Ad-supported mobile games attract the most committed players

An overview of the popularity of different types of mobile gaming, whether with ads or with in-app purchases.

Advertising-supported mobile games are most popular and attract more committed players, according to data from Toluna and Harris Interactive.

Half of mobile gamers surveyed said they have played free-to-download mobile games that have ads in the past year, either without in-app purchases (53%) or with (51%). This makes them more popular than free-to-download mobile games that don't have ads (45%), paid download games and mobile gaming subscriptions.

As well as this, ad-supported games attract more committed players. Gamers who play free games that have ads but no in-app purchases play an average of 6.3 of these games, the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands