Tapjoy: Mobile games are enabling brands to reach everyone

Consumers from every walk of life play mobile games: young and old, male and female, urban and rural. They play mobile games several times a day, for many hours a week. A vast majority (87%) have been playing mobile games for more than two years.  That’s according to a new report – Modern Mobile Gamer Personas 2019 – from mobile advertising and app monetization company Tapjoy

  • Mobile games have become so ingrained into our daily lives that most consumers (69%) say they would rather give up social networking or television than mobile gaming.
  • More consumers say they are likely to pay attention to advertisements in mobile games (41%) than more traditional ad placements on the Internet (17%), in magazines (15%), on billboards (15%).
  • Consumers tend to view most forms of digital advertising as annoying and intrusive, whereas those who play mobile games tend to understand the role ads play in allowing games to be free, 72% say they actually like interacting with ads in exchange for in-app currency or premium content.

Mobile games might just be the most ubiquitous form of entertainment in the world today. People from every demographic and every region are playing games on their smartphones and tablets, and they’re playing them a lot. The good news for brands is that mobile games make consumers very focused, relaxed and engaged, putting them in a frame of mind that makes them more receptive to advertising messages than any other medium.

Emily McInerney, Vice President of Marketing at Tapjoy


The report features research conducted with 18,442 respondents in the U.S. ages 18 and above, from surveys conducted in February and March, 2019.