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Its capabilities extend beyond AppLovin鈥檚 mobile games to external studios, broadening its impact. Last year鈥檚 Axon 2.0 upgrade introduced improved machine learning models that enable more precise targeting, increasing the effectiveness of app-install ads.

Gaming audiences are a powerful force in back-to-school shopping, influencing both digital and in-store purchases. Activision Blizzard Media鈥檚 latest research reveals how this often-overlooked group鈥攎any of them parents鈥攁re planning early, spending big, and responding to mobile-first ads.

Discord expands ad offerings: The company is launching Video Quests for mobile in June 2025, incentivizing ad engagement with in-game rewards as it broadens its advertiser appeal beyond gaming.

Flashy new features meet AAA games, yet battery life shrinks and OLED gets ditched. Is this really a next-gen move?

Those increased processing abilities are also enabling more advanced mobile games, indicating an open door for highly-advanced phone apps and offerings. Our take: SlimLM could be the start of a new chapter for AI, where models aren鈥檛 reliant on remote data centers or strong internet connections.

As competition intensifies and consumers continue to seek value, retailers will need to double down on how to differentiate themselves and offer shoppers what they want, wherever they are.

With party games, GTA, and AI-powered development, Netflix is diversifying. But inconsistent strategy and low TV gaming interest could make this a tough sell.

Gen Zers and millennials have normalized gaming into adulthood, but smartphones have opened the door for older generations.

鈥淢obile game advertising has grown at a pretty nice clip, and it鈥檚 going to continue,鈥� said Wurmser. Another factor that has helped is the wider array of games now available on mobile. More complex casual games with a variety of monetization strategies and rich media ad formats are available, as developers rely less on hypercasual games. This was originally featured in the 蘑菇AV Daily newsletter.

Companies specializing in mobile gaming could observe a reduction in user engagement and in-app purchases.

App install ad spending on mobile games started to recover in 2023, but it still dragged down overall install growth. Game advertising reeled from Apple鈥檚 AppTrackingTransparency (ATT) privacy rules that took effect in 2021. Then growth in in-game advertising slowed in 2022 but started to recover in 2023.