Using Top Mobile Games in the Philippines as a Marketing Tool
Have you ever gotten home from work to find your children or siblings engrossed in mobile gaming, strategizing with their teammates? Perhaps you unwind with a trading card game or some puzzle-solving. You’re not alone. Recent surveys reveal that nearly 96% of Filipinos online are avid gamers.
Mobile games are incredibly popular among Filipinos, offering an astounding variety to suit different tastes. Surprisingly, this simple pastime has evolved into a potent marketing tool, capturing the attention of millions.
This article highlights the potential for mobile gaming in marketing strategies and gives practical tips for integration.
Have you ever gotten home from work to find your children or siblings engrossed in mobile gaming, strategizing with their teammates? Perhaps you unwind with a trading card game or some puzzle-solving. You’re not alone. Recent surveys reveal that nearly 96% of Filipinos online are avid gamers.
Mobile games are incredibly popular among Filipinos, offering an astounding variety to suit different tastes. Surprisingly, this simple pastime has evolved into a potent marketing tool, capturing the attention of millions.
This article highlights the potential for mobile gaming in marketing strategies and gives practical tips for integration.
Popular Mobile Games in the Philippines
Among the top mobile games in the Philippines, a vibrant array of virtual adventures awaits that suit all types of gamers. These digital products have carved out a space in the hearts and screentime of Filipinos already. Here are a few of the most played across genres:
1. Mobile Legends: Bang Bang
Mobile Legends: Bang Bang is a multiplayer online battle arena (MOBA) game that has taken the Philippines by storm. In 2020, the game had over 25 million active users nationwide. Its player base and esports scene are integral to Filipino mobile gaming.
2. Call of Duty: Mobile
This mobile adaptation of the iconic franchise offers fast-paced, first-person shooter action, including a battle royale mode and classic multiplayer matches, making it a favorite among Filipino gamers. In 2021, a Filipino team, Blacklist Ultimate, won the East Finals and earned $300,000, significantly boosting the game’s popularity.
3. Roblox
Roblox transcends traditional gaming genres with its user-generated content and immersive experience. Some servers might be a first-person shooter like Call of Duty, while others can be entirely different. The creativity on offer has garnered immense popularity among Filipinos, making it the third-highest-grossing game in the Philippine Google App Store.
4. Candy Crush Saga
Candy Crush Saga reigns supreme among the many match-3 games in the world. This addictive puzzle game has become a household name. Its casual gameplay and accessibility have led to over a billion downloads in the Philippines as of September 2023.
5. Hearthstone
Hearthstone, a digital trading card game, continues to captivate many Filipinos with its strategic battles and challenges. The country’s competitive scene has gained traction, with numerous Filipino pro players participating in local and international tournaments.
Leveraging Top Mobile Games for Marketing
Mobile game marketing can be a powerful new tool if leveraged correctly. Here are some strategies you can use:
1. In-app advertising
One of the most effective ways to leverage top mobile games for marketing is by incorporating in-app advertising. Companies can strategically place ads within the game environment and systems to reach an already engaged audience.
A common strategy for some mobile games is to play an ad every few levels or in exchange for in-game rewards. Players opt-in to watch these ads to receive said rewards, ensuring that they’re in the right headspace to listen to its messaging.
You can take in-app advertising further and integrate your ad campaign into the game. For example, Burger King recently partnered with Subway Surfers to create a special order that included in-game rewards to entice gamers to buy their products.
2. Social media platforms
Social media platforms offer an extensive marketing opportunity when combined with mobile games. You can integrate gaming experiences with social sharing features, allowing companies to tap into the power of word-of-mouth marketing.
Players frequently share achievements and high scores on social media, inadvertently promoting integrated brands and products. Companies can utilize targeted ads to reach gamers based on their preferences.
Pokémon GO is a prime example of this strategy’s success. Businesses leveraged the game’s popularity by offering discounts and promotions to players who visited their establishments while playing.
3. User-generated content
Encouraging players to generate and share game-related content can amplify marketing impact. Games that foster communities around user-generated content create engagement and belonging among players. Marketers can establish dedicated spaces on social media or forums for players to showcase achievements, strategies, and fan art.
These communities strengthen player loyalty and generate organic promotion. Hosting user-generated content contests or challenges can enhance brand engagement.
Minecraft’s passionate community creates and shares content, including skins, mods, and world files. The game’s developer, Mojang, features the best user-created content on their official website and social media.
4. In-game challenges and events
Create branded in-game challenges and events within mobile games to engage players directly with your product or service. A seamless integration into a game lets players continue to enjoy their beloved games without disturbing them with ads or promotions.
Players can interact with your brand and compete to earn rewards for the company’s products. You can also make these challenges time-limited to create a sense of urgency and excitement.
In 2019, Gilette partnered with PUBG Mobile for the Gillette Gaming Alliance Challenge. This challenge involved in-game missions and tournaments where players competed for in-game rewards and Gilette products, fostering brand engagement while enjoying the game.
5. Sponsorships and brand integration
Explore opportunities for seamless product and brand integration within top mobile games. This process can involve custom in-game items, characters, or locations associated with your brand, allowing you to introduce your offerings without disrupting the gaming experience.
The popular mobile game The Sims FreePlay partnered with real-world brands like Coca-Cola to bring branded items into the game’s virtual world. Players can now design their homes and characters with branded furniture, clothing, and accessories, offering entertainment value to gamers and seamless brand advertising opportunities.
Level Up Your Marketing with Mobile Games
Mobile games are an unparalleled opportunity to connect with a vast and engaged audience of millions. With creative strategies, you can use the game’s unique format to seamlessly blend into the various game worlds.
The potential to captivate, engage, and convert players into loyal customers is immense. Don’t miss out on this untapped avenue for growth through marketing. Contact us today to discover how our customer data solutions can help you harness the power of mobile games and other marketing channels.
