NEW DELHI: With more and more Indians turning to mobile gaming to chase away the pandemic blues, the mode of self-entertainment now offers a plethora of opportunities for brands to connect with their TG. With this insight, mobile advertising platform InMobi has launched in-game advertising on InMobi Exchange. This will enable brands to reach premium mobile users, with ads that blend into the game environment, like electronic advertising boards in an in-game sports stadium, an e-sports arena or the extremely popular casual and hyper-casual gaming space.

InMobi India VP & general manager Jayesh Ullattil said, “India is the 5th largest mobile gaming market in the world. Based on our recent consumer study, we saw that the pandemic added 40 per cent first-time gamers with 80 per cent of all mobile gamers playing once or several times every day. 74 per cent of all mobile gamers prefer to watch an ad over making in-app purchases and 60 per cent recall the ad seen during play. This innovative partnership only enables advertisers to further maximise engagement with an already watchful and engaged audience."

InMobi Exchange has partnerships with several platforms in the native in-game advertising space including AdInMo, Admix, Adverty, Anzu, Bidstack, Frameplay and Sayollo. This means that advertisers can access this premium inventory across the globe at a scale and diversity unmatched by any other mobile supply-side platform today, the company said in a press statement.

“In-game advertising is uniquely effective because it allows advertisers to interact with their consumers in a highly intuitive way,” said InMobi SVP & general manager - publisher platforms and exchange Kunal Nagpal.