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23 June 2021
Ad-supported mobile games attract the most committed players
Gaming hardware & softwareDigital media consumptionIn-game advertising
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.