Meta-GWI finds social media, Reels, influencers drive Indian gamers
Study reveals: Nearly half of casual gamers and 43% of real-money gamers originate from non-metro areas, according to the research findings
Sumit Rawat
Today, Meta, the parent company of Facebook, Instagram, and WhatsApp, hosted its first-ever Gaming Summit in India, highlighting the burgeoning significance of the gaming industry in the country. Alongside, Meta disclosed significant consumer insights extracted from a comprehensive study conducted by GlobalWebIndex (GWI) on Gaming commissioned by Meta.
The study emphasized the escalating prevalence of gaming in India, revealing that nearly half of casual gamers and 43% of real-money gamers hail from non-metro areas. It spotlighted the pivotal role of social media platforms, particularly Meta, in driving gamers' discovery and acquisition of new games, with features like Reels, video ads, and influencer endorsements emerging as primary catalysts.
Arun Srinivas, Director and Head of Ads Business (India) at Meta, expressed, "Gaming stands as one of the top three verticals for Meta globally. Our Advantage+ suite of automated ads has been instrumental in propelling growth for gaming brands. Moreover, Meta serves as a leading channel for gamers to explore and purchase new games."
The summit witnessed the presence of leading gaming brands in the country, shedding light on the integration of cutting-edge technologies such as Artificial Intelligence (AI) to foster business expansion. Key industry trends shaping the gaming landscape in India were also deliberated upon.
Vikrant Mudaliar, Chief Marketing Officer at Dream Sports, remarked, "Utilizing Meta's Advantage+ App campaigns has significantly enhanced our customer acquisition endeavors, lowering the cost by 12%. Meta's extensive reach beyond tier-1 and 2 cities has been instrumental in connecting us with sports enthusiasts nationwide."
Jaskaran Singh, AVP Growth at Baazi Games, highlighted their strategies leveraging AI-powered Advantage+ Shopping Campaigns and influencer-driven creatives, resulting in a notable surge in app installs and a reduction in the Cost Per First Time Transaction.
The Meta-commissioned GWI study underscored that over three-quarters of casual and real-money gamers in India rely on social media platforms, particularly Meta, to explore and purchase new games. Additionally, it revealed that significant events like major sporting tournaments significantly influence gaming preferences, with a substantial proportion expressing a propensity towards fantasy sports games during such occasions.
Key findings from the study emphasized the increasing prevalence of gaming across India, Meta's pivotal role in facilitating game discovery, and the impact of significant events on gaming preferences. Furthermore, it highlighted gamers' inclination towards emerging technologies such as AI, Virtual Reality (VR), and Augmented Reality (AR).
The Gaming Summit served as a platform to delve into the evolving dynamics of India's gaming ecosystem, laying the groundwork for future collaborations and innovations in the industry. With gaming poised to play a pivotal role in India's tech landscape, Meta remains committed to fostering growth opportunities for gaming enterprises across the country.
