A recent study by game developer Zynga reveals that mobile gaming continues to emerge as a key channel for brands looking to engage with consumers. The research, which explores mobile gamers’ behavior and their interactions with in-game advertisements, shows that 43% of mobile gamers will research a new product after seeing an ad during gameplay. This insight underscores the growing potential of in-game advertising as a tool for retailers and brands seeking to connect with this increasingly influential audience.
Zynga’s findings align with recent mobile-focused marketing campaigns from brands such as Purina and Chipotle, which have recognized the value of reaching consumers through mobile games. As more players engage with in-game ads, Zynga’s study also sheds light on what makes these ads most effective. The majority of mobile gamers—43%—report that they are more likely to interact with ads that are relevant to their interests. Attractive discounts or offers (42%) and shorter ad durations (41%) were also identified as key factors that would enhance their willingness to engage. Interestingly, ads that focus on personalization or entertainment were less appealing to gamers, with only 22% and 21% of respondents expressing interest in these aspects.
The research also highlights the ease with which mobile gamers integrate digital payment systems into their retail habits. Compared to non-gamers, mobile gamers are more likely to use digital payment methods for online purchases—34% of mobile gamers pay digitally versus 22% of non-gamers. Furthermore, mobile gamers tend to favor online shopping in almost every category, except footwear, where they still prefer to shop in-store. They also show a marked preference for shopping via apps rather than traditional websites, except for specific categories like furniture and discount stores.
Another key insight from the study is that mobile gamers tend to be more family-oriented. About 41% of mobile gamers are parents, and half (50%) of them live in households with more than three people. Additionally, mobile gamers are more likely to participate in retail loyalty and subscription programs, such as Amazon Prime, Walmart+, Costco, and Sam’s Club. This demographic is also more likely to use coupons when shopping at grocery stores or retail outlets.
Zynga’s research also reveals that mobile gamers are particularly motivated by seasonal shopping promotions. This group is more likely to start their holiday shopping early, with 71% beginning their purchases a month or more in advance. During the holiday season, 43% of mobile gamers report spending over $500, and they are especially active during major shopping periods like Christmas, Hanukkah, Valentine’s Day, and Halloween.
For brands targeting Zynga gamers, the statistics are even more promising. A significant 60% of Zynga gamers became aware of new products through in-game ads, 55% researched those products, and 38% made a purchase based on what they saw in the game. Additionally, Zynga gamers are more likely than non-gamers to spend money on groceries (34% spend $500 a month) and general retail (34% spend $200 a month). These figures demonstrate the high purchasing power and engagement of this group, making mobile gaming an increasingly valuable channel for retailers and advertisers.
In conclusion, Zynga’s latest research paints a compelling picture of mobile gamers as an engaged, deal-seeking, and family-oriented demographic that is highly responsive to in-game advertisements. For retailers, especially those targeting younger, digitally-savvy consumers, integrating mobile gaming ads into marketing strategies may prove to be an effective way to boost both product awareness and consumer spending.
