AN EXAMINATION OF AUGMENTED REALITY IN MOBILE MARKETING: A CASE STUDY OF A GAMING APP IN ABUJA.
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- NGN 5000
Background of the study:
Augmented reality (AR) is increasingly integrated into mobile marketing strategies to create immersive and interactive experiences. Gaming apps in Abuja are leveraging AR to enhance user engagement by overlaying digital elements onto real-world environments (Okoro, 2023). This study explores the application of AR in mobile marketing, particularly how it influences user interaction, game mechanics, and overall app appeal. By enabling users to experience virtual enhancements in real-time, AR can transform gaming experiences and foster a deeper emotional connection with the app (Adebayo, 2024). The interactive features of AR also open new avenues for personalized advertising and in-app promotions, providing a competitive edge in a crowded market. However, challenges such as high development costs, device compatibility issues, and user adaptation remain significant. This research assesses the benefits and limitations of AR in mobile marketing for a gaming app, offering insights into how AR can be optimized to boost user retention and monetization (Balogun, 2025).
Statement of the problem:
Despite the innovative potential of AR in mobile marketing, gaming apps in Abuja face challenges in seamlessly integrating AR features. Technical issues, high development costs, and inconsistent user adoption hinder the full realization of AR’s benefits (Okoro, 2023). These obstacles often result in suboptimal user experiences and lower engagement levels, limiting the effectiveness of AR-driven marketing efforts (Adebayo, 2024).
Objectives of the study:
To evaluate the impact of AR on user engagement in mobile gaming.
To identify challenges in implementing AR in mobile marketing.
To propose strategies for optimizing AR integration in gaming apps.
Research questions:
How does AR influence user engagement in mobile gaming?
What challenges affect the integration of AR in mobile marketing?
What measures can improve the effectiveness of AR features in gaming apps?
Significance of the study:
This study is significant as it provides insights into the transformative role of AR in mobile marketing. The findings will help gaming app developers in Abuja optimize AR features to enhance user experiences, increase retention, and drive revenue growth (Balogun, 2025).
Scope and limitations of the study:
The study is limited to examining AR integration in mobile marketing for a gaming app in Abuja, Nigeria, focusing exclusively on user engagement metrics.
Definitions of terms:
Augmented Reality (AR): Technology that overlays digital content on the physical world.
Mobile Marketing: Marketing strategies designed for mobile devices.
Gaming App: A mobile application designed for interactive entertainment.
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