Mobile games aren’t just for kids sneaking in screen time or weekend gamers anymore. Today, mobile gaming is a serious channel for brands, with over 212 million U.S. gamers​. And if your brand isn’t tapping into this space, you’re already falling behind.

Mobile gaming offers more than entertainment—it’s a powerful platform for engaging consumers. According to a report from the IAB and Advertiser Perceptions, backed by Admazing and Venatus, in-game ads are proving to drive real engagement and influence purchase decisions. It’s time to level up your media strategy, and mobile gaming is the key.

1. The Maturation of Mobile Games Advertising

Once seen as a niche, youth-oriented channel, mobile games advertising has matured into a core part of the media mix. It’s no longer just about performance metrics; brands are now using games for both brand awareness and conversion-focused campaigns.

U.S. gaming ad revenues are projected to rise from $7.5 billion in 2023 to $11.5 billion by 2027​, and 86% of advertisers say games advertising is becoming increasingly important​. This shift has moved brands toward always-on campaigns that keep their messaging in front of audiences year-round.

2. Mobile Gaming as a High-Impact Channel Throughout the Purchase Journey

Games advertising delivers strong results at every stage of the customer journey. Whether the goal is awareness, consideration, or purchase, mobile games drive consumer engagement.

80% of advertisers say games advertising helps reach hard-to-reach audiences​, and 66% believe it effectively influences purchases​. By integrating immersive ad formats like playable ads or branded content, brands can deeply engage audiences while pushing conversions.

3. The Rise of Always-On Gaming Campaigns

Brands are now running continuous campaigns in mobile games, recognizing the value of staying visible throughout the year. In fact, 44% of advertisers with dedicated gaming budgets have shifted to always-on strategies​.

This approach allows brands to stay connected with their audience at every touchpoint, building long-term relationships and driving stronger loyalty.

4. Investment in Mobile Gaming Ads Continues to Surge

Mobile gaming has become a top investment area for brands. In 2024, 40% of advertisers plan to increase their games ad spend​. The channel is delivering measurable ROI across industries, from retail to healthcare, as more brands adopt it as a key part of their media mix.

5. Brand Safety and Measurability in Mobile Gaming

Concerns about brand safety in gaming have been addressed with advancements in ad-tech. Today, 90% of advertisers agree that games advertising is as brand-safe as other digital channels​.

Additionally, 85% of advertisers feel confident in measuring the success of their gaming campaigns, tracking metrics like engagement, conversions, and brand lift​.

6. Reaching Unique, Hard-to-Reach Audiences

Mobile gaming excels at connecting brands with hard-to-reach audiences, such as Gen Z, multicultural groups, and cord-cutters. Over 90% of advertisers report that games help them reach specific consumer groups​.

By leveraging formats like skins, playable ads, and in-game sponsorships, brands are seeing higher engagement and better brand recall with these valuable demographics.

Mobile gaming has become a vital channel for brands to engage with audiences in an interactive and measurable way. It’s no longer a niche opportunity, but a core channel that delivers real results. Its ability to provide immersive ad experiences makes it a powerful tool for driving both brand awareness and conversions.

If you’re ready to tap into the power of mobile gaming, Admazing is here to help. With our expertise in creating impactful, data-driven campaigns, we’ll connect your brand with the right audiences through mobile games. Let’s change the game together.