The writer is Associate Strategic Planning Director, OMG/OMD Philippines.
Gaming has grown increasingly popular and is cementing its position in global culture. Ad revenue is projected by PwC to reach US$100 billion in 2025, an indication that brands recognise the influence of gaming. This is seen in various brand integrations, including Porsche with the popular racing video game “Need for Speed”.
The global gaming market is expected to generate US$189.3 billion in 2024, said NewZoo. This sector is thriving in Southeast Asia too as it is now worth US$5 billion and is home to 270 million gamers. Within the region, the gaming industry in the Philippines is a growing one, making it a potential market brands can tap into and learn from.
Data from Euromonitor shows retail value sales for video games in the Philippines are projected to hit PHP56.7 billion this year and grow to 80.4 billion by 2026. Mobile games are expected to continue driving this trend due to the growing ubiquity of smartphones.
The Philippines has a mobile-first population, with 65% of Filipinos using smartphones to shop online, watch videos and connect on social. This habit is also present in the gaming scene, as Omnicom Media Group Asia Pacific’s (OMG APAC) “Unlocking Gamers in Asia Pacific” research found that 95% of the 1,000 respondents game on mobile – higher than the APAC average of 89%. Also, only 32% of Filipinos game across multi-devices, such as PC and console – lower than the 52% regional average.
Mobile gaming is highly preferred due to the device’s portability and ease of use, as well as a comfortable way to unwind before bed. Gaming also puts Filipinos in a positive state of mind as many feel relaxed, happy and excited when doing so, likely making them more receptive to communication and messaging. Upbeat smartphone users were found to be 15% more likely to immediately follow up on digital ads they saw on their devices than those in other, less positive moods.
These usage habits are an indication of a Filipino’s daily grind – dealing with stress in the workplace, household or even on public transportation. Therefore, it is crucial for brands to not only leverage in-game mobile advertising to maximise reach and awareness but also align their messaging with this positive state of mind to remain memorable.
In-game: Brand stickiness and price sensitivity
Filipino gamers are a unique group with various preferences and behaviours. As with all campaigns and activations, it is important for brands to tailor their initiatives and messaging to the type of platforms, as well as their objectives.
For example, brand activations for PC and console gamers need to be diverse. Gaming integrations can take an upper-funnel approach and other supportive channels – such as social media and branded merchandise – can be used to drive lower-funnel interactions.
Also, top-funnel activations will see the most success with Filipino gamers since they have a lower propensity to spend and will only do so on brands they have a high affinity with.
One way is to create brand stickiness with quick and easy-to-play games.
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