Mobile gaming isn’t just dominating screen time. It’s also reshaping the way brands connect with consumers.
With massive reach, emotionally engaged users, and an evolving monetization model, mobile gaming is moving beyond its performance-only roots and becoming fertile ground for brand advertising. And it’s happening at exactly the right moment.
Brand buyers who once relied solely on walled gardens are harnessing the power of the open internet to unlock greater efficiency, transparency, and scale. At the same time, mobile developers are seeking new, non-disruptive ways to drive revenue and grow the lifetime value (LTV) of their users. The opportunity is clear: mobile gaming represents a high-value channel ready for smarter, more seamless advertising, and both sides are ready to engage.
The Mood Matters: Gaming Is a Joyful, High-Intent Environment
According to PubMatic’s 2025 Gaming Sentiment Study, an impressive 94% of gamers feel happy while playing. That’s not just a stat – it’s a signal. Happy users are more receptive to brand messaging, and mobile gamers are proving this with their actions:
- 89% encounter ads at least weekly
- High-income gamers are especially engaged and responsive
- Mobile game ads drive more product recommendations than TV (51% vs. 27%)
Gamers aren’t tuning out. They’re acting, and advertisers looking to drive meaningful outcomes should take note.
Built for Brands: Formats Gamers Actually Like
Not all ads are created equally, and gamers are telling us what works.
- 85% enjoy product placements
- 83% respond positively to native ads
- 73% like intrinsic in-game placements
The catch? These formats remain underused. Native, in particular, is the primary ad type for e-commerce and social advertisers – two verticals now expanding their media strategies beyond closed platforms. These buyers are looking to extend their reach, and mobile games represent premium, brand-safe inventory that’s ripe for activation.
Add in the fact that 92% of gamers multitask – often watching TV or browsing social media while they play – and it’s clear that mobile gaming offers rich potential for cross-channel storytelling.
Programmatic Buyers Are All In
What was once a cautious test-and-learn channel is now seeing real programmatic investment. We’re hearing firsthand how buyers are looking for direct access and transparency via the software developer kit (SDK) within the client application, new placements that offer creative flexibility, and solutions that can balance performance with brand impact.
At PubMatic, we’re helping accelerate this shift. Our OpenWrap SDK solution delivers value across the ecosystem – giving app developers greater control, access to premium brand demand, and operational efficiency, while providing buyers with transparent, targeted ad experience, high-quality and high-performance mobile inventory at scale. Hungry Studio, a global casual game developer behind hits like Block Blast!, saw a 10% increase in banner eCPM after implementing OpenWrap SDK, demonstrating how higher-quality demand sources can directly improve monetization performance.
Meanwhile, our Connect platform enables curated inventory strategies layered with partner IDs, seller-defined audiences, contextual data, and commerce data – allowing mobile publishers to segment audiences more precisely and giving advertisers the control they need to drive outcomes.
With direct connections and intelligent packaging, we’re helping mobile gaming become a primary programmatic channel.
Developers Want in on Brand Spend
The performance playbook still matters, but developers know it’s no longer enough. Brand spend is becoming a necessary growth engine, one that complements performance strategies without compromising user experience. Developers are eager to engage with this opportunity.
At the same time, advertisers are showing up with fresh interest in mobile gaming audiences, particularly those they’ve historically under-indexed on. The buy-side is looking for reach, relevance, and innovative ways to scale.
We have invested deeply in the tools and support to make this shift work:
- Enhanced performance through customized ad experiences
- Direct access to SDK-based inventory for enhanced control and transparency
- Mobile-specific metrics to support more precise targeting and retargeting
- Unmatched scale with ability to access a vast majority of direct SDK inventory in the market
It’s Time to Level Up
The moment is here. Brand advertisers are no longer questioning the value of mobile gamers; they’re prioritizing them. Developers aren’t resisting brand ads; they’re welcoming them as a core part of their monetization strategy. When both sides are aligned, the only thing left is finding the right partner to bring the opportunity to life.
PubMatic offers the technology, data, and global reach to help both buyers and developers elevate their mobile advertising strategy.
Download our full report and get in touch to learn about how we can help you drive success.
