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<ul><li>The Indian <keyword id="6357332" type="General" weightage="100" keywordseo="gaming" source="Orion">gaming</keyword> industry has been witnessing a good growth for the past few years, a trend that was only further boosted by the pandemic where people stuck at home took to gaming to keep themselves entertained.</li><li>More and more brands are realising the scope in-game advertising has.</li><li>We speak to <keyword id="4686822" type="General" weightage="20" keywordseo="vaibhav-odhekar" source="Orion">Vaibhav Odhekar</keyword>, Co-Founder &amp; COO at POKKT to understand the ecosystem better and to gauge advertiser’s response and why they are excited about gaming as an effective marketing tool.</li></ul>India’s gaming industry has been witnessing healthy growth that has only been further boosted by the pandemic. In fact, a recent report by a report by Boston Consulting Group and Sequoia stated that India’s $1.8 billion gaming market is growing rapidly on the back of mobile-first games. The report further stated that mobile gaming could triple to a $ 5 billion market opportunity by 2025, with over a 300 million user base, a number that will grow further due to the ease of access, a spike in new adoption, and leading companies actively shaping market evolution with increased marketing spends. The rise of gaming is also opening up a new touchpoint for marketers. Brands want to follow their consumers and the last few years have shown us more and more are spending an increasing amount of time on gaming, not just on consoles and PC but also on their smartphones. In-game advertising has been giving brands a way of connecting with an engaged set of audience. This has given rise to companies specializing in in-game advertising that are trying to come up with novel ways through which brands can use gaming to connect with their consumers without hampering their experience. POKKT, a mobile video advertising platform has had a strong focus on rewarded Video Ads within Mobile Games. It has worked with over 200 brands which include HUL, P&amp;G and McDonald’s amongst other brands. To understand the ecosystem better and what lies ahead in this dynamic segment, we spoke to Vaibhav Odhekar,Co-Founder &amp; COO at POKKT who took us behind the scenes. Excerpts: Q) What kind of increase has there been in brands showing interest in in-game advertising? The gaming industry is no longer just a domain of boys and men as it witnesses huge participation from women over a period of time. This trend has further attracted brands across sectors to promote via in-game advertising as it gives them a diversified platform. Over the last several years, there has been a major increase in interest in dynamic in-game advertising, with worldwide companies embracing and spending more on it. Brands in the sports, automobile, leisure and entertainment industries are especially excited. This rise has helped us get a larger bouquet of advertisers who are now regular spenders. While earlier, it would be focussed towards top-30 spends, contributing to the bulk of the spends, we now have around 100 + brands spending every quarter with us. Q) Can you share some data about POKKT's scope of work? The kind of brands you have worked with so far, the quantum of business and why brands should look at you if they want to connect with a gaming audience? Our company is one of the largest aggregators of gaming content. Being in the industry for 7 years, we have gained trust from advertisers and as a result, across these years we have had double-digit to sometimes triple-digit growths. The gaming audience is in the right frame of mind to be receptive to advertising messages. Today there is a huge diversification of the audience, so whatever the target audience is, it can be found in some form of gaming. Q) Within mobile advertising, what part of the pie is going towards game advertising. What kind of growth do you anticipate in the next few years? It is much more diversified now. FMCG continues to be the biggest category, but other sectors such as QSR, Mobile / Electronics / Auto / Digital - New Age / OTT are some of the other categories which are seen increasing their spending. Digital advertising should itself grow around 30% and we definitely plan to improve that. Q) How have you been measuring the effectiveness of these ads? What sort of ROI are brands looking for? It has become simpler for brands to track the effectiveness and ROI of in-game advertisements, because the ad targets–gamers–are active participants, KPIs like targeting and completion rates can be easily tracked. The advantage of digital is its measurability at every level and across parameters. Every campaign is measured from impression to completed views to click and engagement levels. We measure viewability, we measure in-target, engagement levels. This is over and above all the regular parameters like time of day, location, handset, frequency, app name, carrier etc. So depending on brand objectives, various measurement criteria are deployed. Data has become the king and the main reason for that is its linkage to measurability across multiple parameters. Q) What has the consumer response been to the ads, considering ads can hamper the overall experience? The consumer journey is the key for rewarded videos, majority of gamers love rewarded ads because they need not pay real money, they can pay through watching ads to get access to items that help them keep playing further in the game &amp; progress faster. Additionally, rewarded ads also engage with gamers by giving them the option to engage with ads. When it comes to progressing in a game, 74% of Indian gamers prefer to watch ads than to pay in-app purchases, according to a Gaming Report. Q) How are brands coming up with innovative ways of placing their ads within the games where it's a win-win for all stakeholders? Blended in-game advertising, a form of in-game advertising without clicks, can be an incredible tool for boosting brand awareness. With today's advanced ad technology, brands can deliver programmatic campaigns that align with both players' interests and remain compliant with all data privacy regulations by taking advantage of the extensive targeting options available. Any in-game object can be used for advertising, including billboards, banners, player jerseys, etc. This is the new ‘native’ form of advertising in games. Q) Gaming is still a growing segment in India. How are you convincing brands to advertise? Over the past 2-3 years, there has been tremendous innovation in gaming. The smartphone penetration wave has fueled casual gaming. With the increase in mobile game usage, brands can now use gaming applications as an effective and diverse marketing channel. Publishers and advertisers benefit from symbiotic relationships involving in-game advertising. These brands use in-game advertising to communicate with users in an interactive and engaging way. Q) Are brands open to experimentation when it comes to advertising on these platforms? Brands are definitely excited. In advertising, ‘something new’ has become the key word for such experiments as gaming becomes an ideal platform. A wide range of creative solutions is available, ranging from rich media ads to mini games and in-game integration. This trend is expected to continue in the coming years, with brands increasingly integrating their marketing efforts into the game in a non-intrusive manner.

The gaming audience is in the right frame of mind to be receptive to advertising messages: Vaibhav Odhekar, POKKT

<ul><li><keyword id="4686822" type="PERSON" weightage="20" keywordseo="Vaibhav-Odhekar">Vaibhav Odhekar</keyword>, Co-founder and COO, POKKT writes how fraudsters steal from advertising budgets in a variety of ways, requiring advertisers to pay for impressions that were never made. </li><li>He further lists down some techniques fraudulent actors use and how brands can combat it. </li></ul> South Asian economies are largely mobile first. Smartphone penetration is in hundreds of millions and the growth has been phenomenal. So internet / digital advertising has by and large meant mobile advertising in this part of the world.. <keyword id="3258948" type="PERSON" weightage="20" keywordseo="in-app-ads">In-app ads</keyword> are a major part of the mobile ad story: It is estimated that in-app mobile ads were responsible for generating 30% of all mobile advertising revenue in 2014. In monetary terms, this meant $4.6bn in 2016 and over $6.8bn at the end of 2019. Mobile media--from games to streaming video--is evolving rapidly, and advertisers have to adapt to stay relevant. At the same time, they have to deal with a number of issues plaguing the industry on a whole. For years, the pay-per-click (PPC) advertising model dominated, where publishers are paid for every click on an advertisement put out by the advertiser. However, over the last decade, a growing number of individuals and automated software programs are driving false phone impressions and clicks, exploiting the PPC model. Fraudsters steal from advertising budgets in a variety of ways, requiring advertisers to pay for impressions that were never made. These are some of the techniques fraudulent actors use: Ad viewability Ad viewability refers to how readily a user can actually view an ad on a webpage. Viewability creates a challenge for website publishers and advertisers alike: owners naturally want minimal disruption to their native content on account of ads. Advertisers, however, prefer maximum possible visibility for a particular ad. This creates a grey area leaving advertisers liable to abuse: ads might be placed in innocuous places like a reveal scroller. Publishers might also leverage colour schemes and other design elements to minimise ad visibility. A solution here is to clearly communicate visibility expectations to publishers beforehand. The IAB’s open measurement guidelines are an important development enabling clear communication and expectation-setting for ads. The IAB’s OM (Open Measurement) SDK has provided much-needed simplicity to the ad measurement process for ad vendors and publishers. Previously, publishers would have to integrate different advertiser SDKs for each ad vendor. OM simplifies the process and reduces the pain of expanding a publisher’s in-app advertising presence. Through OM, advertisers have easy, standardized visibility into ad viewability, regardless of the ad vendor in question. The IAB’s app-ads.txt and ads.txt functions are also important in building a standardized ad viewability framework. App-ads.txt provides an inventory of the advertisement vendors allowed to sell or resell ads in smartphone applications. This addresses a critical vulnerability where programmatic ad purchasers would buy in-app ad slots from fraudulent actors spoofing legitimate companies. App-ads.txt has seen rapid <a href="https://42matters.com/app-ads-txt-statistics-google-play">adoption</a>, with over half of the top 1000 apps on Google Play utilizing it. When talking about issues plaguing the mobile <keyword id="854976" type="PERSON" weightage="20" keywordseo="Ad-industry">ad industry</keyword>, it’s important to look at the root cause of so much pain: IVT, or invalid traffic. In a perfect world, all ad traffic-all views, clicks, and impressions, would be real, focused, engaged users gently being nudged towards a purchase decision. In practice, invalid traffic costs advertisers hundreds of millions of dollars every year. According to a Comscore study, nearly half of the top 100 UK websites have pages or sections registering over 5 percent invalid traffic. While five percent might not seem like much, the whole point of programmatic advertising is to maximize the value of ad spend: tacking on five percent defeats the purpose. Not all IVT is malicious: GIVT, or general invalid traffic, is generated by search engine spiders, VPN connections and other activity that generates site traffic but without the aim of generating ad revenue. Because GIVT doesn’t try to conceal itself, it’s fairly easy for heuristic systems to identify and segregate from genuine, revenue-generating clicks and impressions. GIVT isn’t completely harmless, though: publishers who don’t separate GIVT in analytics can distort data, exaggerating click-through rate for example, which can hinder the effectiveness of their digital ad strategies. On the other hand SIVT, or sophisticated invalid traffic, is an actual threat. SIVT is generated by threat actors running botnets, using process automation or other means to generate clicks and impressions that appear genuine and generate revenue, sapping ad publishers of their ad spend. Because SIVT is often purpose-built to emulate genuine traffic, it can be difficult to identify and handle. There are a number of SIVT approaches. We’ll now take a look at some of these: Click Fraud Click fraud is when site owners or automated programs repeatedly click on advertisements or refresh pages to exploit cost-per-click and cost-per-view payouts. Increasingly sophisticated click fraud actors may deploy RPA (robotic process automation), for human-like onscreen interactions. They will also leverage multiple IPs to give the impression of traffic coming in from different locations. Google's CFO George Reyes called click fraud the "biggest threat" to the Internet economy. iFrame stuffing Site owners seeking to benefit from false impressions may stuff advertisements into a single pixel, or deliberately align an advert out of view to generate views or impressions that never took place. iFrame stuffing allows real users to contribute impressions without actually seeing the ad. Ad stacking Ad stacking is often deployed in conjunction with iFrame stuffing. Multiple advertisements are “stacked” in place of a single ad, meaning that site owners benefit from multiple cost-per-impression payouts each time the page is viewed. Pop-Up Frauds Fraudulent pop-up ads can redirect you from your daily browsing to a trapped pop-up "notification" with nowhere to go. These fraudulent pop-ups may ask you to visit particular websites or install unwanted software. Fraudulent mobile pop-ups often integrate with mobile app stores, linking users to particular apps. This is especially problematic as less tech-savvy users are often driven to install unwanted software. In an effort to help businesses assess the risk that SIVT and GIVT poses to their digital ad strategies, the mobile ratings council (MRC) recently released draft guidelines for IVT risk assessment. The MRC guidelines aim to help ad publishers orient their IVT strategies to control invalid traffic, minimize its impact on business, and prepare for risk scenarios. The impact of mobile ad fraud As opposed to desktop sites, mobile was once thought of as a risk-free platform for advertisers. Click fraud, iFrame stuffing, and related exploits have seriously affected both content publishers and advertisers. For advertisers, their time, effort and money spent in increasing exposure and growing the user base is largely wasted as bots deprive advertisers of their connection to targeted users. Bots also cause rising inventory prices across the board, all while building distrust within the mobile advertising ecosystem. This has prevented mobile publishers from effectively monetizing their applications as advertisers become increasingly wary to partner with them. Recent studies show that 11% of display ad views and 23% of video ads stem from bot activity. It was estimated that bots are responsible for anywhere between 3% and 31% of programmatically-bought ad impressions, with the median statistic being 17%. Even “Premium” programmatic campaigns on private advertising exchanges are not safe from fraudulent activity, with approximately 10% of ad impressions coming from bots. Content publishers are particularly vulnerable because they rely on third-party ad networks for revenue. As a result, they find themselves at the mercy of the ad network, forced to accept lower CPC and CPV rates. This hurts the user experience as well: lower advertising rates may force webmasters to administer intrusive ad policies that harm the user experience. Advertisers are migrating to in-app ads to mitigate the risk There is a silver lining, though. Because mobile browsers are just as much at risk from ad fraud, an increasing number of publishers are looking to monetize through in-app advertisements. Top-rated mobile apps have billions of downloads. Studies indicate that users spend as much as three hours a day in top apps. This means that in-app advertisements in top-rated apps actually have higher visibility than ads on mobile websites. In-app environments give developers and advertisers much more control over how their content is viewed, mitigating the risk of ad fraud and ensuring a high number of genuine ad views. What’s being done to address these problems? Advertisers are becoming increasingly savvy about how to protect themselves against fraudulent traffic. Major advertisers increasingly give priority to premium greater priority to programmatic buying and adherence to guidelines including support for App-ads.txt, following RTB guidelines, viewability support, IVT support etc, standardization is becoming conditional for ad buys: sellers.json DSPs, SSPs and other stakeholders are all developing platforms that protect advertisers through artificial intelligence and machine learning solutions that automatically root out fraud. Furthermore, they investigate traffic to detect patterns that can be attributed to bots. Through the verification of app processes, it is now possible to ensure the legitimacy of apps, mobile websites, and impressions. Widespread adoption of these techniques is expected to have a dramatic impact on the industry: Advertisers will be able to get higher ROI for every dollar they spend and reach larger audiences. They'll also have access to better data about who is clicking on their ads, which will enable them to gain more insight and improve faster. Increasing standardization spurs in-app ad adoption rates However, the greater level of insight alternative ad platforms deliver come with their own set of issues. As with any emerging technology, there’s an urgent need for guidelines and standardization to ensure that advertiser and publisher needs are met without compromising usability and privacy. Standards developed by the Interactive Advertising Bureau (the IAB) are an important step forward on this front. When it comes to in-app advertising, the IAB’s App-ads.txt is a particularly useful standard. As mobile platforms onboard millions of new users every year, mobile advertising is set to play an increasingly greater role in the years to come. A cleaner ad ecosystem will open up the market, increase publisher compensation, and benefit users, publishers, and advertisers.

Things that are currently plaguing the mobile ad industry

<ul><li>In our last feature from the series where we crystal-gazed into 2022 and brought to you some key trends that will impact the industry, we speak to experts from the Indian <keyword id="6357332" type="General" weightage="20" keywordseo="gaming" source="Orion">gaming</keyword> industry.</li><li>They share their thoughts of a few big trends that will dominate the industry in 2022.</li></ul>As we enter 2022, we can only look back and wonder at the meteoric rise online gaming has seen in India in the past two years. While gaming had been witnessing growth, albeit a relatively slow one, before the lockdown, it was during the locked-at-home phase that many across the country not only discovered the joys of gaming, but also realised they could make a healthy living out of it. If most reports coming out in the last one year are to be believed, India will see an even faster growth for the industry in the next few years, and now Bharat is joining in this growth. A recent report by <keyword id="7087972" type="General" weightage="20" keywordseo="mobile-premier-league" source="Orion">Mobile Premier League</keyword> (MPL), an <keyword id="2440542" type="General" weightage="20" keywordseo="esports" source="Orion">esports</keyword> and skill gaming platform revealed that India’s tier-III cities and towns have witnessed a significant rise in the number of online gamers in 2021. The top 30 of them reported up to 170% more gamers compared to 2020. Some of the small towns have more than 100% to up to 200% growth in online gamers. Another report by Sequoia India and BCG said that while the gaming industry in India is currently smaller than that of the US and China and is 1% of the global gaming market, it is generating $1.5B revenue and is expected to triple to over $5 billion by 2025 on the back of the ‘mobile first’ phenomenon. This massive growth has also led to a new breed of influencers who are being followed by hundreds of thousands of engaged audiences. YouTube’s recently released list of top Indian creators on its platform featured 5 gamers. And things are just about starting to get heated. To understand where this highly dynamic industry is headed in this next year, we reached out to a few prominent voices from the industry and this is what they had to say: Lokesh Suji, Director, Esports Federation of India &amp; Vice President of the Asian Esports Federation (AESF) India was a sleeping giant till Covid-19 happened, and now we have established ourselves as a market that cannot be ignored; Stakeholders like the brands, investors, authorities and so on, were just sitting on the fence and observing. But with a market of at least 450 million online gamers, the potential of video games and esports cannot be ignored. The year 2021, has been the inflection point for video games in India. While esports evolves itself into various business models, Non-fungible token (NFT) will be one big trend to watch out for in 2022. Video Games is the best use case for NFTs, customization of the skins, virtual avatars, in-game items/rewards etc. all this already exists in video games (so-called metaverse) and is now starting to be converted into NFTs. One of the key drivers for the meteoric growth of Video Games has been live streaming and esports, and such content creators and/IP holders will eventually look at converting the best of gameplays/streaks/moments into NFTs, which not only help increase monetization for content creators, video game developers etc. but also be a catalyst in terms of retention of fans and users respectively. Anirudh Pandita, Founder, <keyword id="820765" type="General" weightage="20" keywordseo="Loco" source="Orion">Loco</keyword> Gaming has now arrived as a truly mainstream entertainment experience and has become the primary source of entertainment for India’s young generation. 2021 saw the rise of esports and game streaming, and 2022 will see this multiply. In 2021, we saw the arrival of BGMI which all Indian fans were waiting for and in 2022, we will see multiple big publishers release games for India. In 2021, we saw esports go to new heights and we will see continued growth in the sector in the next year as prize money as well as number of games will increase. Game streaming saw the entry of hundreds of thousands of new streamers and millions of viewers, and this trend should accelerate in 2022, with individual streams rivaling those of major traditional sports. Lastly, with blockchain providing interesting use cases, we expect to see interesting new use cases come out to help creators and consumers. We, at Loco, have always aimed at paving the way for gaming to go from a niche hobby to a mainstream national interest- which the year 2021 has helped realize. We are confident that with this, India will cement its place on the global gaming map in 2022. Abhishek Aggarwal, Co-Founder &amp; CEO, <keyword id="12415204" type="General" weightage="20" keywordseo="trinity-gaming" source="Orion">Trinity Gaming</keyword> The gaming industry is progressing, taking complete advantage of the latest developments in technology, software, better internet services, gadgets, cloud technology and more. In the Indian scenario, there is an explosive growth of gamers in this booming industry with creative and engaging content being an important aspect of the system. With more games introduced and with more people joining the pool, more brands are shifting their focus on marketing their brands through these young creators who have an enormous fan following across the age group of 15-30 which is the most targeted audience in advertising terms for both endemic and non-endemic brands. Gaming content has begun to penetrate the Tier II, Tier III locations, and beyond, giving vernacular content creators a chance to grow. With Hindi &amp; Tamil being the two most popular languages in streaming in India, it will surely gain more prominence in the coming time. More people will watch game streaming. Audiences tend to admire their creators and feel more connected to them due to their high level of engagement. The future of gaming beholds a lot and a stronger and classified gaming ecosystem is on the rise. Tarun Gupta, Founder, <keyword id="10820861" type="General" weightage="20" keywordseo="ultimate-battle" source="Orion">Ultimate Battle</keyword> Games and gaming content are highly engaging and we're seeing a huge spike in average and concurrent viewership for gaming content. The consumers are very dynamic and their attention span size has decreased noticeably in GenZ. We see short gaming video content to witness a never seen before hype in the gaming community. The mobile gaming market is expanding in tier 2 and tier 3 cities and we'll witness a rise in engagement in games, viewership, and content creation. Young gamers will play engaging games, consume fast-paced engaging content, and want to socialize with gamers often simultaneously. This will lead to more virtual world socialization among the young generation and higher consumption of gaming content. As such, 2022 will usher higher inclination by brands into the gaming industry to target the young age group of 18 to 25. With many startups and organizations focusing on gaming and esports, we'll see a spike in Esports events and team IPs being created. This will boost the gaming ecosystem in India and open multiple opportunities in careers for gamers and IT professionals. Roland Landers, CEO, <keyword id="3634002" type="General" weightage="20" keywordseo="All-India-Gaming-Federation" source="Orion">All India Gaming Federation</keyword> The Indian gaming industry along with the M&amp;E segment has now become one of the fastest growing sectors in India with around 7.3 Bn downloads in recent years. It has emerged as an important avenue due to a multitude of favorable factors such as young and tech-savvy population, affordable availability of feature-packed smartphones, better internet connectivity, and an overall technological development. The move has also accelerated the growth of multi gaming format in the online gaming space. The Indian gaming industry is expected to reach 3 billion by 2025 and is now projected to grow faster than the global online gaming segment. The industry currently employs 40,000 people in direct jobs and by 2024 the online skill gaming industry is expected to employ around 2 lakh people. This growth will further lead to revenue generation for the country, driven by ease of payment, better security and instant withdrawal of winnings etc. As the regulatory landscape is also evolving and positive judgments are expected from many states, we as an industry leader look forward to an exciting year for this sunrise sector. With its exponential growth, the gaming industry will also attract international investors to invest in the Indian market. Sameer Barde, CEO - E Gaming Federation <div type="image" title="IMG-20220110-WA0005" msid="88826278" hostid="261"></div> Online gaming will become increasingly mainstream and find acceptance as a source of entertainment in 2022. This year, we anticipate a growth rate of over 35 % for the sector as a whole. However, for this to happen, we hope to see government stakeholders accepting the need for regulation to protect the player and industry interests. Increasing monetization and adoption of new-age technology including blockchain and NFTs in the gaming ecosystem will be seen. We expect a larger number of players moving from free-to-play to paying-to-play, in-game purchases, and skill gaming. Industry players will develop new and exciting games for users based on traditional games and Indian themes, keeping the PM’s vision in mind. Additionally, e-Sports being a medal sport in the forthcoming Asian Games in September will result in a significant increase both in terms of acceptance and interest. All in all, we at EGF are excited and believe that this will be a bellwether year for the entire industry. Bhavin Pandya, CEO and Co-Founder, <keyword id="8913431" type="General" weightage="20" keywordseo="Games24x7" source="Orion">Games24x7</keyword> The Indian online skill gaming industry is poised for tremendous growth. With the right support particularly in the form of progressive policy structures, gaming can spur a second software revolution in India. As of today, this industry offers direct employment to almost 50,000 people. It is also a major source of taxation for the exchequer. In addition, the sector has multiplier benefits for several other domains including fintech, banking, semiconductors, animation, and other aspects of Information Technology. The sector has witnessed significant investments from marquee international investors and accounts of several Unicorns. With the right encouragement and support, India can emerge as a global pioneer in gaming technology. Ankur Singh, CEO and Founder, Witzeal We believe that the gaming sector will continue to expand with the high end adoption of AI and data science to understand and provide users experiences they wish for. Future of gaming will likely be based upon newer technologies like Blockchain and its active usage would prove fruitful in the years to come. Another key trend to look forward to is the penetration of gaming in rural areas because the penetration of internet and smartphones is on a gradual rise. Yashash Agarwal, Co-Founder and CEO, <keyword id="3212361" type="General" weightage="20" keywordseo="Gamezop" source="Orion">Gamezop</keyword> <div type="image" title="RIC_8498" msid="88758667" hostid="261"></div> Blockchain gaming is shaping up to be a very interesting space. We are already seeing very interesting games emerge with blockchain and NFTs at the heart of all the action. Games like Axie Infinity have popularized the Play to Earn mechanic and they have been able to scale engagement as well as monetization to huge numbers. Take it one step further and we see that decentralization is fundamentally changing how companies operate: all the way from raising money, to day-to-day governance. This is most notable in DAOs (Decentralized Autonomous Organisations), which follow a bottom-up, community-driven management style. We are excited to see the blockchain gaming projects that emerge from India! Vaibhav Odhekar, COO &amp; Co-Founder, <keyword id="2734866" type="General" weightage="20" keywordseo="POKKT" source="Orion">POKKT</keyword> The gaming industry is constantly evolving, and its popularity will continue to rise. In the last three years, the sector has welcomed 500 million new gamers globally. New technological breakthroughs such as virtual reality have provided another dimension towards entertainment in this domain. For many young folks, the industry has also become a viable career option. Talking about the trends- The audience will continue to diversify in the coming years. So, instead of a male/female audience bias, we'll have a nearly 50-50 gender split, with a lot more older people joining the online gaming space. India is expected to create more global content. Although the percentage is extremely low right now, as more high-quality content is created in India, the trend will improve. Also, e-Sports as a category will grow in popularity. In 2022, there will be a significant increase in the number of movies released worldwide. So, the biggest trend we anticipate to see is a lot more games based on movie franchises. Gaming has its own history of adapting films and gamers are enthralled by such games. Video games are a vast medium that covers a wide variety of genres and experiences that can only be experienced in games, along with contributions from a population from all over the world. Even while many modern games are inspired by movies, they are nevertheless unique in their own way and we expect them to expand in the coming years.

Gaming: What to expect from the Indian gaming and e-sports industry in 2022

<ul><li>India has banned 177 Chinese mobile apps since June, including key games such as PUBG Mobile, Mobile Legends, Chess Rush, Rise of Kingdoms.</li><li>The banning of Chinese <keyword id="1319826" type="PERSON" weightage="20" keywordseo="gaming-apps">gaming Apps</keyword> have opened doors for Indian Gaming platforms.</li><li>We speak to a few Indian gaming companies and experts to find out how Indian Gaming apps benefitted from the ban on Chinese apps so far. </li></ul>India’s ban on another 118 Chinese apps in September, including popular games such as PlayerUnknown’s Battlegrounds (PUBG), Ludo World, Dank Tanks, Ludo All Stars, Arena of Valor, Carrom Friends, Mobile Legends, Rise of Kingdom, Chess Rush opened up room for home-grown gaming apps to rise in the ranks. While only three games were banned in June, the second batch in September put a ban on 35 games. According to Pokkt, the apps that have been banned were contributing about 5% to the total revenue in mobile gaming and about 40-50 % tournaments were happening through PUBG. After the ban on TikTok, we saw many replicas like Instagram Reels, Mitron, Chingari, Bolo Indiya, Roposo, crop up. It opened up an opportunity for Indian video apps to come to the forefront and they have seen millions of downloads in the past month. Did the ban on Chinese Games have a similar effect on the <keyword id="739806" type="PERSON" weightage="20" keywordseo="Gaming-industry">Gaming industry</keyword>? We speak to experts and home-grown apps to find out if Indian games have what it takes to fill up the void and crop up as a perfect alternative. Here is what they had to say: Rajan Navani, Vice Chairman &amp; Managing Director, JetSynthesys: The ban on Chinese apps has benefitted many of our platforms, however, the growth we can attribute to this reason alone in the last few weeks is hard to allocate. It would be under 10% on an overall basis. Larger growth has been due to people staying indoors during the lockdown. We do see the surge sustained. We have a lot of promotions and loyalty initiatives within our digital products to retain our consumers even if new opportunities or other older products come back into the market. JetSynthesys Inc is our platform for global growth and we would like to see our international base growing at least 100% in the next year. Shivanandan Pare, CEO Adda52Rummy: The banning of Chinese gaming Apps have opened doors for Indian Gaming platforms. We should see a lot of local players leveraging the opportunity and coming up with new games with local flavour. As far as Rummy is concerned, it is a highly local card game and truly Indian, family card game mostly played in India and amongst Indian Families. So that we never faced any competition from chinese players. The shift due to such events, usually are secular and are sustainable based on user experience in respective platforms. We are very confident that consumers who experience our platform will stay back. We are looking at creating an experience which is immersive and engaging. Over the next 12 months the idea is to give users an extremely differentiated online rummy playing experience. Vaibhav Odhekar, Co-Founder &amp; COO of POKKT: While it's too early to talk numbers, it is a golden opportunity for local developers to explore. Obviously you can’t build a game now, so only if someone was in an advanced stage of development or had a ready product, would seek to maximise most. However, I also feel there are options of other global games like freefire. So Indian developers need to focus on quality because competition is still global. The growth will sustain but the most important factor is quality. So the ban is helping in creating trials / giving developers an opportunity. However if the game is not good or cannot develop traction, the it's a big opportunity lost. In the casual/mass gaming segment, Chinese apps hardly occupied any space. In the esports genre, pretty significant. I might say almost 40 - 50 % tournaments were happening via PubG. Abhishek Madhavan, SVP, Growth and Marketing, MPL: We have collaborated with over 28 Indian game developers and studios and published their games on the MPL platform. These games are loved by our users and are fun to play and very well made. There is no dearth of skill and talent among the Indian game development community and we hope to play our part in showcasing their games to the world. Anirudh Pandita, Founder, Pocket Aces: Loco has witnessed a 6x growth in DAUs during the last two months. The viewership increase has been driven by a growth in the number of active streamers on the platform, including India’s top streamers, who are now actively streaming on Loco. Our monthly active streamers have increased by 122% month on month during the last three months and continues to accelerate at a breakneck pace. In fact, we've also seen over 1,000+ hours of live gaming content being streamed per day and this expected to grow in the coming months as well. We are more determined than ever to empower the gaming community and the growing ecosystem which comprises over 300 million gamers currently. The <keyword id="739604" type="ORGANIZATION" weightage="20" keywordseo="Indian-gaming-industry">Indian gaming industry</keyword> has been seeing rapid growth with users from across the country taking to esports and mobile gaming in a big way. We have seen talented gamers showcase their skills through games such as Call of Duty, Free Fire and more, including PUBG. Having said that, we are confident that the recent ban on PUBG Mobile has been made by the Government after much deliberation and with good reason. We see it as a stimulus for the Indian gaming community to look within, and develop new means of showcasing their talents. We are a strong gaming community, and I am certain that we will rise to the challenges, and come out strong, with opportunities for the world to leverage. At Loco, we are more determined than ever to serve the Indian gaming community. We stand by our streamers and are working hand in hand with them to chart out a new course for gaming content. Our platform empowers users to stream games and showcase their talent in India. Being a 100% Made in India platforms, Loco will amplify its efforts towards making India a global gaming superpower.

How have Indian Gaming apps benefitted from the ban on Chinese apps so far

<ul><li>Brands like RSVP, OPPO, Mountain Dew and RedBull have associated with PUBG in the past. </li><li>PUBG was known to offer high-reach and consumer engagement, two powerful baits for brands. </li><li>Experts answer how brands that invested in PUBG will adapt to the current situation and where they will move their marketing monnies.</li></ul>It has been two days since the government banned Tencent’s signature battle royale game PlayerUnknown’s Battlegrounds (PUBG) and app clones like PABJE, FAU-G and Pixel’s Unknown Battleground have already started sprouting up on Play Store. Due to the ban, Chinese tech giant Tencent has lost nearly $34 billion (HK$ 261.05) of its market value over the last two days. PUBG was downloaded 34.2 million times until May 2020 of which India accounted for 35.8% — 12.24 million installs, according to data provided by Sensor Tower. PUBG’s ban has not only left gamers in the lurch, it also left a void for brands that invested on in-app ads, event organisers, and influencers who were using PUBG and game streaming to earn a livelihood. The game also attracted advertisers ranging from handset makers to beverage companies. Brands that catered to the young audiences like OPPO, Mountain Dew, RedBull, etc have associated with PUBG in the past. It offered them engagement and high reach. One of the prominent brand partnerships that PUBG saw was with Ronnie Screwvala Productions’ (RSVP) action drama ‘URI: The Surgical Strike.’ Gamers were given an opportunity to launch a surgical strike on Pochinki, one of the most popular towns in the game’s map. While PUBG enthusiasts did not notice the advertisements on the app, it did have some incentive-led ads like ‘watch this ad to earn a scrap coupon’, collect 10 coins and build crates to buy in-game items. Gaming was considered a niche-category for a long time in the advertising industry. However, in 2019, of the $22.6 billion spent on mobile apps in Q2 2019, $16.95 billion was spent on mobile games and Indians were the largest market for mobile games, according to App Annie. So we reached out to a few industry experts to understand what kind of dent will the ban create in the advertising and marketing industry, how brands will reshuffle their monnies and find an alternative that offers the same amount of reach and user base. Explaining how brands will try to find alternatives that offer the same reach, Vaibhav Odhekar – Co-Founder and COO of POKKT Mobile Ads, said, “In the gaming space, all the brands were largely involved in “audience buying” and not site buying (like Candy Crush). So as long as there are players and audiences actively involved in gaming, brands will continue to be happy. POKKT has a gaming audience base of over 252mn+ users in India alone, so we believe that there is a massive reach present in terms of gaming content, advertising opportunities and the effectiveness for brands. Now brands will look at tweaking their targeting strategy to try and capture a larger set of apps, or else surgically approach the top competitors of the likes of PUBG and other banned apps to ensure cumulative audience reach.” Odhekar also pointed out that the majority of Indian gamers play casual games and that is where the maximum advertising is happening. Currently, top 10 apps on Google Play Store are Casual Games. <div type="image" title="top games" msid="77932529" hostid="261"></div> On what led to <keyword id="739806" type="PERSON" weightage="20" keywordseo="Gaming-industry">Gaming industry</keyword>’s boom, Odhekar added, “Gaming became really big in the first place due to casual gaming, which means most Indian users are playing (and engaging with ads on) games like Candy Crush, Temple Run, Subway Surfer, Ludo, Carrom. And this entire segment is untouched via Chinese app influence.” Brands that did associate with PUBG, did that for its captive audience and large user base. Abhinay Bhasin, Vice President (South Asia), Data Sciences, Dentsu Aegis Network said, “Chinese apps presented advertisers with a unique avenue to reach out to captive audiences offering a fairly large base that created a diversion of spends from platforms such as Facebook and Google onto unique ad formats that the Chinese apps offered. Estimates show that apps like TikTok had over 600 million downloads in India during its lifetime and Alibaba-owned UC Browser had a market share of over 10%. With the ban on these apps and services, brands will ultimately follow eyeballs and engaged audiences. The recent ban on TikTok for example seemed to be a boon for Instagram as they launched Reels in India. Similarly, the desi competitor to TikTok, Chingari, witnessed a record 1 crore+ download on the Google Play Store shortly after an initial ban on Chinese apps was announced. Brands in India have a multitude of sources to reach out to youth audiences such as via Gaming, OTT services, the aforementioned substitutes, etc. It’s far from the end of the world!” Rajan Navani, Vice Chairman &amp; Managing Director, JetSynthesys, and President of the Indian Digital Gaming Society said that most PUBG casual players will switch to other similar games in India so the impact should not be much and it only brought about 2% to overall gaming industry’s revenue. Navani said, “Impact on the overall gaming industry should not be over 2% if one were to include in-app and advertising revenue combined, in the immediate short-term. However, the professional PUBG esport players and other content creators around PUBG streaming will be severely impacted since they derive their livelihood from the game. At a time when the domestic mobile gaming industry is growing rapidly, PUBG’s ban provides an immense opportunity for other international and domestic gaming companies to grow their market share.” According to Manesh Swamy, VP- Creative, Logicserve Digital, PUBG’s ban will not hamper brands’ way of finding ways to reach out to consumers. However, they will now be cautious to associate with any kind of Chinese brand. “As a marketer and advertiser, I feel it won’t affect the industry at large, as we always find ways to meet our clients' marketing challenges and goals. Also, taking into consideration the current reservation against Chinese products and services, even brands would be cautious and not want to associate themselves with these platforms to carry out any marketing activities. I am sure they do not wish to hamper their consumer's loyalty,” said Swamy. With the pandemic-infused lockdown, consumers had to find ways of entertaining themselves within the four walls of their house. As a result, gaming apps saw a spike in users and brands started realising the potential of this industry. Sanjay Mehta, Joint CEO of Mirum India described the foreseeable situation in one word - ‘adapt.’ He said brands and agencies will adapt and find alternatives. Mehta said, “The most impacted sector/brand because of the ban is the brand/app PubG itself and most importantly their Pro-Players, who literally earned from it. India contributed almost 1/4th of the user and being a MOG (Multiplayer Online Game) it majorly ran on a Freemium model. Means their biggest revenue generator was In-game-purchase. Gaming has been one of the biggest contributors for AdEx in India during this COVID period. So gaming is here to stay, and brands have a plethora of games to advertise on. Like Video, casual gaming is also on a high and thankfully Brands have enough options.” Ban on 116 Chinese apps and its impact on AdEx PUBG offered brands an opportunity to place in-app advertisements, explore content marketing associations and organise group events around it. So with its ban, what kind of impact will it have on Advertising Expenditure this year? With PUBG, the government also ordered a ban on another 116 apps like Ludo World, Arena of Valor, Chess Rush. The first list came out on June 29 after the Galwan Valley skirmish, which left 20 Indian soldiers dead and an undisclosed number of casualties on the Chinese side. This included the popular short video streaming app TikTok, UC Browser, Xiaomi's Mi Community and 56 others. So how will the ban on all Chinese apps in India impact overall AdEx? Bhasin said Chinese companies contribute around 4-5% to overall Indian Advertising Revenue. He said, “The ban on Chinese apps will certainly have a significant impact on influencer associations that were picking up steam on TikTok or even through gaming influencers and contests. These spends will now have to be realigned to other alternatives. Moreover, the ban on apps is most likely to have a ripple effect onto other investments into AdEx in India by Chinese companies that contribute to roughly 4-5% of the overall Indian advertising economy.” Swamy and Mehta, on the other hand, said the impact will be minimal. “I don’t feel that the ban would affect the overall Ad Expenditure as brands would redirect their strategies to fit in the best manner possible,” said Swamy. Conclusion Brands and agencies adapted to COVID, they adapted to the TikTok ban and now, they are gearing up to adapt to PUBG’s ban, too.

Will PUBG’s ban have a ripple effect on in-game brand partnerships and AdEx?

<ul><li>India has banned 118 Chinese apps including Tencent's PlayerUnknown's Battlegrounds (PUBG) as border tensions with China continue to flare up. </li><li>We speak to Indian gaming apps and digital experts to understand what it means for the industry. </li><li>They believe that it is time for Indian Gaming Companies to capitalise and use this opportunity to win the game. </li></ul>In the wake of mounting border tensions between China and India, the government of India ordered a ban on Battle Royale title game PlayerUnknown's Battlegrounds (PUBG) yesterday. According to the Ministry of Electronics and Information Technology, PUBG has been banned along with the other apps under Section 69A of the Information Technology Act, on grounds that they engage in activities which are prejudicial to the sovereignty and integrity of India, defense of India, the security of the state and public order. As of May, Tencent’s PUBG had been downloaded 34.2 million times of which India accounted for 35.8% — 12.24 million installs, according to data provided by Sensor Tower. It has seen a global revenue gain of $1.3 billion, which is nearly Rs 22,457 crore with the highest number of downloads in India. The gaming industry in India is also at its peak right now. As per ‘The Power of Mobile Gaming in India,’a report released by the Mobile Marketing Association (MMA) and Kantar IMRB in association with POKKT, the mobile gaming industry in India is projected to reach $934 million in 2022 and the number of gamers is expected to swell up to 368 million by 2022. While gamers took to social media to mourn the loss of the game, experts are rejoicing at the government’s decision. They said that there are plenty of fish in the sea to fill PUBG’s void and the move will only bring India-made games to the forefront. They also said that it may be a setback for gamers who made a living from that platform but they will eventually find another home like former TikTokers have. Here is what experts had to say about PUBG’s ban: Roland Landers, CEO, All India Gaming Federation: Any decision taken by the government in order to protect the safety, security and sovereignty of the Indian cyberspace is welcome. The move would safeguard the interests of Indian mobile and internet users while presenting a great opportunity for indigenous homegrown game development studios to showcase their talent and create exciting game formats as part of the #Vocalforlocal and #Aatmanirbhar initiatives. We are confident that games like Rogue Heist, a multi-player online shooter game, designed and developed entirely in India and many others similar to this will fill the gap. Anirudh Pandita, Founder, Pocket Aces (Owner of Loco): The Indian gaming industry has been seeing rapid growth with users from across the country taking to esports and mobile gaming in a big way. We are seeing talented gamers showcase their skills through games such as PUBG, Call of Duty, Freefire and more. We’re confident that the recent ban on PUBG has been made by Government after much deliberation and with good reason. That means streamers and gamers now have to develop their skills on other games. We are confident that our gaming community will rise to the challenge and that our great nation will produce even better and bigger talent. Loco is more determined than ever to serve the Indian gaming community. We stand by our streamers and are working hand in hand with them at this moment to chart out a new course for Indian gaming. Our platform empowers users to stream games and showcase their talent to India. 100% Made in India, Loco will amplify its efforts towards making India a gaming superpower. Yash Pariani, CEO, Indian Gaming League (IGL): This may seem like a loss to the Esports community, however, in the interest of national security, the country must take whatever precautions they deem necessary. There are plenty of other games to fill the void for PUBG and IGL have started capitalising on the recent surge of demand for these other games as soon as the ban was announced. Games such as Call of Duty (COD) Mobile, Free Fire and Fortnite may see a surge in users in India. While we may see some players move to other platforms such as PUBG PC, the majority who prefer the mobile version will be sticking to similar games on the same platform which would be COD Mobile. This will affect millions of gamers, it will have the same effect as it did when TikTok was banned for the influencers that had made a living from that platform, however, for the time being, we will see PUBG influencers and players switching to other games to make a living, it may be a set back for them but eventually, their audiences will also respond to the change. With this ban in effect, we may even see a version of the game that the audiences have grown to know and love, be developed here itself from India. Piyush, CEO &amp; Founder, Rooter: We welcome this move by our government to safeguard Indian users' data and protect the country against the potential threat these apps pose to our national security. This ban opens up tremendous opportunities for the Indian gaming ecosystem to align their businesses with the government’s Atmanirbhar Bharat strategy and also enable gaming and eSports platforms to grow faster." Stating that the company anticipated the ban and kept investing in other games, he said, "Most of the users and content creators on our platform engage in games other than PUBG. Rooter had less than 10% PUBG streamers and it was a conscious effort on our part to ensure that we focus more on other games like Free Fire and Call of Duty. Both the games have strong engagement on Rooter and most of their top streamers are part of our user base. That said, in the last two and a half months, Rooter has witnessed unprecedented growth by adding nearly 3 million users. This ban will further fuel the growth, which will help us become a dominant player in the market. Sowmya Iyer, Founder &amp; CEO, DViO Digital: Online gaming in India is at a very interesting threshold where it’s gaining a strong foothold as a subset of the Entertainment Industry. With a combination of deep mobile phone penetration, an increase in active internet users &amp; the youngest population at hand, we are seeing that the interest in gaming &amp; the number of gamers is on an exponential rise. Perhaps as a testament to this growing gaming fever in India, the digital ad spends of such games have also grown exponentially, sometimes even surpassing the actual cost of making the game. And as for marketing on these platforms, gaming has revolutionized the way we consume content &amp; has brought forth a whole new world of engaged &amp; engrossed users which is a gold mine for brands and marketers. Leading the computing &amp; online gaming movement in India, we had PUBG but with the ban, we can see the potential for the Indian Gaming Companies to fill in very well. Players like Games 24X7, Nazara Technologies are pushing the boundaries in terms of providing Indian gamers with fantastic gaming options and content. As we see a huge surge in people adopting games and engaging with games as an entertainment medium, the big shot OTT platforms like Disney, Flipkart, Amazon, etc are also taking gamification as a focus area. Statistics show India went from having just 25 gaming companies in 2010 to grow more than 250+ companies in a decade’s time which means we have the potential to create engaging content &amp; conquer the gaming industry. Now that PUBG successfully hooked a whole generation to the gaming scene in India, it’s time for the Indian Gaming Companies to capitalize &amp; use this opportunity to win the game! GD Prasad, Associate Vice President, Dentsu Webchutney: PUBG has permeated the digital media ecosystem in a way that no other game being played in India has. This is a game that has as many people watching gameplay footage on YouTube and Instagram as it does actual players. It has helped catapult a fresh set of influencers with millions of followers and subscribers and a streaming community with as many viewers. Money and politics aside, it will be interesting to see how this community adapts to the situation. I believe, we will see many changes to mobile gaming in India as a result of this move. PubJio in the making? Well, you never know! Shradha Agarwal Co-founder &amp; COO, Grapes Digital: The banning of more than 100 additional apps by the indian Government with any linkages to China, is certainly going to create unrest and affect the livelihoods of many. These apps, including PubG was not only a gaming platform but a subsistence. For PubG, India was its largest market with content creators in the universe of gaming. PUBG has helped the hardcore mobile gaming market in India to grow exponentially in all 3 metrics — users, usage and monetisation. For the first time in India, we were seeing sizable in-app purchase revenues from a single game and the ban of PUBG amongst all the other apps, will directly impact the business model for many, thereby affecting their livelihood. The ripple effect will also be felt by event organizers, marketing agencies and influencers who were using PUBG and game streaming to optimize and monetize their livelihood, surely had become a way of life and existence. With a quarter of lifetime PUBG installed in India and more than 40 million monthly active users in the month of July, according to one of the top mobile insight firms, will lead to immense uncertainty with the overnight ban of these apps. However, this move by the government was expected to come anytime soon, following the ban of TikTok. Karan Gupta, Managing Director, Zirca Digital Solutions: The Ministry's move to ban the 118 China-backed apps, while keeping in mind India's national security, will no doubt come as a shock to gamers, especially those on the PUBG platform. PUPG has been extremely successful in the country because of its mobile-first strategy, captivating the youth and attracting huge advertising revenue opportunities over the past year. The gaming market will undoubtedly see the rise of various alternative gaming apps (including some homegrown ones) which will fill the void that the ban has brought about. Though it may bring about further fragmentation in the mobile gaming industry in the short term, Indian gamers will definitely find alternate gaming apps and advertising money will follow them. MPL Spokesperson: Every such development can be an opportunity for our ecosystem. We have a very strong game developer ecosystem here in India. We have partnered with close to 30 already and the number is only growing. Rogue Heist, India's first home-made Battle Royale game, has already been called a "PUBG rival" and has been doing well on our platform for over three months now.

Can Indian games fill the void that PUBG will leave behind? Experts tell us their thoughts

<ul><li>This is the third edition of the <keyword id="8794754" type="UNKNOWN" weightage="20" keywordseo="mobile-marketing-ecosystem-report">Mobile Marketing Ecosystem Report</keyword> 2020.</li><li>This year, the report revolves around how mobile is a bigger platform than digital platforms.</li><li>It also delves deep into various trends impacting consumers and marketers, and highlights reasons why it’s necessary to go beyond the traditional realms of digital marketing to drive business and brand outcomes.</li></ul> With more and more Indians choosing to use various OTT platforms to consume content, a recent report by the <keyword id="1388371" type="ORGANIZATION" weightage="20" keywordseo="Mobile-Marketing-Association">Mobile Marketing Association</keyword> and <keyword id="177241" type="COMPANY" weightage="20" keywordseo="GroupM">GroupM</keyword> has stated that OTT players will make hefty investments of approximately ₹2.5 billion for content creation as well as distribution. The findings are a part of the Mobile Ecosystem Report 2020. In its third edition, the report this year revolves around how mobile is a bigger platform than digital platforms. The report also delves deep into various trends impacting consumers and marketers, and highlights reasons why it’s necessary to go beyond the traditional realms of digital marketing to drive business and brand outcomes. It analyses where <keyword id="691908" type="ORGANIZATION" weightage="20" keywordseo="mobile-marketing">mobile marketing</keyword> stands today, what has led us here and what the future holds. Marketing to a generation of mobile users in the most effective way is only possible with a true understanding of these users and the platforms they so ubiquitously utilise. Here are the key highlights from the report: Ephemeral Content: Ephemeral content is a rich media format which disappears after a short duration. Due to its temporal nature, ephemeral content forces creator to be more spontaneous and thus increases the likelihood of the content being authentic. AI: About 80 % of large corporate giants have adopted some or the other form of machine learning in building new competent systems, complementing their core business. E-Wallets: India’s local UPI (Unified Payments Interface) platform crossed the 1000 million user mark in October 2019, making it one of the fastest adopted payment gateways in the world, leading to a massive rise in social commerce. Gaming: There are approximately 250 million mobile gamers in India, spending about 60 minutes every day playing mobile games. 
 
 
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 OTT: With more than 30 OTT players and 10 music streaming apps in existence catering to various entertainment and media demands, Indians are prone to consuming content across an array of digital formats and platforms. 
	
 
 
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 Original Content on OTT: OTT players are estimated to make hefty investments of approximately INR 2.5 billion for content creation as well as distribution. 
 
 
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 Influencer Driven Content: Marketers believe that influencer marketing helps them engage with customer in an interactive way and thus 80% of them would increase ad spend next year. Video: With attention spans of consumers being short, short-format advertising content is key. Currently, India is the sixth largest market in consumption of video ads. Vernacular: 90% of new internet users over the next five years are expected to prefer regional languages to access the internet. Voice: 25% of search queries in India are through voice commands. 38% of consumers who have engaged with voice ads find it less interfering as compared to other forms of advertising. 
	
 
 
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 MarTech: CRM to programmatic ad buying, automation and artificial intelligence are making the advertising process more efficient. Nearly 80% of large corporates have adopted machine learning in some form; 30% of new-gen start-ups Measurement Metrics: The key metrics that matter to business are output metrics, Brand and Sales metric. Very often, advertisers measure input metrics as a way to quantify or metricize their advertising efforts. While these metrics are important to ensure hygiene and efficiency of campaign input, these are not output metrics that ultimately matter to business growth. Current mobile landscape statistics: <ul><li>India has active user base of 451Mn while the internet penetration hovers over 36%</li><li> Currently, across both rural and urban areas in India, 99% of users are using the internet on their mobile phones</li><li> Along with cheaper data plans, smart phones have also become more affordable, allowing wider access</li><li> Out of a population of 1.3-1.4 billion, India has 1.16 billion mobile subscribers, comprising 700 million unique mobile subscribers</li><li> With the increase in number of mobile phones, time spent on mobile also grew to 3.7 hours per day which is a 25% jump as compared to 2017 data</li><li> Currently, data in India is priced at USD 0.26 for 1 GB, as compared to the global average of USD 8.53 per GB</li><li> In the third quarter of 2019, the smartphone market in India shipped a whopping 46.6 million units, fuelled by launches of new models, online sales and price corrections</li><li> In 2019, consumers downloaded a record 204B apps worldwide, spending close to $120B which is 2x of 2016 spending</li><li> Among all active mobile internet users in India, which stands at approximately 451 million, entertainment is the purpose for a whopping 84%</li></ul> Speaking about the report, <keyword id="6812225" type="UNKNOWN" weightage="20" keywordseo="Moneka-Khurana">Moneka Khurana</keyword>, Country Head, MMA India said, “Considering the importance that mobile marketing holds for brands, marketers must be armed with the information on the trends and changes in the landscape and leverage the opportunities they provide. With the ecosystem report, our aim is to highlight these trends and opportunities, some of which have already become active in 2019 and will likely form vital elements of mobile marketing campaigns in the coming years. It is our hope that this report acts as a guide for marketers, highlighting the key focus areas, their challenges, and helping them to decipher what they must expect from this ever-changing mobile ecosystem”. <keyword id="232445" type="PERSON" weightage="20" keywordseo="Prasanth-Kumar">Prasanth Kumar</keyword>, CEO, GroupM South Asia commented, “India will continue to witness an upward trend in the growth of mobile ad spends this year. Cheaper data tariffs, the exponential growth of entertainment on mobiles and a variety of smartphones have led to the emergence of ‘mobile-first consumption’ users in the country.” “India is a diverse and mobile-first country, and this will further boost the growth of mobile advertising compared to digital. The availability of content in regional Indian languages is driving consumption of the mobile internet in India. We have also witnessed the use of e-commerce apps on mobile phones growing in the last few years. With a mix of utilities, mobile is going to be bigger and better in the country.” he added. For the first time, the report incorporates POV (point of view) articles from industry experts like Sandeep Bhushan, Director &amp; Head, Global Marketing Solutions, Facebook; Madhubanti Banerjee, Director, Marketing Effectiveness, Nielsen Media, South Asia; Gulshan Verma, SVP &amp; Head, Client &amp; Agency, Hotstar; Sameer Singh, Vice President, Monetization, TikTok India; Niraj Ruparel, Head – Mobile, Mindshare; Amit Relan, Co-founder &amp; Director, mFilterIt; and Rohit Sharma, Founder &amp; CEO, Pokkt Mobile ads. From metrics evaluation, brand safety, mobile entertainment to gaming and voice/audio marketing, these opinion pieces from industry leaders will help marketers to understand the gaps in content, measurement and brand safety, which are widely acknowledged as key industry challenges.

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