed as Chief Commercial Officer (CCO), effective 1st May 2024, establishing a new global commercial structure at the Company and bolstering its leadership team.

Whyte brings over 18 years of experience in the iGaming sector, most recently in the role of Chief Commercial Officer at Digital Gaming Corporation’s (DGC), B2B iGaming Division. After joining DGC in early 2020, he was responsible for the commercially successful launch and growth of its content distribution business in the US.

Prior to joining DGC, Whyte held multiple positions in the gaming industry including as Head of Business Development at Isle of Man-based iGaming specialist Apricot Investments, as Board Member at Swedish iGaming product and Lottery content distributor Genera Networks, and in various senior roles over eleven years at leading iGaming content supplier Microgaming, including as Head of Product Channels.

In his new role with Bragg, Whyte will be tasked with leading the Company’s global commercial teams to drive growth across all of the Company’s product verticals which include proprietary online casino content from its Atomic Slot Lab, Indigo Magic and Wild Streak Gaming studios, exclusive content from content partners, HUB a leading casino content aggregation platform, Fuze player engagement, as well as its award-winning player account management (PAM) platform and turnkey solutions.

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Matevž Mazij, Chief Executive Officer at Bragg, said: “I am very pleased to be announcing today the appointment of Neill Whyte as Chief Commercial Officer at Bragg. His iGaming product and market knowledge, together with his record in driving growth from developing successful and mutually beneficial commercial partnerships are exceptional.

“As we leverage our broad content and product portfolio to grow in existing and new markets, including in the United States, Canada, Latin America and Europe, Neill’s unique combination of knowledge, skills and experience in this sector are a perfect fit for our ambitions at Bragg.”

Neill Whyte, Chief Commercial Officer at Bragg, said: “It’s an honor to join Matevž and the wider teams at Bragg already in place across North America, Europe and in India. I have been impressed with the depth and quality of the content, product and technology offerings at Bragg, and its ability to rapidly adapt, certify and deploy this content and technology in newly regulated markets is a distinct advantage.

“We also have a huge opportunity to grow our footprint with our existing customers in markets in which we are already established. Our content and product roadmaps are second to none, and I’m planning to get on the road in the coming weeks and months to meet the team and our customers and to start building for the next stage of mutual growth. I can’t wait to get going.”

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