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Betting big on mobile gaming, the company launched a 5G-enabled device earlier this year. For those consumers who have ever lost phone reception at a concert, high-capacity events are a key application for 5G鈥攁nd Verizon is taking advantage. The company created a flexible network model for the Formula One Crypto.com Miami Grand Prix last year and reported good results.

Existing ad formats for non-mobile games, like in-game experiences and billboards, require resources brands may not have, said Dave Madden, founder and president of PlayerWon. Brands like Amazon Prime, Experian, and Disney are purchasing the new pre-roll ads. The new formats also allow brands to use existing CTV creative in video games, creating efficiencies.

It urges stricter rules to protect minors from overspending in games like Fortnite and Minecraft.

Our debut worldwide digital gamer forecast reveals that growth has slowed considerably, mainly because gaming is already a common and popular activity for internet users in almost every country. But some markets are more enthusiastic than others.

For mobile gaming in particular, US adults will spend 10.6% of their mobile time playing games this year, per our forecast. But we expect just 3.9% of US mobile ad spend will go to the category in 2023. The hesitation: Gamers are savvy internet users, so in-game ads need to target the specific game and platform where they鈥檙e featured.

Time spent on media and consumer spending are plateauing, making one company's gain another's loss. Diving into these market dynamics, we explore innovative strategies for advertisers and retailers to win consumers in the new digital era.

Adults will average 24.4 minutes per day playing mobile games in 2023, good enough for a 40.2% share of the 60.6 minutes spent gaming across devices. Desktops and consoles have been neck and neck for years. The average time spent, however, doesn鈥檛 tell the whole story.

Clinton used the virality of the Pok茅mon Go mobile game for wordplay, but she didn鈥檛 add a point of view or perspective relevant to her, and as a result her language felt stale. How do marketers stay relevant? They have to tune into the cultural conversation. That means scrolling through social platforms and seeing how people talk about your brand and engage with existing campaigns.

This number will continue to rise throughout the forecast period as more parents accept their children鈥檚 smartphone usage for safety, social media, and mobile gaming purposes. Kids are getting smartphones younger. By the end of the forecast period, 23.7% of children ages 0 to 11 will own a smartphone. That鈥檚 about 11.8 million kids鈥攎ore than a twofold increase since 2018.

They seem to be very focused on mobile games. I don't think that there is an audience for a subscription mobile game service in the way that there is for a service like Game Pass, which much of the Microsoft and Activision merger kind of revolved around. I also think that their IPs are not so strong.

And the total mobile game ad spending pool we say is 6.67 billion in the US. And already, right before the acquisition went through, Activision was signaling that they're making a big push into mobile advertising.

Nearly half (49%) of online gamers are millennials, putting the generation ahead of all others, according to July 2024 data from Comscore.

Previously, we only estimated time spent with mobile gaming apps, but now we have metrics for all gaming across all devices. The overall adult population will spend 1:01 per day gaming in 2023, and active gamers will spend a robust 1:48. Although these numbers are high, growth is expected to be negligible going forward.

Although every app category will gain users in 2023, the average smartphone owner will install and open fewer individual apps as consumers settle on their favorites.

Key stat: 53% of US consumers love or like playing video games, according to April 2024 data from Collage Group. Among Gen Z, that figure increased to 72%.

Something that is not in the Activision Blizzard name but is one of its biggest assets is King, which is a mobile game company that created Candy Crush. So it would give Microsoft a sizable chunk of the mobile gaming market, which continues to grow. And like you said, Call of Duty is really one of the biggest parts of this acquisition.

This first-of-its-kind report compares and contrasts our US ad spending forecast with our US time spent with media forecast. It identifies unexpected incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Here's how people in South Korea spend their time and money online, represented in 10 charts.

Its fastest-selling game is extending the popularity of the 7-year-old handheld console and defying the cloud-gaming trend.

Giving Ubisoft the rights to distribute games in the EU could appease UK regulators鈥� concerns, clearing the final stage in gaming鈥檚 biggest acquisition.

US mobile in-app ad spend will be about four times higher than in-app purchase spend this year, at $159.24 billion compared with $42.37 billion, according to our forecast.