Marketers Are Looking to Casual Mobile Gaming to Target Audiences

Developers and media buyers partner to reach consumers on their phones

The number of people playing mobile games globally is expected to reach more than 2.7 billion by the end of 2021. Getty Images; Courtesy of Nintendo, Epic Games, EA, Niantic, King, House House, Supercell, dotGears, Rovio Entertainment, Halfbrick Studios

In 2019, games are everywhere. The global number of people tapping into them across their phones is set to top out at more than 2.4 billion by December and is expected to reach more than 2.7 billion by the end of 2021. Now, game developers and marketers alike are taking notice—and thanks to the rollout of uniquely engaging ads unavailable on other platforms, in-game advertising is easier than ever.

This story first appeared in the Sept. 23, 2019, issue of Adweek magazine. Click here to subscribe.
@swodinsky shoshana.wodinsky@adweek.com Shoshana Wodinsky is Adweek's platforms reporter, where she covers the financial and societal impacts of major social networks. She was previously a tech reporter for The Verge and NBC News.