Evolving game marketing in a privacy-centric world

venturebeat.com:

This article is part of a Gaming Insights series paid for by Facebook Gaming.

There’s a massive opportunity out there for mobile game developers: out of more than 2.8 billion gamers in the world, a full2.5 billion are playing on their mobile devices[i], andmobile game spending reached $89.6 billion in 2021[ii]. But concern about privacy has escalated too — 54% of U.S. mobile gamers say they are uncomfortable sharing personal information with game developers. Alongside this, the industry has seen significant regulation to encourage consumer privacy, undermining the effectiveness of traditional mobile game marketing strategies.

To thrive in the new normal, games publishers and developers need to reimagine their marketing to drive performance and game growth.

With passive data collection through device IDs becoming less available, marketers will need to rely more on first-party data for performance. As people continue to download and play games, consume content, and connect with each other through games, this presents a new equation for performance to deepen the relationship between your game and players. But that will require marketing to evolve into a holistic business strategy. Here’s what the new equation looks like. 

Discomfort around sharing personal information is high, so gaining player trust is imperative. This is where building your brand thoughtfully becomes more important than ever before. People are more comfortable sharing their personal information with a brand they trust.

In a survey by Edelman,60% of people with high brand trust[iii] say they’re comfortable sharing personal information with the brand. A trusted brand also helps players develop a deeper connection with your company, which can fuel stronger