Acquiring a large user base is the name of the game in the mobile gaming industry, and when it comes to sports games, paid advertising is the top method for achieving that. This article will walk you through the whole process of advertising sports games.
You’ll find information on the sports games market, actionable user acquisition tips, and the latest trends and examples in ad creatives. If you’re looking to master user acquisition for sports games, this is your go-to resource.
The State of the Sports Games Market
The past couple of years have been quite eventful for the sports games market. Like many other gaming genres, sports games saw a surge in popularity during the pandemic in 2020 and 2021. While the pace has decelerated a bit since then, make no mistake – the market remains stable and profitable.
According to Statista, the sports games sector is set to experience significant growth. By the end of 2024, the total revenue for sports games is expected to clock in at a staggering $12.51 billion. And if you’re thinking long-term, that number is projected to rise even further to $16.34 billion by 2027.
Where the Money’s At
Curious about where the bulk of that revenue will come from?
In-app ads are expected to bring in about $7.73 billion by 2024, far outpacing in-app purchases, which are estimated to account for $4.75 billion.
Paid apps? They barely make a dent, contributing only $0.03 billion to the pot.
It’s All About the Numbers
Downloads aren’t lagging behind either.
The total number of sports game downloads is forecasted to hit 6.27 billion by 2024, and it’s not stopping there.
By 2027, this figure is projected to climb to 7.13 billion.
Additionally, the average revenue per download is looking up – it’s expected to reach $2 by 2024.
Top Sports Games of 2023
Let’s shift our focus to the current year, 2023, and the top sports games that are making waves in tier-1 Western markets.
Interestingly, the scene is largely dominated by a couple of big names – Electronic Arts and Miniclip, to be specific. Several of their games occupy top spots on both the most-downloaded and top-grossing charts.
Data source: AppMagic, a leading mobile intelligence provider. Get 3 days of free access to all AppMagic’s features, as well as 10% off, by clicking on this link.
Top-Grossing Sports Games
- EA Sports FC: Mobile 2024 Soccer by Electronic Arts
- Golf Clash by Electronic Arts
- 8 Ball Pool by Miniclip
- Golf Rival by Zynga
- Top Eleven Be a Soccer Manager by Nordeus
- Madden NFL 24 Mobile Football by Electronic Arts
- MLB 9 Innings 23 Com2Us
- Ultimate Golf by Miniclip
- EA Sports MLB Tap Baseball 23 by Electronic Arts
- Infinity 8 Ball Pool King by Playorcas
Most Downloaded Sports Games
- 8 Ball Pool by Miniclip
- EA Sports FC: Mobile 2024 Soccer by Electronic Arts
- Soccer Super Star by Real Freestyle Soccer
- Rocket League Sideswipe by Psyonix
- Flappy Dunk by Voodoo
- Crazy Kick by Voodoo
- Madden NFL 24 Mobile Football by Electronic Arts
- Head Ball 2 by Masomo Gaming
- Dream League Soccer by First Touch Games
- NBA 2K Mobile Basketball Game by 2k
Top Sports Games Subgenres
The majority of sports games belong to the following subgenres, according to data from AppMagic. This can give you an idea of the subgenres developers choose the most as well as which subgenres might be oversaturated.
- Arcade sports games
- Simulation sports
- Football (soccer)
- Pool
- Sports manager
- Basketball
- Cricket
- Air hockey
- Tennis
- Table tennis
- Winter sports
- Archery
- Bowling
- Baseball
- Golf
Tips & Tricks for Advertising Sports Games
With a market this thriving, you’ll want to ensure your advertising strategies are on point to ensure your share of the pie. And that leads us to the next segment – how can you effectively advertise your sports games?
Know Your Audience
The first step in any successful advertising campaign is understanding your audience.
In the case of sports games, you’re looking at a diverse demographic that varies in age and gender, although it leans more male. Typically, your audience will be sports enthusiasts who want to experience the thrill of the game in a mobile world.
Understanding your target audience goes beyond just demographics; it’s also about recognizing their motivations. Sports games often require a certain level of skill, so players are generally motivated by skill mastery. What’s more, sports games tend to be competitive, which draws players motivated by beating others and reaching high scores.
Knowing your audience’s interests and behaviors is invaluable when creating ad campaigns. It enables you to tailor your messaging, choose the right advertising channels, and ultimately, make a stronger impact. Being attuned to what your audience seeks will guide you in producing ads that engage and convert.
Focus on Ad Creatives
When it comes to the success of your advertising campaign, ad creatives often take center stage. The quality of your ad creatives can be the deciding factor in whether a user clicks on an ad or scrolls past it. That’s why investing both time and money into creative production is not just wise, but crucial.
While some studios opt to handle creative production in-house, the majority prefer to outsource it to marketing agencies experienced in creative production. Outsourcing is generally the smarter route, as specialized agencies are more likely to be up-to-date with current trends.
Speaking of trends, it’s vital to have a diverse portfolio of ad styles and approaches. Not only does this keep your campaign fresh, but it also allows you to A/B test different creatives. Multiple variations of the same ad can provide valuable insights into what resonates with your audience.
Testing isn’t just a one-off event; it’s a continuous process. Regularly testing your ads helps you refine your campaign, improve engagement, and ultimately, increase conversions.
Have a Data-Driven Approach
Guesswork may have its place, but certainly not when advertising sports games. A successful campaign thrives on a data-driven approach, focusing on clearly defined key performance indicators (KPIs).
General goals like “acquiring some players” are vague and make it nearly impossible to measure success.
Your KPIs should guide every facet of your campaign.
From ad creatives to other components like targeting and budget allocation, data informs every decision. You can further refine elements such as ad placement, frequency, and even the time of day when your ads are displayed.
Tracking metrics is non-negotiable.
Cost per install (CPI) is just one example of a metric that should be monitored closely. With data at your fingertips, there’s no need to guess – you can optimize your campaign for maximum impact.
Ad Creative Trends & Examples for Advertising Sports Games
As the landscape of mobile gaming evolves, so do the trends in ad creatives. Staying ahead means knowing not just what works today, but what will capture attention tomorrow.
In this section, I’ll break down current trends in ad creatives for sports games and showcase some standout examples to give you a clearer picture of what resonates with players right now.
Gameplay Video Ads
Gameplay video ads have a straightforward job: showcase genuine gameplay footage. The objective is to present the game mechanics and features in a way that’s easy to understand.
While it may seem simple, capturing effective gameplay footage is more challenging than you might think.
The key is to make sure your video ads are easily digestible. They should clearly present the game mechanics, while also capturing the fun and excitement that comes with playing a sports game.
It’s a balancing act between detail and accessibility.
However, don’t limit yourself to just gameplay video ads. Having a diverse range of ad types can significantly boost your campaign’s effectiveness.
To see this approach in action, you can look at ads from leading publishers.
Miniclip’s 8 Ball Pool, for example, employs gameplay video ads along with other creative types. Electronic Arts uses this style for some of their sports games as well. Even casual titles like Mini Soccer Star have adopted this approach, proving its efficacy across the board.
Exciting Cinematic Ads
Straightforward gameplay videos have their merits, but sometimes a bit more flair is needed to captivate your audience. That’s where cinematic ads come into play. Unlike gameplay footage, cinematic animated scenes offer more creative freedom and can be more exciting, adding an extra layer of polish and engagement to your advertising campaign.
Good editing is crucial here.
The transitions, the pacing, and even the choice of music can make or break the ad’s effectiveness.
As an example, consider Electronic Arts’ ads for their sports games, like EA Sports FC Mobile 24 Soccer—one of the top-grossing sports titles.
These ads feature cinematic scenes akin to those you’d see in a televised soccer match. Wide shots, close-ups, and slow-motion footage of crucial moments are seamlessly edited together, often set to trendy hip-hop tracks, creating a compelling video that captures attention.
UGC Ads
User-generated content (UGC) is becoming increasingly popular in the advertising landscape, especially for sports games. UGC ads usually involve teaming up with content creators to produce ads that feel authentic—as if they were created by players themselves.
So why do UGC ads work so well for sports games?
Well, these ads resonate with viewers because they offer a real-world perspective. They give potential players an idea of what to expect, which is often more compelling than scripted or overly polished content.
For instance, ads for 8 Ball Pool often showcase real pool players in action. This not only lends authenticity but also directly appeals to the target audience: players who love pool.
Another example is Ultimate Club Football, where ads feature players talking about their experience with the game.
Playable Ads
Playable ads are an incredibly effective tool for advertising sports games. What better way to pique interest in a game than by giving players a taste of the action?
Playable ads are interactive mini-games that players can try before downloading the actual game.
Why do playable ads work?
They offer a direct experience, eliminating the guesswork of whether or not a player would enjoy the game. The hands-on trial makes the transition from ad to installation almost seamless.
A couple of quick tips for crafting effective playable ads include keeping the gameplay simple and focusing on the game’s most engaging mechanics. It’s crucial to offer an experience that’s easy to pick up but intriguing enough to encourage a download.
As an example, Power Slap by Rollic Games employs playable ads that let players slap their opponent, drawing them into the game. The interactive ad not only provides a quick thrill but also effectively captures the essence of the game, which is based on the popular show Power Slap.
Puzzle Challenges
In a creative twist, some ads for sports games incorporate puzzle challenges. This approach targets a broader audience, specifically those casual players who have a knack for puzzle games.
It adds an extra layer of engagement, offering something more than just straightforward gameplay.
Take, for instance, an ad for 8 Ball Pool.
The ad presents viewers with a challenge “Can you pot the black ball?”
The catch here is that the pool table in the ad isn’t your regular rectangle – it’s almost heart-shaped. This novel setup transforms a straightforward task into a challenging puzzle, enticing not just sports fans but also puzzle enthusiasts.
Final Thoughts on Advertising Sports Games
When it comes to advertising sports games, there’s no one-size-fits-all strategy. From knowing your audience to being data-driven, from focusing on ad creatives to staying ahead of ad trends, there are multiple factors that play a crucial role in the success of your campaigns.
Whether it’s a gameplay video ad that beautifully captures the excitement of your game or a puzzle challenge that entices a wider audience, the key is to stay versatile and continuously test what resonates with players.
While the industry trends may evolve, the essence of a successful ad campaign remains: understanding players, creating compelling ads, and making data-backed decisions.
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