You’re watching your favorite series on Netflix when all of sudden, a commercial comes on. Ummm, what? Nope. You grab your phone and unscramble a few words with a smile. A new puzzle appears and it’s a stumper…you need a hint, but you’re out of credits. A video pops up and offers you all the credits you need just for watching. Heck yes, you’ll watch! You see a short video on a new chili lime chip (yum-o!) and use the points to get the clue. Win-win! 

This is called the “second screen phenomenon” and 73% of users play games on their phone while they’re watching TV. Turns out, that game play can equal big business for brands. According to an Interactive Advertising Bureau report, mobile gaming is the largest segment in the gaming industry, generating billions in revenue each year. And as of 2024, it’s estimated that there are over 3 billion mobile gamers worldwide.

And rewarded videos, in particular, have gained traction with mobile gamers. Players can opt-in to watch ads in exchange for in-game rewards (such as extra lives, coins, level-ups and credits). These videos appear organically during natural breaks in the game, and the format is mutually beneficial: players get something valuable, and brands get a highly-engaged audience. 

Playable ads are another way advertisers are winning with mobile gamers. The reason they’re so effective is that they actually involve the user in an experience. Instead of just mindlessly scrolling social media and seeing a blip of brand content, these interactive ads are actually games. Can you make the kitchen sparkle in 15 seconds? Catch all the snacks in the character’s mouth? Jump over the boulders in your brand new sneaks? These activities and mini challenges give your brain a tiny hit of dopamine, the "feel-good" neurotransmitter. It’s released every time we engage in rewarding activities, especially those that provide a sense of achievement. And that feel-good wave can translate to brand affinity and sales. 

Plus, the sheer scale and diversity of the audience can make mobile gaming the perfect battleground for brands. Unlike traditional console or PC gaming, mobile gaming reaches a wide range of demographics, including women, (those oh-so-important Household Decision Makers!), Boomers, Gen X, Gen Z and Millennials. The IAB report also highlights that nearly three out of four mobile gamers play daily, with many spending more than 30 minutes per session. This level of engagement is a goldmine for brands looking to capture consumer attention.

There’s even real-time optimization and advanced audience targeting–which can be a game-changer for brands. Brands can adapt to a player’s preferences while maximizing their return on investment (ROI).

The mobile gaming world offers brands a unique opportunity to connect with consumers in new and innovative ways. With the advent of advanced targeting techniques, real-time optimization, and ad formats that blend seamlessly with gameplay, advertisers are able to craft more personalized and effective campaigns than ever before.

And as mobile gaming continues to evolve, it’s clear that brands will need to stay on top of the latest trends and strategies in order to maintain their competitive edge. Whether it’s through data-driven insights, interactive ad formats, or gamified experiences, the mobile gaming ad industry is rapidly reshaping the future of digital advertising. 

And with the average person touching their phone 2,617 times A DAY (according to a DScout study), digital advertising is how brands will continue to connect. To learn more about the world of mobile game advertising and the way brands can level-up, take a listen to this 9-minute podcast:

https://open.spotify.com/episode/1sdkzW0qT146FI78WatVcd?si=vqFzHsiwR4-NC5FzqTawXw

Source: https://www.dscout.com/people-nerds/mobile-touches