Report: Mobile leads in reach while PC and console drive deeper ad engagement 

Gamers spend more than twice as long playing sports titles in a single session while racing sims and action games are also seeing above-average playtimes.

That's according to a new in-game advertising trends report from Anzu, which showed that although sports games drive the highest ad rates, racing, simulation, and action games offer similar player loyalty at lower costs.

Moreover, the report found that intrinsic in-game ads blend naturally into gameplay, capturing attention without disrupting the experience. This is said to lead to high viewability, strong brand impact, and consistent performance across mobile, PC, and console platforms.

On the engagement side, PC and console gamers are more engaged than mobile players, but mobile dominates in scale and diversity. Advertisers can benefit by combining the deep engagement of PC and console with the broad reach of mobile gaming.

Finding a balance 

Anzu’s report also found that advertiser demand is balanced between iOS and Android early in the year but shifts in Q3 and Q4 as retail brands focus on iOS for its higher-spending users, raising CPMs. 

In contrast, Android CPMs dropped in the APAC region during the holidays, offering advertisers a cost-effective way to reach engaged users.

Furthermore, lower CPMs in Q1 and the summer of 2024 created key opportunities for travel, fitness, and wellbeing brands to reach engaged gamers more efficiently, thanks to high player activity and reduced ad competition during these periods.

Player engagement and advertiser spending both surge in Q3 and Q4, especially around annual sports game releases and holiday shopping, making sports titles a competitive yet high-impact space for brand campaigns.

“Intrinsic in-game advertising (IIGA) has rapidly evolved into a measurable and impactful media channel, enabling brands to reach audiences within premium gaming environments, using familiar buying approaches similar to TV, social media, and streaming," said Anzu co-founder and CEO Itamar Benedy. 

“But gaming isn’t just another channel - it requires a deeper understanding of player behaviour and experiences."

You can access the full report here.