Maya Robertson
Gaming is entering 2026 as one of the most data-backed advertising environments in digital media, driven by cross-platform usage, sustained attention, and measurable brand outcomes. New findings from Activision Blizzard Media’s recent report and related industry research show that gaming audiences are not only growing, but behaving in ways that favor premium, performance-driven advertising at scale.
Player behavior data shows that gaming is no longer tied to a single device. In 2025, 86% of players engaged with mobile games at least once per week, while 73% of weekly players used two or more platforms, including mobile, PC, and console. Overall, 96% of weekly players were active on at least one major platform.
Usage patterns varied by time of day, with short mobile sessions dominating mornings, mixed mobile and PC play during midday, and longer console sessions at night. Average session length increased from 1.18 hours in the morning to 1.86 hours late at night, creating predictable windows of high engagement for advertisers.
Within Microsoft-owned properties, cross-platform behavior was even more concentrated. Nearly one in three players engaging with Microsoft gaming titles used more than one platform, highlighting the scale of overlap across mobile, PC, and console environments.
Attention metrics continue to separate gaming from other digital channels. Research conducted with Dentsu found that 100% of gaming ads were fully viewed, compared with 86% for online video and 77% for social media.
The same study showed that immersion predicted 80% of consumer memory and action and 83% of sales outcomes, reinforcing the link between gameplay engagement and advertising effectiveness. Gaming’s interactive nature, rather than passive consumption, was identified as the primary driver behind these results.
Player expectations around advertising are increasingly defined by control and relevance. Data shows that 40% of players consider non-interruptive ad timing essential, 54% prefer opt-in formats, and 47% favor native, non-disruptive placements.
These preferences correlate with brand perception. More than half of surveyed players described ads in Microsoft and Activision-Blizzard games as high-quality and premium, while one in three players reported a more positive view of brands advertising within gaming environments.
Formats such as rewarded video, playables, and click-to-engage experiences aligned most closely with these preferences, offering value exchange rather than forced exposure.
Gaming environments also differ in emotional impact, allowing advertisers to align creative with player mindset. Research found that 57% of players ranked gaming as a top platform for feeling happy, while 67% ranked it highest for feeling engaged.
Mobile titles such as Candy Crush Saga scored above major social platforms for positive emotional response. Console gaming, particularly on Xbox, was associated with premium and trust signals, with 83% of console players agreeing that Xbox is a “cool” brand. PC gaming, meanwhile, ranked highest for credibility and strategic engagement.
Contextual alignment significantly amplified brand outcomes. Auto brands achieved 2x stronger brand fit when advertising alongside Forza, while CPG food brands saw 1.4x higher fit on Xbox and 1.2x higher fit in Candy Crush Saga.
Among fans of major franchises such as Call of Duty, brand perception gains were even more pronounced. Advertising in preferred environments drove 25-point increases in “for someone like me” perception, alongside gains in purchase intent, loyalty, and likelihood to recommend.
Gaming’s scale continues to expand across the day. Data shows that 70% of the gaming audience plays or watches gaming content daily, spanning morning through late night. This continuous presence, combined with high attention and cross-platform reach, positions gaming as one of the most consistent advertising channels heading into 2026.
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