The data: Mobile gaming in-app purchase (IAP) revenues reached $21 billion worldwide in Q3 2025, per Sensor Tower—a number not seen since pandemic quarantines.

• Strategy, puzzle, RPG, and casino games led the field, with each bringing in over $2 billion.
• Quarter-over-quarter growth tells a different story, however, with shooter game revenues jumping 23.5%. Puzzle and simulation games increased significantly, at 7.8% and 6.9% QoQ, respectively.

Why it matters: Time and money spent in gaming continues to rise, yet only 5% of media investments around the world go to gaming, per Dentsu. Brands that don’t invest in gaming advertisements are leaving money on the table.

Gaming by the numbers: Advertisers have the opportunity to target a variety of mobile gamers.

• 88% of gamers play for relaxation. Achievement, immersion, social, and thrill were other top reasons, per Dentsu.
• 67% of teens play games on mobile devices, per Precise TV.
• 54% of gamers are interested in food and beverages, and nearly as many are interested in film and TV, per Dentsu.
• Nearly half (45%) of Gen Z and millennials said they would buy IRL items while gaming.

Next steps for advertisers: To get involved in mobile advertising, start with knowing the demographics for specific games and even why gamers play those titles. Then start considering formats.

• 64% of marketers see value in ads that offer in-game rewards. Considering Gen Z plays Roblox for 2.5 hours a day, per Dentsu, that title would be a good starting point. To capitalize on the revenues earned from puzzle games, Candy Crush or similar games could be a good entry.
• Other ad formats include in-game ads, interstitial ads, and adjacent ads. Brands can also entertain partnerships for in-game gear and mini games.

The time is now to boost advertising budgets for gaming platforms and titles as revenues grow.

Dive deeper: Read our In-Game Ad Spending Benchmarks report.