Growth in Mobile Gaming: New Global Study From Deloitte and Google AdMob Reveals the Link Between Mobile Ad Engagement and Gamer Retention

New York, June 10, 2025

Key takeaways

• According to those surveyed, heavy gamers are up to three times more likely to extend sessions and make purchases after positive ad experiences.
• Seventy-two percent of gamers surveyed who are exposed to high-quality ads keep playing.
• The survey found that playable ads with disruptive features double the chances a gamer will quit.
• One in 5 gamers surveyed abandon a game due to low-quality ad experiences.

Why this matters
A new global report from Deloitte and Google AdMob, “Quality Drives Value: A Look into Mobile Gaming Ads,” reveals that when it comes to advertising in gaming, some of the features that drive clicks — such as obscure close buttons, forced redirects, and fake interactivity — are also eroding user trust and pushing gamers away. Once a niche hobby, mobile gaming is now one of the fastest-growing forms of direct-to-consumer entertainment, drawing massive brand investment in in-app advertising (IAA), according to Deloitte’s “2025 Media & Entertainment Outlook.” As the mobile ad market matures, the industry faces a clear choice: Chase short-term gains or build sustainable, long-term growth.

Disruptive ad features are common — and costly
Disruptive ad features as mentioned above are widespread in mobile games — especially in full-screen formats like rewarded, interstitial, and playable formats. While they may drive quick engagement, they undermine retention and damage brand perception. Casual gamers are more sensitive, while heavy gamers — who drive the most revenue — churn quickly after negative experiences.

• One exposure to a disruptive ad feature increases churn among those surveyed by 6 to7% — and quitting rates triple when these ads appear on end-cards or reward screens.
• Casual gamers surveyed are 30 to 50% more likely to churn after encountering disruptive features, while repeated exposure pushes over half (52%) of all gamers to quit entirely.
• Even popular games aren’t safe: 1 in 5 gamers surveyed say they’d abandon a favorite title due to bad ad design.

—  Francesca Dijols, head of Customer Growth Strategy, and principal, Deloitte Consulting LLP

High-quality ad experiences can create positive outcomes
Repeated exposure to disruptive ad features accelerates churn, but respectful, high-quality ad experiences deepen engagement, boost monetization, and strengthen loyalty, especially among heavy gamers, who are among the highest spenders.

• One in 5 (20%) gamers surveyed say they’d play more often if ad quality stayed consistently high.
• Among those surveyed, there is a two-to-three-times greater likelihood that heavy gamers will extend sessions and make purchases after a high-quality ad experience.
• One in 5 (20%) gamers surveyed choose to play certain games more than others after a high-quality ad experience.

Connect with us on LinkedIn: Francesca Dijols #mobilegaming, #gaming, #tmttrends.

“Quality Drives Value: A Look into Mobile Gaming Ads” is based on a global survey of 7,000 gamers and a diary study with 50 participants across Brazil, Germany, Japan, the United Kingdom, and the United States. The study, conducted by an independent firm, was completed in early 2025. Participants responded to both real and simulated ad experiences, allowing researchers to isolate the impact of ad design on gamer behavior and sentiment.