New study links in-game ads to real-world shopping behavior among mobile gamers

A recent study commissioned by Zynga, in collaboration with Disqo and TL;DR Insights, reveals that mobile gamers are not just digital entertainment consumers—they are also highly engaged retail shoppers. The findings, based on a survey of more than 2,000 U.S. adults, show a strong connection between exposure to in-game advertisements and subsequent consumer behavior, from product awareness to actual purchases.

According to the report (via Marketing Dive), 49% of mobile gamers said they first learned about a new product through an in-game ad. Following this exposure, 43% went on to research the product, and 27% eventually made a purchase. These figures highlight the growing influence of mobile gaming as a platform for consumer marketing and product discovery.

The report also draws a clear demographic and behavioral profile of mobile gamers. Nearly half are responsible for most of the grocery and retail shopping in their households. About 45% spend over $200 a month on general retail purchases, while 31% exceed $500 monthly on groceries. Compared to non-gamers, mobile gamers are more likely to shop online, use digital payment methods, and participate in loyalty or subscription programs such as Amazon Prime or Walmart+.

The appeal of in-game ads seems to depend heavily on the content and format. Gamers reported they are more likely to engage with advertisements that are relevant (43%), offer compelling discounts (42%), or are shorter in duration (41%). Less emphasis was placed on personalization and entertainment value, with just over one in five citing those aspects as key motivators.

Zynga’s findings suggest that brands looking to tap into household shoppers and tech-savvy consumers may find fertile ground in mobile gaming environments. This aligns with recent campaigns by companies such as Purina and Chipotle that have launched mobile-focused activations to reach these audiences.

Notably, mobile gamers tend to plan and spend more during seasonal shopping periods. Over 70% start holiday shopping at least a month in advance, and 43% spend upwards of $500 during the holiday season. This tendency makes them attractive targets for retail campaigns tied to key holidays like Christmas, Valentine’s Day, and Halloween.

Drilling down further, Zynga gamers specifically showed even higher responsiveness to in-game advertising. Among them, 60% discovered a new product, 55% researched it, and 38% ultimately purchased the item—all from in-game ad exposure. These elevated figures further emphasize the potential return on investment for advertisers targeting mobile gaming audiences.