Reels and influencers key drivers for mobile game discovery in India: Meta GWI study

The study has called out reels, video advertisements, and influencer collaborations as powerful catalysts in driving game discoverability and sales.

Meta that gaming is a top three vertical for it. (Express file)

A recent study commissioned by Meta and conducted by audience research company GWI, reveals that gaming is becoming increasingly prevalent across the nation, with six in 10 smartphone gamers engaging in daily gaming sessions. This surge in popularity is particularly noteworthy in non-metro areas, where nearly half of casual gamers and 43% of real-money gamers reside.

The study sheds light on the pivotal role that social media platforms like Meta play in fueling this gaming frenzy. More than three-quarters of casual and real-money gamers in India discover and purchase new games through social media, with an overwhelming 90% of these discoveries occurring on Meta’s platforms, according to the study.

The study has listed reels, video advertisements, and influencer collaborations as powerful catalysts in driving game discoverability and sales.

Moreover, the study highlights the impact of major sporting events and festive seasons on gaming preferences. A staggering 88% of consumers revealed that they are more inclined to switch from other real-money games to fantasy sports games during marquee sporting events like the Indian Premier League (IPL) and the World Cup. This trend could potentially play a significant role in the upcoming IPL tournament, further fueling the growth of the gaming industry.

Technological advancements have also captured the imagination of Indian gamers. Artificial Intelligence (AI), Virtual Reality (VR), and Augmented Reality (AR) emerge as the top three gaming technologies that pique the interest of casual gamers in the country.

Arun Srinivas, Director and Head (India), Ads Business, Meta, said, “Gaming is a top three vertical for Meta globally and we’re particularly seeing our Advantage+ suite of automated ads drive growth for gaming brands. Equally, as the study reveals, Meta is a leading channel for gamers to discover and purchase new games.”

Tags:
gaming
META