May Lab Co., Ltd. What is game video advertising that hits Generation Z? More than 80% of Generation Z user s who use TikTok every day have “installed” after watching game video ads

May Lab Co., Ltd.
[What is a game video ad that hits the Z generation? ] More than 80% of Generation Z users who use TikTok every day have “installed” after watching game video ads
~ Reasons such as “I want to try it when I see the actual play video” ~
Meilab Co., Ltd. (Headquarters: Minato-ku, Tokyo; Representative Director: Shinichi Sato), which provides video advertising service “Mr.GAMEHIT” (https://mrgamehit.com/) specializing in the game industry , Conducted an awareness survey on Gen Z game video ads for 111 people of Generation Z (ages 18 to 26) who have watched video ads in game apps and use TikTok every day. So let me know.
Survey summary
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Survey outline
Survey overview: Awareness survey on game video advertisements for Generation Z Survey method: Internet survey planned by IDEATECH’s research PR “Resapie (R) ︎” Survey period: November 9, 2022 to November 11, 2022
Valid responses: 111 people from Generation Z (ages 18-26) who have seen video ads for game apps and use TikTok every day
*Composition ratios are rounded off to the second decimal place, so the total does not necessarily add up to 100.
≪Terms of Use≫
1 Please specify the name of “Mr.GAMEHIT” as the source of the information. 2 When using on a website, please set the following link as the source. URL: https://mrgamehit.com/
80.2% have experienced interest in video advertisements for “game apps” that flow when using SNS
“Q1. Have you ever been interested in the video advertisements for a ‘game app’ that appear when using SNS? ”(n=111), 54.1% answered “a lot” and 26.1% answered “somewhat”.
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Q1.Have you ever been interested in the video advertisements for “game apps” that appear when using SNS?
・ Quite a lot: 54.1%
・ Somewhat: 26.1%
・ Rarely: 12.6%
・ Not at all: 6.3%
・Don’t know/can’t answer: 0.9%
More than 80% have actually installed a game app after watching a video advertisement
“Q2. Have you ever actually installed a game after watching a video ad for a ‘game app’ when using SNS? ”(n=111), 43.3% answered “many times” and 29.7% answered “several times”.
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Q2.Have you ever actually installed a game after watching a video ad for a “game app” when using SNS?
・ Many times: 43.3%
・A few times: 29.7%
・ Only once: 10.8%
・ Not at all: 15.3%
・Don’t know/can’t answer: 0.9%
More than 70% of the reasons for installing game apps were “because I wanted to try it when I saw the actual play video”
For those who answered “Many times” or “A few times” in Q2, “Q3. Please tell us all that apply to why you installed the “game app” after watching the video advertisement. (Multiple answers)” (n = 81), 70.4% answered “I wanted to try it when I saw the actual play video”, and 45.7% answered “Because I was worried about the continuation of the video advertisement”. %, and 35.8% answered that they were attracted to the images and background music.
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Q3. Please tell us all that apply to why you installed the “game app” after watching the video advertisement. (multiple answers)
・I wanted to try it when I saw the actual play video: 70.4%
・Because I was worried about the continuation of the video advertisement: 45.7% ・Because I was attracted to the video and BGM: 35.8%
・Because I was attracted to the character in the video ad: 27.2% ・Because I was attracted to the message in the video ad: 27.2% ・Because I found out that there is a bonus for installation: 21.0% ・Because I collaborated with my favorite anime/manga: 12.3%
・My favorite celebrity was used as a model: 9.9%
・Other: 0.0%
・I don’t know/can’t answer: 2.5%
There are also other reasons such as “I thought it was interesting” and “Because there was a voice actor I liked”
For those who answered anything other than “I don’t know/can’t answer” in Q3, I asked them, “If there is a reason why you installed the “game app” after watching the video ad, other than what you answered in Q4.Q3, please tell us freely. (free answer)” (n=79), we were able to get 46 answers such as “Because I thought it was interesting” and “Because there was a voice actor I liked”.
-Free answer/partial excerpt-
・ 24 years old: Because I thought it would be interesting.
・ 23 years old: Because I had a favorite voice actor.
・ 24 years old: Because it seemed to be healed by the cat game. ・ 19 years old: Because it seemed easy and fun.
The genre of the game that was installed after watching the
advertisement, “role-playing” was the highest at 54.3%
For those who answered “Many times” or “Several times” in Q2, ask “Q5. please give me. (multiple answers)” (n=81), 54.3% answered
“role-playing”, 48.1% answered “action”, and 45.7% answered “puzzle game”.
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Q5. Please tell us all that apply to the genre of “game apps” that you have installed after watching a video advertisement. (multiple answers)
・ Role-playing: 54.3%
・Action: 48.1%
・ Puzzle game: 45.7%
・Adventure games: 40.7%
・ Simulation game: 29.6%
・Rhythm game: 21.0%
・Table games: 19.8%
・Casual games: 18.5%
・Sports games: 11.1%
・Other: 2.5%
・I don’t know/can’t answer: 2.5%
On the other hand, 95.1% have experienced a gap between “video ad content” and “actual game content”
For those who answered “Many times” or “A few times” in Q2, we asked them, “Q6. ”(n=81), 59.3% answered “a lot” and 35.8% answered “somewhat”.
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Q6.Have you ever felt a gap between the content of a video
advertisement and the content of the actual game?
・ Quite a lot: 59.3%
・ Somewhat: 35.8%
・ Rarely: 3.7%
・None: 0.0%
・I don’t know/can’t answer: 1.2%
More than 60% of the respondents answered that the content of the video advertisement and the content of the game were different as a gap they felt.
For those who answered “A lot” or “Slightly” in Q6, “Q7. Please tell us all that apply to the gap you felt when comparing the content of the video advertisement and the content of the actual game. ( (multiple answers)” (n=77), 62.3% answered “The content of the video ad and the content of the game were different”, 44.2% answered “I could not operate it I thought I could”, and ” 37.7% answered that it took a long time to play a specific function.
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Q7. Please tell us all that apply to the gap that you felt when you compared the content of the video advertisement and the content of the actual game. (multiple answers)
・The content of the video ad and the content of the game were different: 62.3% ・ I couldn’t do the operation I thought I could operate: 44.2% ・ It took a long time to play a specific function: 37.7%
・Payment was required to play certain functions: 24.7%
・The character used in the advertisement did not appear in the game: 13.0% ・Other: 1.3%
・I don’t know/can’t answer: 3.9%
On the other hand, the most common reason for not installing the game after watching the advertisement was “because I wasn’t attracted to it even when I saw the play video,” at 47.1%.
For those who answered “not at all” in Q2, “Q8. Please tell us all that apply to why you did not install the “game app” after watching the video advertisement for the “game app”. (multiple answers)” (n = 17), 47.1% answered “I wasn’t attracted to the play video” and 17.6% answered “I felt the advertising was exaggerated”.
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Q8. Please tell us all that apply to why you did not install the “game app” after watching the video ad for the “game app”. (multiple answers)
・Because I wasn’t attracted to the play video: 47.1%
・ Because I felt that the advertisement was exaggerated: 17.6% ・Because the image quality and sound quality were low: 11.8% ・ Because there was an unpleasant depiction: 11.8%
・Because I didn’t understand the content of the game: 11.8%
・Because the tempo of the video was bad: 5.9%
・There was too much information: 5.9%
・Because it was talked about the gap between the content of the advertisement and the actual game: 5.9%
・Other: 11.8%
-19 years old: I don’t like games
・I don’t know/can’t answer: 5.9%
There are also other reasons such as “I don’t like it because it’s too exaggerated” and “I don’t play games much”
For those who answered anything other than “I don’t know/can’t answer” in Q8, I asked them, “Other than what you answered in Q9.Q8, why did you not install the “game app” after watching the video ad for the “game app”?” If there is, feel free to let me know. (free answer)” (n=16), we were able to get 6 answers such as “I don’t like it because it’s too exaggerated” and “I don’t play games much”.
-Free answer/partial excerpt-
・ 25 years old: I don’t like it because it’s too exaggerated. ・20 years old: Because I don’t play games much.
・25 years old: Because there are fraudulent advertisements and comments. ・19 years old: I don’t like games.
summary
This time, we conducted an awareness survey on Gen Z’s game video ads, targeting 111 Gen Z people who have seen video ads for game apps and use TikTok every day.
More than 80% of the respondents have actually installed the app after watching a video ad for a “game app”. I was. On the other hand, it turned out that many people who actually installed it felt a gap between “contents of video advertisements” and “actual game contents”. It became clear that many of Generation Z have touched video advertisements for game apps, and have installed game apps from video advertisements because they “wanted to try it when they saw the actual play video”. I was. On the other hand, it seems that more than a few people have felt a gap between the content of video advertisements and the content of games. Due to this gap, many people uninstall the app immediately after actually playing it, and it is thought that the trust in video ads may be undermined. Therefore, in order to get Gen Z, who is exposed to video advertisements for game apps on a daily basis, to recognize and install your company’s game app, the key is to create life-size advertisements that understand the feelings of game players. it might be.
About “Mr.GAMEHIT”
Mr.GAMEHIT is a video advertising service specialized in the game industry by a group of serious gamers.
Supporting an increase in the number of game players with “video production” and “advertising operations”. We offer a one-stop service from strategy planning to planning, production, analysis, and creative improvement.
Based on over 5,000 production achievements in the past, we support the improvement of results with “videos that make you want to play” and “operations that lead to winning creatives”. From famous titles to indie games, it is used by domestic and overseas game companies, advertising agencies, game media, etc.
[Mr.GAMEHIT document request form]
https://mrgamehit.com/document/
Company Profile
Company name: MEILABO CORPORATION
Location: Aoyama Center Building 2F, 3-8-40 Minami-Aoyama, Minato-ku, Tokyo Representative Director: Shinichi Sato
Business description: video production, advertising operations, system development, web production, IT/web consulting
Company HP: https://meilabo.co.jp/
Details about this release:
https://prtimes.jp/main/html/rd/p/000000019.000052268.html


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