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Those include the nearly universal adoption of smartphones; the immense popularity of mobile gaming; social media integration; and the increasing use of AR in retail shopping experiences. Smartphones. Widespread smartphone adoption enables AR experiences.

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

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.

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.

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

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

The average US adult will spend more than 8 hours per day on digital media this year, with about half of that time spent on mobile devices and more than a quarter on CTV.​

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.

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’s AppTrackingTransparency (ATT) privacy rules that took effect in 2021. Then growth in in-game advertising slowed in 2022 but started to recover in 2023.