Sophie Blake
Advertising within mobile games is increasingly translating into immediate consumer purchases, according to a recent study conducted by Kantar for AppLovin. The research indicates that in-game advertising is becoming an increasingly influential driver of consumer commerce as mobile gaming audiences continue to grow.
Survey findings show that 71% of mobile gamers in the United States purchased a product on the same day they saw an advertisement while playing a mobile game. Among those users, 32% clicked an ad and completed a purchase immediately, while 39% clicked through, browsed a website, and finalized the purchase later the same day.
Additional results indicate that 16% of players purchased within a few days after seeing an ad, while 11% researched a product before completing a purchase within a week, suggesting that mobile game advertising can influence both immediate and delayed buying decisions.
The study, based on a survey of 2,500 U.S. adults who had played mobile games within the previous three months, highlights the increasing role of gaming in everyday digital activity. Seventy percent of mobile gamers reported playing every day, positioning mobile gaming as a frequent and recurring engagement channel.
Gaming sessions often occur during routine moments throughout the day, including at home during the evening or while watching television, reinforcing its role as a regular part of daily mobile usage.
Players also reported relatively positive perceptions of advertising in gaming environments. Seventy-one percent of respondents said they view ads favorably while playing mobile games, indicating that the gaming environment may create a different advertising experience compared with other digital platforms.
The research suggests that advertising within games frequently contributes to product discovery and purchase consideration. Thirty-seven percent of respondents said ads introduced them to products they had not previously considered, while 47% reported that ads reminded them of items they were already considering buying.
Overall, 38% of mobile gamers reported purchasing a product within three months after seeing an in-game advertisement, demonstrating that gaming ads can influence longer-term purchasing behavior beyond immediate conversions.
Among those who completed purchases influenced by gaming ads, most respondents reported positive satisfaction levels with their purchases, and many indicated an intention to buy again in the future.
Mobile gaming’s reach in the United States continues to expand. Forecasts indicate that 184.8 million people in the U.S. will play mobile games in 2026, representing more than half of the country’s population and the majority of digital gamers.
The study also highlights strong online shopping activity among this audience. Seventy-one percent of mobile gamers reported shopping online at least once per week, while 77% said they spend $100 or more each month online.
In addition, about 70% of respondents said they make most household purchasing decisions, indicating that mobile gamers may have broader influence over consumer spending within their households.
The research also examined responses from higher-income households. Among gamers earning $200,000 or more annually, more than half described their sentiment toward mobile gaming ads as “very positive.” A majority within this group also reported purchasing a product after encountering an advertisement in a mobile game.
The findings highlight how mobile gaming environments are increasingly being used by advertisers seeking large, engaged audiences as the medium continues to expand across demographics.
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