Marketers Are Looking to Casual Mobile Gaming to Target Audiences

Developers and media buyers partner to reach consumers on their phones

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In 2019, games are everywhere. The global number of people tapping into them across their phones is set to top out at more than 2.4 billion by December and is expected to reach more than 2.7 billion by the end of 2021. Now, game developers and marketers alike are taking notice—and thanks to the rollout of uniquely engaging ads unavailable on other platforms, in-game advertising is easier than ever.

In the past, the bulk of consumer cash in the gaming market was dedicated to in-app payments (IAP) where players could punch in their credit card information to buy boosts in-game.



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This story first appeared in the Sept. 23, 2019, issue of Adweek magazine. Click here to subscribe.