Marketing dollars will chase casual gamers in 2023: Gaurav Agarwal, Gamezop

The start of a new year is seen as bringing in new operational efficiencies, stronger strategies, and a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology, and a human approach are seen as going hand in hand.

As 2023 kicks off, Adgully has approached key industry leaders to Crystal Gaze into 2023, as part of our annual Trending Now series, to highlight the major trends and developments that they see dominating the industry in the year ahead.

Gaurav Agarwal, Co-Founder of Gamezop, shares some of his insights on the gaming industry’s expectations for 2023 and the trends dominating this dynamic industry in the year ahead.

Key trends dominating the gaming industry in 2023

What the gaming industry has witnessed in the last 2-3 years has been nothing short of a dream run. The biggest win for the industry has been the number of non-gamers that have turned to casual gamers in the recent past.

Games will continue to become more and more immersive, and the gaming industry will remain at the forefront of adopting emerging tech, be it Web3 or Metaverse. Three key trends that we expect to see are:

  • Marketing dollars will chase casual gamers: With over 3 billion of them worldwide, gamers are the most diverse group on the internet, allowing for a level of granular targeting that no other advertising avenue can match. As every second digitally-connected person is a gamer, advertisers with all kinds of goals and budgets will have to buy gaming inventory to meet the objective of their campaign – whether branding or performance marketing.
  • Adoption of games within non-gaming products will grow: Apps like Amazon, Paytm, Tata Play, Samsung Internet, MX Player, Ajio, Oyo, and Meesho have dedicated sections for HTML5 games. Games can be used to drive engagement in meaningful ways; for example, increasing transactions by unlocking special vouchers for in-game achievements.

A lot of leading products are also showing keenness to introduce ad-monetised games within their apps to open a new stream of revenue. Growing support for HTML5 game production as well as the 5G rollout will be helpful in this context.

  • Gaming industry will continue hiring: News of layoffs has been pouring in from all quarters and especially from internet businesses amid growing macroeconomic uncertainty. Contrary to this trend, gaming companies will see growing demand for talent as the base of gamers continues to grow globally.

We do not expect to see gaming companies with sustainable business models laying off a lot of employees as this industry is likely to be less impacted than others from the looming slowdown.

Major focus areas for Gamezop in 2023

Gamezop is a plug-and-play platform that apps can integrate to add a gaming section for their users. Games increase user engagement significantly within any product, besides opening a new stream of advertising revenue.

One of the new products we have developed recently is Quizzop. What Gamezop is for games, Quizzop is for quizzes. Gamezop already had over 5,000 distribution partners when Quizzop was being launched; this meant we could roll out Quizzop across willing partners from our network and scale it very quickly.

Our focus for 2023 is going to be to identify more content verticals, in addition to gaming and quizzing, that we could take to our distribution partners in over 70 countries. We will also continue to expand our physical presence in overseas markets.

Media
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Media