In gaming, engagement doesn’t end at the first install. More than 70% of buyers within mobile gaming apps make repeat purchases, which highlights the long-term value of retaining players. With 3.32 billion active video game players worldwide, spanning PC, mobile, and console in 2024, the industry is wide, yet increasingly competitive. As market growth stabilizes, and revenue growth slows, the global games market is projected to reach $236.9 USD billion in 2025, a modest 4.6% increase from the previous year, signalling a shift from expansion to a battle for player attention and retention.
In 2024 mobile games in-app purchase (IAP) revenue climbed to $81 billion. However, the sheer volume of mobile games—over 700,000 across app stores—makes standing out increasingly challenging. User acquisition costs are rising as app stores have become more saturated than ever. At the same time, major developers are pouring significant marketing budgets into paid ads, driving up costs for everyone. iOS remains the most expensive battleground, with the cost of acquiring a mid-core game player reaching $4.50 on iOS and $3.25 on Android. The costs are even higher for hardcore games, with iOS installs costing $6 versus $4.50 on Android. Retention remains an ongoing battle, requiring a perfect blend of engaging gameplay and smart monetization.
The savviest developers and app marketers are creating impactful cross-platform user journeys across mobile, Connected TV (CTV), and consoles, as fragmented player journeys across devices can drive users away. Notably, 61% of U.S. gamers play across multiple devices, and in response, a significant number of game development studios are working on cross-platform games, reflecting the industry’s commitment to meeting this demand.
To win big, advertisers need to hit players with accurate and engaging copy, catchy audios, and stellar, legitimate graphics–including precise segmentation–to send the right message, to the right player, on the right device, at the right time using data-driven insights from player behaviour, in-game actions, and cross-platform engagement patterns.
In this article, we’ll explore how precision messaging, segmentation, and cross-platform strategies can help you create experiences that ignite the kind of engagement that translates into higher retention and ultimately, greater revenue.
Precision Messaging: Personalized Ad Experiences for Gamers
Gaming is a high-involvement experience. Whether players are feeling the rush of competition, the satisfaction of achievement, or simply unwinding from daily life, their connection to the game keeps them invested. Smart gaming brands understand this. They don’t just advertise, they enhance the experience. They create joy, inject fun, and make ads feel like a natural part of the world players love.
A great example of this is a confectionary brand’s campaign inside Candy Crush Saga. The brand launched a mini-game within Candy Crush and rewarded players who completed it with free product samples. The results? All 40,000 samples were claimed within a single day, the brand saw an 1,800% surge in website traffic, and recorded a click-through-rate (CTR) above 6%. The campaign’s alignment with the game’s personality, benefitted the brand, the game, and the players.
But while it’s not always about giveaways, strategic messaging in ads is paramount. And the good news is hyper-personalized advertising within games is possible. Unlike the fragmented web, the structured nature of gaming environments allows game developers to align ads with players’ in-game choices—whether it’s their preferred character type, weapon loadout, or even time spent on specific missions.
Moreover, a game’s narrative shapes how players connect with the world inside the game, and this connection extends beyond gameplay. Many mobile gamers stick with their favourite titles for over a year, and loyal players often introduce multiple friends to the game during that time. What’s more, player communities are deeply immersed as they share gameplay online, form friendships across generations, and build entire fandoms. When done thoughtfully, advertising in games can feel like a natural extension of this world, and when this happens, players often see the presence of ads as a show of support in something they already love rather than an outsider trying to sell something.
However, relevance isn’t just about what you say; it’s also about where and how you say it. Some of the most successful games integrate this seamlessly. Take Fortnite, which customizes in-game events and branded content to match player interests and engagement patterns. This level of contextual integration makes advertising feel like an organic part of the game.
One way game developers can achieve this is through dynamic creative optimization (DCO), which uses real-time data to customize ads based on player behaviour. For instance, a mobile player might receive an in-game reward ad that aligns with their playstyle or progress, while another player sees a personalized offer for a limited-time bundle based on their recent activity.
Beyond personalized messaging, interactivity is another way to increase user engagement and retention. A playable ad, which is a kind of interactive ad is a mini-game that lets users test drive an app or game before downloading it. Similarly, an interactive ad lets players engage with content in the ad itself. While both playable ads and interactive ads often share KPIs such as downloads, subscriptions, and IAPs, interactive ads don’t necessarily mimic the full game experience.
Above all, precision messaging and interactivity need to be mindful of the player’s time and attention. Opt-in ads, where players choose whether to engage with an ad, are one of the most effective ways to ensure advertising enhances rather than disrupts gameplay. Rewarding players for their time, whether through in-game perks, exclusive content, or other incentives, creates a fair value exchange. In fact, according to Pocket Gamer, four out of five mobile gamers prefer rewarded video ads they opt into over mandatory ads.
In gaming, the key to success is embracing the game’s personality and being willing to do something creative and fun. Ads that seamlessly fit into the gaming experience drive engagement, increase return on ad spend (ROAS), and extend player lifetime value (LTV).
Segmentation: Delivering the Right Message to the Right Audience
The gaming audience is incredibly diverse, spanning different demographics, play styles, and engagement levels. With genres like puzzle, simulation and arcade games attracting players across various age groups, the industry’s diversity continues to expand. To truly connect with players, game developers and marketers need to go beyond generic targeting such as relying solely on broad age and gender demographics and tap into first-party data collected from in-game interactions to understand the nuances of player behaviour like in-game spending habits, session lengths, preferred game modes, and more.
With vast first-party datasets from in-game behaviour to device preferences, as well as the ability to harness them with programmatic advertising, gaming app marketers can create segments and hyper-targeted campaigns that drive engagement and conversions. Let’s explore different kinds of segmentation:
- Behavioural Segmentation: Segmenting users based on their in-app activities can help advertisers contextualize messages to a player’s stage in the journey. Provide engaging and educational materials to low event frequency players with ads showcasing core mechanics, welcome bonuses, or early-stage incentives to (re)spark their interest. Bring back dormant users (30, 60, or 90 days) with re-engagement offers such as exclusive in-game rewards and time-limited promotions, or go after active spenders who regularly make in-app purchases by double downing on premium content, high-value bundles, or upsells that match their buying habits. Or nudge non-spenders who log in often but haven’t converted toward their first purchase with personalized deals, starter packs, or first-time buyer discounts.
- Demographic and Geographic Segmentation: Demographic and geographic segmentation further refine targeting by ensuring ads are relevant to players’ cultural and regional contexts. Through demographic, advertisers can contextualize campaigns based on age, gender, and other personal attributes. Location-based segmentation can inform delivery of vernacular ads in players’ preferred language, align messaging with local trends, and make content feel native to their cultural landscape. Whether it’s a festival promo in India or a holiday offer in the U.S., precise segmentation equals relevance.
- Technographic Segmentation: In gaming, tech matters just as much as behaviour. Technographic segmentation optimizes campaigns by honing in on the devices and operating systems players use. Advertisers can segment audiences based on device type, targeting high-end device users with premium content while offering budget-friendly gamers appropriate deals.
OS versions also influence ad delivery. In 2024, despite generating 85% of total game downloads, Android contributed only 41% of revenue, while iOS, including China, accounted for nearly 60%. The disparity brings into sharp focus the importance of tailoring content to different users, for the time being, exclusive in-app purchases, subscription models, and high-value bundles might work best for iOS users who demonstrate higher spending tendencies, while focusing on scale, engagement, and ad monetization with Android users. Advertisers can also customize creatives for iOS and Android players based on in-game monetization trends. Browser and app usage data also sharpens targeting by further refining audience segmentation and helping deliver more relevant messaging. - Predictive and Dynamic Segmentation: Predictive and dynamic segmentation harness AI and machine learning to continuously refine audience groups and predict future behaviour. Predictive segmentation uses historical data to forecast user actions, helping advertisers target those most likely to make a purchase or interact with a campaign. Dynamic segmentation ensures real-time machine learning updates audience segments based on fresh data, keeping ads relevant as player behaviour evolves.
Factorization models add another layer of intelligence, categorizing players into different engagement levels. These models rank players based on their likelihood of making a purchase, allowing advertisers to focus efforts on high-converting players while adapting strategies for those who are less active. - Contextual Segmentation: These ads reach players at the perfect time and place, using time, location, and channel to optimize delivery. Peak gaming hours, major events, and cultural moments all influence engagement. Contextual segmentation delivers high-impact ads during users’ most active sessions, capitalizing on moments when players are most receptive.
In programmatic advertising, real-time contextual signals like game genre and in-game activity help demand side platforms (DSPs) match the right ad to the right moment. A mobile gamer in a fast-paced session might see a short, skippable video, while a console player in a strategy game gets a longer, immersive ad experience. - Value-based Segmentation: Defining high-value players depends on a game’s monetization model. For in-app purchase-driven games, top spenders hold the most value, making them prime targets for exclusive offers, VIP perks, and premium content. In ad-supported games, engagement time is key. Players who log the most hours contribute the most ad revenue. Segmenting by value ensures that campaigns focus on the right users, whether it’s nurturing high spenders or increasing retention among heavy engagers.
Effective segmentation is the foundation for delivering precision messaging and enables advertisers to craft campaigns that speak directly to different player personas. “Segmentation is the X-factor that can help advertisers and game developers step on the personalization pedal in programmatic advertising,“ says Simran Singla, account manager at RevX. “Targeting players based on their journey, recency, demographics, or device type isn’t just effective, it’s essential. New users need a hook, dormant players need a reason to return, and high-value spenders need exclusive perks. With real-time data and AI-driven insights, advertisers can predict player intent, customize ad creatives to match engagement patterns, and optimize bidding strategies to reach the most valuable audiences. After all, segmentation that drives precision messaging is the difference between an ad that converts and one that gets ignored.”
Cross-Platform Strategies: A Unified Experience Across Devices
According to a study by Activision Blizzard Media, as media consumption habits shift, players are choosing to play games even while they are engaging with other media, making gaming a form of entertainment that’s often competing with or replacing traditional media. Moreover, with 79% of players gaming on mobile globally, mobile has become the universal touchpoint connecting gamers across all platforms. It’s where brands can engage with–and direct–players.
However, many gamers seamlessly switch between mobile, console, and other internet-connected devices throughout the day, choosing their device based on convenience, context, and mood. Personalization and retargeting techniques–when done right–can make for seamless experiences, so a player who begins their journey on mobile and continues on a Smart TV doesn’t feel like they’re switching worlds.
A cross-platform advertising strategy can ensure ads are customized not just to the player, but also to the device they’re using. For instance, sound-on, immersive CTV ads with stunning visuals and cinematic quality are perfect for captivating players during a more relaxed lounge session or long-form gameplay on a big screen. These ads can take advantage of the large display to create an experience that draws players into the world of the game.
On the other hand, mobile gaming moments require something different. Quick, action-driven rewarded ads, offering incentives like extra lives or in-game currency, are ideal for mobile players, who often prefer short, engaging content that doesn’t disrupt their flow. Among Us, a social deduction game, offers a prime example of how cross-platform advertising works. Advertisers can target players on the go, delivering interstitial ads during game rounds or banner ads that gently appear at the bottom of the screen while players are immersed in the game on their mobile devices. When players switch to their PC at home, the same brand ads reappear, maintaining brand consistency. These ads, particularly when featuring catchy slogans or meaningful messages, become a talking point among players, driving both interest and action, whether the intent is to elicit a purchase or enhance brand recall.
A Trifecta for Success: How Can Game Developers and Advertisers Merge Precision Messaging, Segmentation and Cross-platform Tactics?
Broad targeting may cast a wide net, but it often leads to inefficient spending and diluted impact. In contrast, precision is about aiming with intent.
Here’s how to get it right:
📈 Scalable Audience Segments: Focus on scalable audience segments that align with your game’s player base. For instance, segmenting players based on in-game behaviours, preferences, and spending patterns, can enable you to craft messaging that speaks directly to their interests. A casual puzzle gamer and a competitive shooter player respond to different triggers; customize messaging accordingly.
🔗Cross-Platform Insights to Enhance Conversion Strategies: Understanding how players interact with your game on mobile, CTV, and consoles helps you refine retention strategies. A player dropping off after a tough level on mobile might be more receptive to a reward-based ad on CTV, nudging them back into the game. Tracking player journeys across devices helps refine re-engagement strategies and increase retention.
💰Optimized Ad Inventory for Higher ROAS: Ad performance is as much about context as it is about placement. A high-intent user may respond best to an interactive ad, while a casual player might engage more with a rewarded ad. Fine-tuning formats and delivery timing can drive better ROAS without disrupting gameplay.
Demand-side platforms (DSPs) provide the data intelligence, real-time bidding, and cross-device targeting needed to execute precision-driven campaigns at scale. Using a DSP’s optimization capabilities, game developers and advertisers can refine messaging, minimize unnecessary spend, and drive stronger results across every touchpoint.
In Conclusion
What’s abundantly clear is that players no longer stick to a single device. They fluidly switch between mobile, CTV, consoles, and PC, expecting seamless experiences across them all. The key to success? Unified player insights that track behavior across platforms. However, with privacy laws evolving, these insights need to be distilled from data collected through a game’s own channels. First-party data is now the most valuable currency, giving game developers and advertisers more control and an edge in understanding their audience. DCO continues to rise, ensuring ads adapt in real time based on where and how a player engages. 2025 is also about AI-driven segmentation, allowing for hyper-targeted campaigns that increase retention and revenue.
In 2025, winning isn’t about chasing impressions. It’s about intelligent, frictionless engagement that turns players into loyal customers across every screen they touch.
Ready to enhance your game’s reach with precision messaging and data-driven segmentation? Partner with us to build a winning cross-platform advertising strategy. Contact our team.
Garima Batra
Content Marketing Manager
