Three in four brands are significantly investing more in mobile gaming advertising since last year as audience attention and engagement see a surge.
The top key drivers for Indian advertisers are higher audience attention and engagement and better targeting and personalisation.
75 per cent of brands have been advertising on mobile game apps for more than a year, which has led to a two-fold increase in gaming ad spends since the pandemic, according to the report by InMobi's 'Mobile Game Advertising 2022'.
The report said mobile gaming advertising saw a 2 times jump in ad spends (on-year) as 97 per cent of marketers advertising on mobile gaming environments said they are satisfied with results.
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"Mobile game advertising is evolving into more than simply a trend as audience reach keeps growing, ad formats diversify, and ad budgets keep rising," said Rishi Bedi, Managing Director, Asia Pacific at InMobi.
"Over time, more and more advertisers are including mobile game advertising in their media mix owing to the positive outcomes and impactful results," she added.
According to the report, gaming witnessed a 32 per cent YoY growth in average spending by advertisers.
India is home to more than 430 million mobile gamers and the number is estimated to grow to 650 million by 2025, according to latest data provided by the Internet and Mobile Association of India (IAMAI).
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