Gaming is one of the central topics in tourism in 2013. Gamification in tourism is one of the areas in which large travel brands are investing at the moment. Now, mobile gaming is also becoming increasingly interesting for a variety of industries due to the huge increase in consumers using their Smartphones on a daily basis. This is no surprise as the Smartphones are very handy to use especially for consumers on the go. Latest research by eMarketer now revealed that mobile gaming in the UK is increasing its popularity. Between January 2011 and April 2013, the number of mobile gamers increased by 92%. This remarkable growth is also due to women playing mobile games throughout the day. On the whole, men are still accounting for the majority of overall mobile gamers (eMarketer 2013).
IN GAME ADS
Mobile gamers show a quite interesting high recall of in-game ads. When playing a game on a mobile device, 40% consumers are more likely to recall the in-game ad than when prompted with an ad while using an app or browser. This is very interesting, especially with advertising being a substantial area in terms of allocating money for a lot of tourism companies. Conversions also showed a similar pattern, as these were a lot higher for mobile games.
GAMING IN THE UK
Mobile gaming is particularly interesting for consumers in the UK. The Smartphone adoption and usage is very high within the UK, leading to much more consumers playing mobile games frequently in their daily lives. Among UK mobile users, games are already amongst the top 10 most popular activities. In ninth place, games are actually ahead of listening to music, instant messaging or maps. Each year, the number of consumers playing games on mobile phones is increasing with 6% of UK consumers in 2009 to 13% in 2012. Since 2011, the number for tablet gaming is also increasing but is still very low at 5% in 2012.
SMARTPHONES REPLACING DEVICES
The Smartphone is increasing its popularity and is now already replacing other devices. Many consumers worldwide are using Smartphones as a replacement of an alarm clock. In years to come, this will only be more and more the case. Smartphones are used instead of watches by 57% of UK consumers, Smartphones also replace separate cameras or even game consoles. This is a very interesting development and shows that consumers that are better and better connected prefer using one device for a variety of things. The Smartphone will continue to replace other devices which means that the tourism industry also needs to think ahead and ensure that travel brands are ready for this Smartphone revolution.
More from #DTTT
In February we present:Shaping Vienna – A New Visitor Economy Strategy for the Vienna Tourist Board
Sustainable tourism growth is at the forefront of destination strategy today, proposing new visions and objectives for the future of the visitor economy. The Vienna Tourist Board presents its Visitor Economy Strategy 2025, Shaping Vienna, reflecting a new era of tourism that targets sustainable development with an emphasis on adding value for the city, its […]#Visitor Economy Strategy #sustainable tourism #add value #Vienna Tourist Board
In February we present:Travel Oregon – Rethinking Content Styles
For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]#rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
In January we present:#ClientStories Visit Brussels | Full Digital Transformation
The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities. Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]#digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
In January we present:Visit California – The Pivotal Brand Touchpoint
Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round. Visit California understands the importance of […]#brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
In January we present:Digitising a Destination with Tourisme Bretagne
Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved. The Federation of Breton Tourist […]#Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
In January we present:How Destination Canada evolved from a Destination Brand to a Passion Brand
For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand? Here is an extract of Destination Canada’s talk about brand transformation. We have highlighted the key messages. The full […]#brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy