Winning a proverbial slice of the attention pie is no child’s play for any publisher. But new research points to a cutting edge way for non-gaming publishers to increase meaningful time spent on their websites and apps — integrating HTML5 (H5) games into their sites.
These bite-sized, browser-based games, including the likes of “Wordle,” “Daily Solitaire,” and “Jewel Blocks,” can help non-gaming websites and apps like yours increase user engagement and drive revenue, according to Kantar’s latest research, commissioned by Google.
The report uncovers the universal and increasing appeal of H5 games, whose global market value is projected to grow from $1.03 billion in 2021 to $3.09 billion by 2028 as they attract audiences of all ages. H5 games can be played any time, on any device, with no download required because they’re seamlessly integrated into websites and apps.
The accessibility and appeal of H5 games means non-gaming publishers like you can ride the wave of the H5 gaming trend to further engage new and existing audiences and unlock growth. The New York Times’ acquisition of “Wordle,” for example, brought it tens of millions of new users.
Here, we delve into gamer insights from the report, which show what your site and business will gain from integrating H5 games, and how you can maximise your revenue with them.
Use H5 games to up your site’s engagement and perception
A key finding from Kantar’s research is that non-gaming publishers may have underestimated how having a fun game on the side of their sites can help them achieve their goals.
In one study, Kantar ran an A/B test to see how audiences would respond to the presence of an H5 game on a non-gaming site. The result: 79% of exposed audiences said they would stop and play the game when they came across it on the site.1
And those who did so reported an eight percentage point higher satisfaction with their browsing experience, and the same percentage point increase in likelihood of revisiting the website, as compared with audiences on the same site but without the H5 game.2
Audiences also viewed the non-gaming site with an H5 game to be more engaging, trustworthy, and innovative than the site without the game.3 But it’s not just fun and games.
The research shows that H5 games on a non-gaming site, in fact, encourages audiences to better focus on and engage with the site’s content.
H5 games on a non-gaming site gets audiences to pay more attention to its content
In one survey by Kantar of H5 players across three of the biggest export markets for APAC game developers — the U.S., Brazil, and India — 63% of respondents say they’re likely to spend more time on a non-gaming app or website with an H5 game. And that time spent helps increase brand awareness and conversion on the site.4
In fact, 67% of the H5 players surveyed say they’re likely to find out more about the brand’s website where they played the game, and 66% say they’re likely to look at a product on the site.5
Optimise H5 games on your site to drive revenue
To integrate H5 games into your non-gaming site and maximise its benefits, you don't have to be an expert game developer. You can partner with third-party game content providers to create bespoke games, or incorporate existing H5 games into your site.
The H5 games can be featured in a game centre on your site, or designed to enhance the experience of your app. In the latter instance for example, you can offer users the chance to play seasonal games and win in-app rewards.
You can further maximise the value of H5 games on your site by introducing in-game ad placements. These include rewarded ads, where players engage with the ads to gain rewards that help them progress in the game, and interstitial ads, which show up during natural breaks in the game, such as when a screen loads.
Kantar’s research shows that H5 gamers are open to such ads, with 67% of participants in a study saying that ads had no negative impact on their overall gaming experience. In addition, 70% of H5 gamers say they’d click on an ad if it offers rewards, and 62% of them would do so if it features a product or service they find relevant.6
For seamless integration and monetisation of H5 games on your site, you can work with Google Certified Publishing Partners. Such an arrangement lets you quickly roll out your marketing and game monetisation strategy and generate new revenue streams with Google’s H5 Games Ads.
If you’re looking to improve results and revenue on your non-gaming site, H5 games are a powerful and practical way forward. By integrating them into your site and monetising them, you’ll be able to reap the rewards of improved user experience, higher engagement, and additional revenue.
