The games: popular and brand-safe
AppLovin's inventory spans a diverse range of top-ranked mobile games. Some of the most popular genres on the platform include word games, match-3, card games, and puzzles.
Below are a few examples of games where your ads may appear.
The audience: 1 billion+ mainstream consumers
More than a billion people play mobile games in AppLovin's network daily. A 2026 Kantar study surveyed 2,500 U.S. mobile gamers to understand who this audience is.
The audience looks like America
Mobile gamers closely mirror the U.S. adult population across age, gender, income, education, and geography. They are pet owners, sports fans, food enthusiasts, homeowners, and shoppers. They live in both urban and rural communities. They work full-time jobs.
In other words, this is not a niche audience.
Consumers with authority and purchasing power
70% of mobile gamers make most purchase decisions for their household. That is significantly higher than the general population benchmark.
They are financially confident and active online shoppers. 71% shop online at least weekly; 77% spend $100 or more per month. Intent to purchase across high-value categories such as travel, electronics, furniture, and vehicles is strong.
They're engaged and in a positive mindset
The majority of mobile game users play for over an hour each day. During gameplay, users report significantly more positive emotions than when browsing social media. That emotional context matters - 71% say they view ads positively while playing.
The mobile game environment is built to support brand safety. Ads run within professionally developed games, not alongside unpredictable user-generated content. This minimizes adjacency risk and provides a controlled, premium setting for ads.
The full research is available below.
Mobile Gaming: The New Mainstream Consumer Channel Report
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