• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Advertising

Angry Birds, audio and ad spend: The rise of the African mobi gamer

Sales Director at Reach Africa Leslie Adams discusses the boom in mobile gaming across the continent – and why audio is the future for in-game advertising

by Leslie Adams
October 30, 2023
in Advertising
0 0
0
Angry Birds, audio and ad spend: The rise of the African mobi gamer
Share on FacebookShare on Twitter

Who would have guessed that a couple of Angry Birds with superpowers would have gained such a cult-like following, amassing five billion downloads by 2022 (more than both Instagram and WhatsApp), spurring a movie and even a sequel, and earning fans like Angelina Jolie and David Cameron?

As one of the biggest mobile gaming successes the world has ever seen, these furious fowls are evidence of a booming global gaming industry with the Sub-Saharan Africa mobile gaming market predicted to be the fastest growing in the world.

A study by Carry1st revealed that in the space of six short years (2015 – 2021), the number of gamers in sub-Saharan Africa has more than doubled, rising to 186 million people – roughly 30-50% of the region’s internet users. Of this number, the vast majority (95%) are reported as playing on mobile.

The simple fact is that Africa is – and has always been – a mobile-driven economy. As a result, the continent’s gaming eco-ecosystem has been viewed and nurtured through a mobile-first lens, with the design and development of all new technologies keeping the device firmly front and centre.

Connecting with the African mobi gamer

The African mobile gaming market provides untapped opportunity for advertisers. At the root of this is gaming’s inherent ability to truly capture audiences, dishing up what is currently the highest-value currency for advertisers: attention.

Think about it: in gaming, there’s no risk of a consumer taking a bathroom break when an ad interrupts their favourite TV show (in fact, our phones often accompany us to the toilet!), or ‘blanking’ a digital banner ad because they’re constantly bombarded with online advertising. Gaming offers a completely captive audience; one that is happy to spend an accumulatively enormous stretch of time playing Candy Crush or Township.

Unlike other advertising mediums, which see audiences spiking at certain times – for example, Primetime for TV or Drivetime for radio – the Mobi Gamer will pick up their device multiple times throughout the day, whiling away hours spent in doctors’ waiting rooms or during lunch breaks.

And these minutes add up: a 2023 survey conducted among 2, 036 South African consumers found that 35% of gamers were spending up to five hours playing games, every day. There’s also no risk of wastage, as ads are only served when a gamer is playing.

In-game innovation: In the future, no one will stop for ads

For several years now, brands have been taking advantage of various in-game ad formats compatible with cellular devices, such as playable, expandable and video ads, to name a few. But this is only the beginning; we’re in the infancy of unlocking the full potential of this medium.

Uninterrupted in-game ads are an exciting new way for advertisers to reach gamers. Currently, many advertisers make use of reward-based ads, with the gamer needing to watch an ad to unlock a certain level or reward.

This is often frustrating for the gamer as it disrupts the gaming experience. Uninterrupted in-game ads, however, integrate the brand or product into the game itself, becoming part of the experience while being impossible for the gamer to miss.

Powerful new layer

Audio is also adding a powerful new layer to in-game advertising. There’s no disputing the fact that audio provides a powerful earphone into the heads and hearts of consumers; radio broadcasters have been sitting on these numbers for years.

Consider that in South Africa alone, around 23 million people tune into radio on an average weekday, and you will see just how big the potential audio audience pie is. And when it comes to Gen Z, the highly-coveted new advertising demographic, audio streaming is found to be their number one mobile activity.

Why is audio so powerful when integrated with in-game advertising? Firstly, it’s immersive. It connects with consumers emotionally and creates relationships while driving both engagement and action.

Secondly, audio is, quite literally, unskippable. Audio can only serve if a user’s volume is on – you can look away and miss a video, but when your sound is on, you can’t avoid an audio ad.

Dialling out

Finally, we’re more receptive to audio. Gen Zs, in particular, have been exposed to more advertising than any previous generation. As a result, they’re dialling out: the report, Ad blockers and advocacy: Why Gen Z is blocking paid ads in favour of real voices has found that 99% of Gen Z consumers will hit ‘skip’ on an ad if it’s an option and that 63% will use ad blockers to avoid online adverts – but they don’t seem to mind audio ad formats, viewing it as part-and-parcel of the listening experience.

With digital audio ad spend worldwide expected to reach $8.95 billion this year, it’s clear that marketers are sitting up and paying attention. GADSME, a global in-game advertising platform, knows this and has already successfully added audio to its ad formats.

When it comes to leveraging the power of audio to elevate in-game advertising, it’s going to be a case of the early (or should that be, Angry?) bird catching the ad spend worm.

Leslie Adams is sales director at Reach Africa. Reach Africa fields an expert team with six decades’ worth of cumulative media experience and an in-depth understanding of the African landscape, Reach Africa is leading the charge for brand sponsorships, ad-funded productions (AFPs) and brand/content integration across the continent.


Tags: advertisingAngry Birdsaudioaudio advertisingbroadcastingin-game advertisingLeslie Adamsmediamobi gamersmobilemobile advertisingReach Africasales house

Leslie Adams

Leslie Adams is sales director at Reach Africa. Reach Africa enables local and international content providers to reach diverse cultural and dynamic audiences in Africa. Holding the exclusive media sales rights to VIU South Africa, the country’s largest advertising video on demand (AVOD) streaming service, Reach Africa is leading the charge for free ad-supported TV (FAST) across the continent. An expert team with six decade’s worth of accumulative media experience and an in-depth understanding of the African landscape enables Reach Africa to connect brands and audiences in innovative ways.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

Recent News

South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?