The mobile gaming industry has experienced a meteoric rise over the last decade, transforming from a niche market into a global powerhouse. According to Statista, the Mobile Games market is set to achieve substantial revenue, with a projected value of US$173.60 billion in 2023. This growth is anticipated to continue, showing an annual growth rate (CAGR 2023-2027) of 6.42%, culminating in an estimated market size of US$222.70 billion by 2027.

In terms of user engagement, the Mobile Games market is expected to reach a user base of 2.3 billion users by 2027, signifying its widespread popularity. User penetration, which stands at 25.1% in 2023, is predicted to increase to 29.2% by 2027.

On a global scale, the United States is anticipated to lead in revenue generation, with an estimated revenue of US$46,470.00 million in 2023.

With forecasts predicting that global gaming-related advertising will be worth $17.6bn globally by 2030, according to Allied Market Research, programmatic advertising is emerging as a driving force behind this evolution. Programmatic media buying has emerged as a game-changer for advertisers, providing a strategic advantage in the competitive realm of mobile gaming.

Let’s explore the myriad benefits and advantages advertisers can harness by embracing programmatic media buying in the exciting mobile gaming world.

Precise Audience Targeting

Programmatic media buying allows advertisers to pinpoint their ideal audience with remarkable precision. Advertisers can leverage data-driven insights to create highly tailored campaigns that reach users based on demographics, interests, in-game behaviour, and more. This level of specificity ensures that ads are displayed to users who are most likely to engage with the content, ultimately enhancing ROI.

Real-time Optimization

One of the standout features of programmatic media buying is real-time optimisation. Advertisers can continuously monitor campaign performance and make adjustments on the fly. Whether fine-tuning ad creatives, modifying targeting parameters, or reallocating budgets, programmatic buying ensures that campaigns remain agile and responsive, delivering the best results.

Enhanced Engagement

Mobile gamers are deeply engaged with their favourite titles, making in-game advertising a prime opportunity for advertisers. Programmatic media buying allows for seamless integration of ads within games, offering a non-disruptive and immersive user experience. These native ads fit seamlessly into the gaming environment, allowing advertisers to engage users when they are most captivated.

Diverse Ad Formats

Programmatic buying in mobile gaming supports a wide range of ad formats, from display ads to interactive video and rewarded ads. Advertisers can choose the format that best aligns with their campaign objectives and the game’s context. This versatility empowers advertisers to experiment and find their target audience’s most effective ad format.


Mobile gaming offers advertisers a cost-effective avenue for reaching a global audience. Programmatic media buying helps optimise budgets by identifying high-performing ad placements and minimising wasted spend on underperforming channels. The result is an efficient use of advertising resources, maximising ROI.

Rich Data and Analytics

Programmatic media buying provides a treasure trove of data and analytics. Advertisers can access real-time insights into ad performance, user interactions, and conversion rates. This approach allows for data-driven decisions, enabling advertisers to fine-tune their strategies for better results.

A/B Testing Capabilities

Experimentation is a crucial component of any successful advertising campaign. Programmatic media buying makes it easy for advertisers to conduct A/B testing on various creatives, ad formats, and targeting parameters. This iterative approach enables advertisers to refine their strategies based on empirical results, increasing the effectiveness of future campaigns.

Cross-Device Reach

Mobile gaming extends across various devices, including smartphones and tablets. Programmatic media buying offers cross-device targeting capabilities, ensuring advertisers can reach their audience regardless of their preferred device. This comprehensive reach allows for consistent and cohesive brand messaging.

Mobile gaming has become a dynamic playground for advertisers, and programmatic media buying is the key to unlocking its full potential. Advertisers who embrace programmatic buying in the mobile gaming space gain access to precise targeting, real-time optimisation, and diverse ad formats, all while maintaining cost efficiency. With rich data and analytics, A/B testing capabilities, and cross-device reach, programmatic media buying equips advertisers to succeed in the ever-expanding mobile gaming world. Programmatic media buying ensures advertisers play and win the game in this highly competitive environment.

The advantages are clear: advertisers using programmatic media buying in mobile gaming are primed for success, connecting with a global audience of engaged players and maximising their advertising impact. It’s time to level up and join the mobile gaming revolution. Contact our audio advertising pros in mobile gaming here.