The conventional picture of a teenage gamer bent over a controller is no longer accurate. Based on the innovative research by Veritonic and Audiomob, 93% of respondents from all backgrounds say they play mobile games weekly, so reflecting the mainstream gaming scene.
Of this varied audience, a notable 54% choose non-intrusive audio ads over disruptive video formats. Furthermore, an amazing 42% of players keep on playing while listening to audio ads. This finding presents podcasters and audio producers with a great chance since it shows a sizable and receptive audience ready for audio materials.
In Veritonic's partnership with Audiomob, the analysis of 37 million audio ad impressions revealed that in-game audio ads had an outstanding 30% recall rate, surpassing both podcasts (6%) and music streaming (5%). Christian Facey, CEO of Audiomob, states that these findings showcase "the value of respectful, non-intrusive audio ads," with Damian Scragg of Veritonic emphasizing that the audience are "verified recipients of the ad format."
The Key Points:
Gaming has gone mainstream with 93% of respondents playing mobile games weekly, spanning all demographics
A mere 9% of gamers chose video ads over audio formats, indicating a clear preference for non-disruptive advertising.
In-game audio ads achieved 30% recall rates, vastly outperforming podcasts (6%) and music streaming (5%)
A substantial 34% of gamers engaged in action after being exposed to an in-game audio ad, showcasing the high conversion potential of this advertising format.
The study found that 52% of respondents chose gaming as their preferred platform for interacting with advertisements.
Why It Matters
This research fundamentally reshapes how podcasters should view gaming audiences and audio distribution strategies. Mobile gamers—now spanning virtually all demographics—represent an enormous potential audience for podcast content that's demonstrably receptive to audio messaging. The study shows these audiences not only tolerate audio content during gameplay but actively prefer it over video interruptions, creating a perfect environment for podcast promotion, distribution partnerships, and cross-platform audience development.
The Big Picture
For podcasters and producers, this data reveals an extraordinary opportunity to expand reach through gaming partnerships and in-game promotion. By establishing strategic partnerships with mobile gaming platforms, podcasters can access audiences with demonstrated interest in audio content, potentially addressing industry-wide discovery obstacles. Producers should explore adapting current content for in-game distribution, crafting promos tailored to gamers, and seeking collaborative ventures with mobile game developers. This alignment offers substantial advantages for the industry, as gaming platforms offer new ways to monetize and grow audiences, potentially leading to a significant increase in podcast adoption among previously unreached demographics.
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