Snapshot: Three Actionable Strategies for Brands to Reach Gaming Audiences Across Platforms

Gaming is one of the most influential entertainment ecosystems globally, with 3.4 billion players worldwide and 86% of the U.S. population engaging with games. But what makes gaming truly powerful for advertisers isn’t just its reach: it’s the way players engage actively, consistently, and across multiple platforms. Based on insights from Gaming’s Next Level: The Power of Platforms by Activision Blizzard Media, here are three actionable strategies for brands to effectively connect with gaming audiences.

Strategy 1. Activate Across Platforms to Match Player Behavior

Gaming is inherently cross platform, with players moving seamlessly between mobile, console, and PC based on their schedule, context, and motivation. For advertisers, this cross-platform behavior translates into more dynamic and flexible ways to connect with consumers throughout their day.

The numbers tell the story:

• 73% of weekly gamers play across two or more platforms.
  

• 96% of weekly players engage with at least one of the major platforms—mobile, console, or PC.
  

• 1 in 3 players across King, Xbox, and Microsoft Casual Games engage with more than one Microsoft property, expanding cross-platform advertising opportunities within a single ecosystem.
  

Why this matters for brands:

• Engage players where they naturally spend their time. Whether on mobile, console, or PC, activating campaigns tailored to each environment ensures brands capture attention during key moments of play.
  

• Tailor creative to context by leveraging each platform’s strengths—such as snackable play on mobile, immersive storytelling on console, or strategic engagement on PC—to match player mindsets.
  

• Build consistency and brand recall through cohesive messaging across multiple touchpoints, reinforcing brand presence without fatigue.

Gaming offers something other digital environments struggle to: sustained attention. Cross-platform activation ensures brands don’t miss out on the full spectrum of that attention.

Strategy 2. Align Campaigns with Daily Gaming Routines

Gaming happens throughout the day. Whether it’s a quick mobile session over coffee or a console co-op session at night, players engage with games at multiple moments, across devices and mindsets. Brands that align with this rhythm are better positioned to deliver timely, relevant messages that resonate.

Research highlights:

• 52% of weekly gamers play across some combination of mobile, PC, and console.
  

• 78% of weekly gamers engage across two or more dayparts.
  

• Session durations increase steadily, from 1.18 hours in the morning to 1.86 hours late at night.
  

What this means for advertisers:

• Morning (Mobile): Reach players during brief, high-frequency moments of personal time. Rewarded Video and Interactive Playables thrive in these mentally alert, goal-oriented sessions.
  

• Afternoon (Mobile/PC): Leverage midday engagement with formats that align with problem-solving and exploration motivations. This is the right window for Playables and branded mini-games.
  

• Evening and Late Night (Console/PC): Capitalize on longer, social play sessions. Deepen brand storytelling with native in-game integrations, sponsorships, or cinematic formats.

By mapping advertising formats to daily play patterns, brands can reach players in their chosen context, making messaging feel like a natural part of the experience.

Strategy 3. Build Player-First Ad Experiences That Enhance, Not Interrupt

Gaming environments are lean-in, not lean-back. Players are focused, goal-driven, and highly engaged, but this also means they have low tolerance for disruption. The key to successful advertising in gaming isn’t just visibility—it’s value. Ads that enhance the experience through rewards, relevance, or seamless integration are not only welcomed but more effective.

Key findings:

• 54% of players prefer opt-in ad formats like Rewarded Video.
  

• 51% favor shorter ads, while 47% prefer ads that blend naturally into the game environment and don’t interrupt gameplay.

• Players follow a three-stage path: Pay Attention → Take Action → Convert—a funnel unique to gaming’s immersive environment.

Best practices for player-first activation:

• Respect the player’s time and attention with opt-in formats that offer tangible in-game rewards or useful content. Rewarded Video in Candy Crush Saga, for example, drives higher engagement because it’s value-exchange by design.
  

• Design for native integration by aligning ads with the look, feel, and flow of the game. In Microsoft Solitaire Collection, for instance, display ads blend into gameplay moments without pausing or disrupting play.
  

• Leverage immersive storytelling in console environments like the Xbox Dashboard, where Click-to-Engage and branded content can serve cinematic narratives without pulling players out of their world.

Player-first strategies don’t just improve experience—they directly impact brand performance. When ads are welcomed, players engage more fully and remember them longer.

Beyond Reach: Winning in Gaming

Gaming isn’t just massive—it’s immersive, habitual, and emotionally resonant. But to win in this environment, brands must do more than show up. They must show up intelligently. Activating across platforms, syncing with player behavior, and delivering value-driven ad experiences are the keys to unlocking gaming’s full potential.

Activision Blizzard Media enables advertisers to engage players across mobile, console, and PC in a way that’s strategic, scalable, and designed for today’s attention economy.