Advertising-supported mobile games are most popular and attract more committed players, according to data from Toluna and Harris Interactive.

Why it matters

Gaming audiences grew rapidly last year and free-to-play mobile gaming that is supported by ads has a clear role in the channel. While these players may be more committed, ad-supported gaming sessions are often shorter. This suggests advertisers may be able to reach a committed audience with in-game advertising but will have a limited amount of time to drive engagement.

Takeaways

• Half of mobile gamers surveyed said they have played free-to-download mobile games that have ads, making this...