At Audiomob, we’ve long known that mobile gaming is a diverse and dynamic space. Recent findings from a Veritonic brand lift study back up our belief that the gaming audience is far more varied than the old stereotypes would have us believe. Gone are the days when gaming was viewed as the exclusive pastime of teenagers; today’s mobile gamers span a wide range of ages, genders, and interests.

So, what does this mean for advertisers? Quite simply, it’s a game-changer. The Veritonic study, conducted on our in-game audio ads, has revealed not only how diverse today’s mobile gaming audience is but also how receptive they are to non-intrusive audio ads. Here’s a breakdown of the key takeaways.

Mobile Gaming: A Media Powerhouse

The study showed that 93% of participants are playing mobile games weekly, with the audience cutting across traditional demographic lines. What’s exciting is that mobile gaming has firmly established itself as a mainstream entertainment channel – and it’s bringing more women and older gamers into the mix than ever before.

This challenges the outdated perception that gaming is primarily for teenage boys. For advertisers, this is a golden opportunity. The mobile gaming space is rich with engaged users who don’t just play for leisure but are also open to interacting with brands in a non-disruptive way.

Why In-Game Audio Ads Work

One of the most interesting findings from the study is the clear preference for non-intrusive ads. Gamers don’t want their experience disrupted, and we don’t blame them. That’s why 54% of participants said they preferred in-game audio ads that allow them to continue playing, compared to just 9% who favour video ads that interrupt their game.

Even better, 42% of participants said they’d continue playing when they hear an audio ad. It’s a win-win: the gaming experience remains seamless, and brands get their message across.

Stereotypes? Consider Them Broken.

Mobile gaming isn’t just for the young anymore. The study showed that a wide range of age groups are engaging with mobile games, proving that the stereotype of gamers being primarily teenagers is outdated. This opens the door for brands looking to reach older demographics through an unexpected but powerful platform.

In addition, women are increasingly becoming a key segment of the mobile gaming audience. For advertisers, this means there’s a much broader, more varied audience to engage with, making the potential of in-game ads even greater.

Ad Recall and Engagement: The Stats Speak for Themselves

One of the standout results of the Veritonic study was the high recall rate for in-game audio ads. 30% of participants said they recall ads from mobile games, which is higher than other formats such as podcasts (6%) and music streaming (5%).

It doesn’t stop there. When it comes to engagement, 52% of participants indicated they are most likely to click on or engage with an ad in a mobile game. This demonstrates that the mobile gaming environment isn’t just effective for brand awareness; it’s also a prime place to drive action.

Driving Action Through Audio

Perhaps the most exciting insight is that in-game audio ads can move consumers to action. 34% of participants said they have actively searched for more information about a brand after hearing an in-game audio ad. In an era when consumers are bombarded with messages across multiple channels, that’s a significant stat.

For brands, it means that in-game audio ads don’t just help get your name out there – they’re a powerful tool for driving interest and consideration.

The Future of Advertising in Mobile Gaming

With mobile gaming’s broad appeal and the clear preference for non-intrusive ad formats, it’s no surprise that brands are increasingly turning to in-game audio ads. The findings from the Veritonic study confirm that our audio-first approach is helping brands connect with audiences in a way that feels natural and engaging.

At Audiomob, we’ve always believed that the future of gaming and advertising lies in non-disruptive, immersive experiences. The data backs this up, and we’re excited to continue working with brands to help them make meaningful connections with today’s diverse gaming audiences.

As mobile gaming continues to grow, the opportunities for advertisers are only getting bigger. It’s time to re-think how we approach this space, and we’re here to help lead the charge.

Read the full white paper here