#Japan #Tokyo #Mobile Gaming #PubMatic #ReneVerse

Insights from PubMatic's Mobile Gaming Advertising Report

On May 20, 2025, Tokyo - PubMatic, an independent technology company dedicated to providing the future of digital advertising supply chains, released a new report titled "Game On! Keys to Successful Mobile Game Advertising in Southeast Asia." This study was conducted in collaboration with ReneVerse, a provider of immersive in-game product placement and advertising solutions compatible with Web3. The focus was on the perceptions and attitudes of mobile gamers across Southeast Asia regarding mobile game advertisements.

High-Income Gamers Show Open Attitudes Toward In-Game Advertisements

For app developers looking to balance revenue and player satisfaction and advertisers aiming to optimize their in-game ad strategies, the report reveals how players feel about advertisements. The findings indicate that over half (51%) of mobile gamers are neutral towards in-game ads, while 38% respond positively. Notably, about 49% of high-income players have a favorable view of ads, compared to only 24% among lower-income players. This discrepancy underscores the potential for improving ROI (return on investment) by targeting high-income audiences.

High-Income Mobile Gamers Exhibit High Engagement

The study shows that most mobile gamers develop positive emotional connections while playing. High-income respondents exhibited the strongest sentiment, with 98% feeling happy while gaming. Additionally, they often play mobile games, with 43% playing over two hours daily, integrating gaming into their mobile lifestyles. The data indicates that they game in various places, including during morning commutes (28%), lunch at restaurants (22%), coffee shops (23%), and relaxing evenings at home (91%). This creates substantial opportunities for advertisers to target this valuable audience during their highly engaged and positive time slots.

Mobile Games Outperform Television in Promoting Products

The report highlights that in-game ads not only spur purchasing behaviors and brand recall but also provide amplification effects. Mobile game ads significantly outperform television in terms of product promotion (51% versus 27%) and closely follow television in influencing purchases (22% for mobile games versus 24% for television).

Genelle Hung, Country Manager for Southeast Asia at PubMatic, commented, "What is clear for app developers and advertisers is the significant potential to create seamless in-game advertising experiences leveraging the positive sentiments held by the majority of mobile gamers, especially the high-income segment. It should be a top priority for advertisers to target this valuable audience sector at scale through programmatic auction packages. Furthermore, since 60% of respondents are simultaneously watching TV or using social media while gaming, it’s crucial to develop an omnichannel strategy that allows for contextually relevant ads to be displayed to the audiences across both platforms at the right moments."

However, advertisers need to carefully strategize before increasing their ad usage:

• - Players recognize the value exchange but feel ads can disrupt gaming.

Over 41% of players comprehend the value exchange inherent in mobile game ads, understanding that ads support their ability to play for free. Conversely, more than a third (36%) feel that ads interfere with their gaming experience. These results suggest that while brands can capitalize on positive feelings and receptivity towards mobile game ads, it is critical to prioritize a seamless advertising experience that fits within the gaming environment.

Underutilization of Popular Mobile Game Ad Formats

When it comes to various ad formats, 85% of gamers view in-game product placement positively, 83% are favorable towards native ads, 81% have a positive view of branded game areas, and 73% appreciate in-game ads. However, only 21% had encountered native ads, 23% had seen in-game product placements and branded game areas, and 27% had come across intrinsic ads in their gameplay over the past two weeks. Despite these formats not being adequately leveraged, the high emotional scores indicate a considerable opportunity for app developers and advertisers.

Anik Dang, CEO and co-founder of ReneVerse, stated, "The collaboration with PubMatic demonstrates the immense business opportunities at the intersection of mobile gaming and digital advertising. This partnership combines deep industry expertise with robust audience insights, allowing advertisers to connect more effectively with high-value gaming audiences throughout Southeast Asia."

For those interested, the report can be downloaded from the designated page.

Research Methodology

This report is based on a custom study conducted by Reneverse, commissioned by PubMatic, held from December 13, 2024, to January 6, 2025. The study surveyed 1,000 individuals aged 18 and older from Thailand and the Philippines who play three or more types of games on smartphones or mobile devices.

About PubMatic

PubMatic (Nasdaq: PUBM) is an independent technology company focused on providing the future digital advertising supply chain to maximize client value. PubMatic's sell-side platform empowers some of the world's leading content creators on the open internet to control access to inventory while enabling marketers to enhance ROI and reach addressable audiences across various ad formats and devices, driving increased profitability. Since its founding in 2006, its infrastructure-driven approach has facilitated efficient real-time data processing and utilization. By offering scalable and flexible programmatic innovations, they enhance customer outcomes while supporting a vibrant and transparent digital advertising supply chain.

About ReneVerse

ReneVerse is an immersive advertising platform that creates next-generation brand experiences within video games. Through contextual ad placements like 3D brand objects and in-game signage, it allows brands to reach players in seamless and native ways. ReneVerse supports both direct deals and programmatic purchases while offering real-time targeting based on in-game context, enabling brands to forge meaningful connections with users without interrupting gameplay. Through partnerships with developers across the gaming industry, ReneVerse is shaping the future of games powered by advertising revenue. For more information, please visit reneverse.io.