Mobile Gaming Now a Mainstream Consumer Channel Driving Purchase Impact for Brands, Axon by AppLovin and Kantar Report Finds

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03/10/2026 - 09:00 AM

PALO ALTO, Calif.--(BUSINESS WIRE)-- AppLovin Corporation (NASDAQ: APP) (“AppLovin”), a leading marketing platform, today released Mobile Gaming: The New Mainstream Consumer Channel, a new Kantar study prepared for Axon by AppLovin. Analyzing the scale, influence, and commerce impact of mobile gaming audiences in the U.S., the report finds that mobile gaming has evolved into a true mass-reach consumer channel for advertisers, delivering not only national scale and demographic diversity, but also driving meaningful purchase outcomes for brands. The research reveals that mobile gamers are influential household decision-makers with strong spending power. Seventy percent of respondents reported making most purchasing decisions and feel financially comfortable.

Source: Kantar Mobile Gaming: The New Mainstream Consumer Channel, reveals that mobile gaming is a daily habit for most players, with 70% playing every day, making it one of the most consistent, high-frequency touchpoints available to advertisers.

Furthermore, nearly 40% of mobile gamers reported purchasing a product within three months of seeing a mobile gaming ad — which resulted in high satisfaction (92%) and strong intent to repurchase (82%) — demonstrating that mobile gaming advertising drives sales.

Additional key findings from the Axon-Kantar report include:

Mobile gaming is a daily habit for most players, with 70% playing every day, making it one of the most consistent, high-frequency touchpoints available to advertisers.
71% of mobile gamers shop online at least weekly, with 77% spending $100 or more per month.
Unlike the fatigue often associated with social feeds, mobile gaming drives more positive emotional engagement, with 71% of players saying they view ads favorably while playing.
Affluent audiences are especially receptive: more than half of households earning $200K+ describe their sentiment toward mobile gaming ads as “very positive.”
Mobile gaming is driving real commerce, with 7 in 10 affluent gamers purchasing from an in-game ad and almost half converting in the past three months.

To view the full Mobile Gaming: The New Mainstream Consumer Channel report, visit here.

About AppLovin

AppLovin makes technologies that help businesses of every size connect to their ideal customers. The company provides end-to-end software and AI solutions for businesses to reach, monetize and grow their global audiences. For more information about AppLovin, visit: www.applovin.com.

Source: AppLovin Corp.