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Mobile game firms to double advertising revenue

Eskimi Kenya says the growth is fuelled by high internet and smartphone penetration

In Summary
  • Games are a growing form of entertainment, particularly for young people
  • While today 15 per cent of digital advertising spend is on gaming, the firm expects this to rise to 40 per cent in a couple of years.
"MPs are conducting an audit of all unlicensed and licensed betting companies engaged in broadcast media gaming activities."
"MPs are conducting an audit of all unlicensed and licensed betting companies engaged in broadcast media gaming activities."
Image: FILE

The mobile gaming industry in Kenya is expected to more than double their income and grow exponentially as a higher number of advertisers shift to spending on advertising in games.

Speaking during a master class for chief  marketing officers in Kenya, Eskimi Kenya chief executive officer Vytas Pauktstys said that available data showed Kenyans were spending more time playing more games than consuming other media.

"We have established that on average Kenyans spend an hour per day playing a game on their phone or tablet", he said.

As a result, he said there is a remarkable shift taking place where more companies are allocating more of their advertising budgets to mobile and online games.

He added that the emergence of technologies that  allow brands to gamify their creative works is also is also a major contributor to this shift.

 Pauktstys said that there is a rise in demand for data from marketing and finance executives to determine the return on investment in their advertising spend and as games offer a rich source of such engagement information, they will attract more brands.

While today 15 per cent of digital advertising spend is on gaming, the firm expects this to rise to 40 per cent in a couple of years.

The anticipation,  he said, is riding on the tremendous rise in digital media consumption witnessed locally and globally during the Covid pandemic.

According to Pauktstys, the battle for eyeballs is between connected televisions, computers and mobile devices.

This is underpinned by data on screen use, showing nearly 70 per cent is done mobile devices and computers as television reduces.

''It is the reality of the metaverse that is taking shape and where we expect more interactions to take place as entertainment evolves", he said.

Home internet connectivity in major urban areas may cause a marginal rise in media consumption on televisions.

Games are a growing form of entertainment, particularly for young people, but also a fast-rising population of professional gaming community, both locally and globally.