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Nearly half of US mobile gamers who play at least monthly prefer viewing rewarded video ads in free-to-play games, according to November 2015 research.
Unity Technologies polled 650 US mobile gamers ages 18 and older. While video ads that give rewards were most popular, some respondents preferred other types of ads within free-to-play games.
For example, 29% of mobile gamers said they preferred full-screen picture ads to support their free gaming habit, and 20% said they preferred banner ads. Just 5% of respondents said they preferred viewing interstitial video ads in free-to-play games.
Most mobile games in the market are free-to-play, thanks in large part to advertising. A separate survey from deltaDNA found interstitial formats as well as rewarded ads are the most popular ads served within these games.
Overall, the mobile gaming audience in the US continues to grow steadily, even though gaming is already a common activity. According to eMarketer estimates, more than two-thirds of mobile phone users and nearly 56% of the US population will play games on their phone at least monthly in 2016.
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