Adventures in AppLand: Mobile Advertising

As we step into the holy month of Ramadan, let’s delve into the realm of mobile gaming—a rapidly growing space ripe with potential for advertisers. With shortened working hours and a relaxed, positive mindset prevailing, individuals are turning to their mobile phones, embracing gaming as a preferred source of entertainment during this festive season.

Looking at the insights, there is a remarkable surge in monthly active users during Ramadan, soaring up to 30 per cent, indulging in gaming sessions lasting an average of 30 minutes, occurring at least 3-4 times a day. This translates to a substantial average of 14 hours per week.

What makes this trend noteworthy is the prevalence of rewarded advertising in mobile gaming, where gamers willingly engage with ads to unlock rewards, offering a golden opportunity for brands to captivate audiences in an attentive and engaged state.

Key Insights:

In prime markets such as KSA, UAE, Egypt, and Iraq, mobile usage during Ramadan among Muslims has witnessed an impressive 38 per cent upswing.

Video Campaign Analysis:

Comparing pre and during Ramadan periods, brands creating dedicated videos for the season experienced a 52 per cent surge in ad impressions, a 45 per cent increase in campaign spend, and an outstanding 53 per cent video completion rate.

Shopping Channels:

Mobile emerges as the favored shopping channel during Ramadan, commanding a 55 per cent share, followed by physical stores at 33 per cent, and desktop at 12 per cent. Noteworthy shopping categories include Fashion/Clothing at 18%, Home Décor and Gifting at 11 per cent, Home Appliances at 9 per cent, and Automotive at 8 per cent.

Consumer Shopping Habits:

The majority of MENA consumers plan their Ramadan shopping weeks in advance, with 36 per cent planning 1-2 weeks prior. Spending during Ramadan saw a substantial 44 per cent increase between 2022 and 2023, with a concurrent 46 per cent surge in Eid Al-Fitr gift expenditures.

Consumer Behavior in Mobile Gaming during Ramadan:

In 2023, 30 per cent of mobile gamers in MENA chose to play games during fasting hours, contributing to a 17 per cent spike in mobile gaming sessions. A noteworthy shift in consumer behavior within this digital space during the holy month.

MENA Audiences: Pokkt insights reveal distinct shifts in consumer behavior during Ramadan:

Male Audience Segment:

  • Average session time increases from 25 to 35 minutes.
  • Daily gaming sessions surge from 3 to 5.
  • Preferred genres: sports, casual, and strategy games.
  • Preferred gaming times: 5am to 7am and 7pm to 10pm.

Female Audience Segment:

  • Average session time increases from 21 to 27 minutes.
  • Daily gaming sessions increase from 3-4.
  • Preferred genres: casual puzzles and simulation games.
  • Preferred gaming times: 6am to 9am and 6pm to 9pm.

Millennial Audience Segment:

  • Average session time increases from 24 to 40 minutes.
  • Daily gaming sessions increase from 3-5.
  • Preferred genres: board games, casual, and puzzles.
  • Preferred gaming times: 6am to 9am and 5pm to 8pm.

In summary, the intersection of Ramadan, mobile gaming, and advertising unveils a realm of opportunities for brands to engage with a captivated audience. As the holy month unfolds, the mobile gaming landscape proves to be a dynamic platform for creative and impactful advertising strategies.

-By Pankaj Arora, Vice President – POKKT Mobile Gaming, AnyMind Group