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Fetch is already entrenched in the grocery vertical, and last year it launched Fetch Play, which offers rewards for mobile gaming. The expansion into streaming, where most consumers are, is a natural progression. Kochava can track incentives, watch times, and video popularity and share that data with streamers.

AXON鈥檚 performance is pulling in spend across gaming, ecommerce, and connected TV, giving AppLovin a foothold in markets far larger than its original mobile gaming roots. What could trip things up? Regulatory risk, geopolitical volatility, or platform gatekeepers like Apple shifting their rules pose threats to AppLovin鈥檚 growth flywheel.

Our take: Video and mobile games present a unique opportunity for advertising, but marketers may have the best ROI with open-world and story-driven games since that audience is most influenced by ads. Partnerships with those games would be a helpful path forward. Dive deeper: Read our Worldwide Digital Gamers Forecast 2025.

Mobile gaming is fueling the growth. We don鈥檛 forecast mobile gamers in Canada, but smartphones are clearly the top device for gamers. Our US forecasts show that 90.0% of digital gamers play on a smartphone compared with 49.6% who use a gaming console. Because any digital device will suffice, the barriers to digital gaming adoption are low.

The company already has a wide variety of indie mobile games, but Tascan didn鈥檛 include those in Netflix鈥檚 plans. 鈥淲e will continue supporting some of them, but I feel that indie gamers are not really coming to Netflix to find indie games,鈥� he said. What we can expect: By 2027, nearly 75% of Gen Z will play digital games in some form. Netflix needs big hits that will appeal to that demographic.

By the numbers:. 14% of consumers find new brands and products via ads in video games and mobile games. The average gamer spends $18.60 per month on in-game purchases and $15.07 on gaming accessories. In 2024, only 9% of global gamers bought a physical game every month, down from 12% in 2019.

Capitalizing on mobile: While Hollywood has been vocal in its opposition to AI, a TV producer expanding into the world of games seems like a natural shift, combining the creativity of TV shows with the ubiquity of mobile gaming.

Android Auto 14.1 (beta) will introduce in-car mobile gaming with full-screen support for Angry Birds 2, Beach Buggy Racing, Farm Heroes Saga, and Candy Crush Soda Saga. Games will need to be installed on users鈥� phones and can only be accessed once the car is parked. The games disappear when cars are shifted out of park.

Two-thirds of gamers say ads don鈥檛 negatively affect their gameplay, per ComScore, and 45% of gamers don鈥檛 mind in-game ads if they get rewarded. 14% of consumers find new brands and products via ads in video games and mobile games, per GWI.

Mobile games are offering a chance to earn in-game benefits in exchange for watching an ad. Discord has found success with its "Quest" reward video ad program. At Interactive Ad Bureau's PlayFronts event last week, the promise of rewarded video emerged as a theme, with presenters championing the format's ability to engage consumers.

As mobile games adjust to privacy rules and consoles pursue new native ad formats, brands finally have more chances to advertise in games.

Most in-game ads advertise other mobile games, with an app install as the primary goal. Some of the more effective install ads are interstitial video ads, playable ads, or rewarded ads that give players in-game currency for watching the ad. These formats offer interactivity that could work well with ecommerce, especially if combined with Axon鈥檚 consumer insights.

Ad buyers will spend 90.4% of their in-game ad dollars on mobile games in 2024. But Roblox鈥檚 move to build an ad platform, along with advances in programmatic intrinsic ads鈥攁ds that meld into the virtual world, such as virtual billboards鈥攁re early moves toward adding programmatic advertising in consoles and PCs.

Mobile gaming is the largest category for video game revenues; it is forecasted to generate $118 billion in 2025, with mobile consistently outpacing console and desktop/laptop revenues through 2028. Mobile also leads for daily gaming time, with mobile gaming minutes steadily increasing while desktop/laptop and connected TV lag behind.

Gamers who grew up on PC and console games are seeking sophistication in their mobile hybrid-casual games, AAA titles, and multiplayer mobile games. We dive into the future of gaming.

In turn, access to mobile gaming led to an increase in the average age of gamers from 29 to 36. But there is a generational divide between heavy and casual gamers. Nearly 75% of Gen Zers will be digital gamers by 2027. The generation has the highest rate of digital gaming adoption, and shooting games are a major draw.

Divesting also reduces potential conflicts of interest with gaming publishers, making AppLovin鈥檚 ad platform more appealing to a broader range of mobile game advertisers. Our take: This shift highlights AppLovin鈥檚 focus on AI-driven advertising, a high-growth area; the company鈥檚 ad revenues soared 73% in Q4.

Film and TV companies are expanding into video games: Whether it鈥檚 mobile games, mid-budget indie titles, or mega-franchise blockbusters, Hollywood鈥檚 next frontier is gaming.

50% of adult US mobile gamers spend between $1 and $50 per year on mobile games, according to an April 2024 CivicScience survey.