Inside the Gamer Mindset: New Research Reveals What Players Really Think About Ads – A Joint Study by PubMatic & ReneVerse

Discover what 1,000 gamers in Southeast Asia think about mobile game ads. Key findings from the PubMatic x ReneVerse study reveal big opportunities for brands.

In the fast-evolving world of mobile gaming, one question looms large for marketers and developers alike: What do players really think about in-game advertising? That’s the question at the heart of a new joint study by PubMatic and ReneVerse, titled “Game On! The Key to Successful Mobile Game Advertising in Southeast Asia.”

Conducted across Thailand and the Philippines, the study surveyed 1,000 mobile gamers between December 2024 and January 2025. The goal? To understand the emotions, behaviors, and ad format preferences of gamers in one of the world’s most mobile-first regions. This makes it a must-read for anyone navigating the Southeast Asia gaming market.

Below, we break down the top insights—and what they mean for brands looking to tap into the growing demand for effective mobile game monetization strategies.

1. High-Income Gamers Are Ready for Ads—If Done Right

The study uncovered a major segmentation opportunity: nearly 49% of high-income gamers feel positively about in-game ads, compared to just 24% of low-income gamers. That makes this affluent audience both receptive and high-value from a programmatic game ads standpoint.

Even more compelling: 98% of high-income gamers report feeling happy while playing. With 43% playing two or more hours per day, and doing so in various settings—from morning commutes (28%) to lunch breaks (22%), cafes (23%), and evening downtime at home (91%)—this audience is emotionally engaged and always on.

2. Native and Intrinsic Ad Formats Are Most Loved—Yet Least Used

Gamers aren’t anti-ad—they’re anti-interruption. While 41% of players acknowledge that ads are a fair trade-off for free-to-play content, 36% still find them disruptive. Brands must think carefully about strategy before scaling up in-game advertising.

The solution? Ads that blend into gameplay.

• 85% like in-game product placements
• 83% favor native ads that match the game’s visual style
• 81% enjoy branded areas within games
• 73% are positive toward intrinsic ads that align with game mechanics

However, these high-performing formats are vastly under-utilized, as only 21–27% of gamers say they’ve seen them recently:

• Only 21% had seen a native ad in the past two weeks
• 23% had seen in-game product placement or branded areas
• 27% had seen intrinsic in-game ads

This disconnect between gamer ad sentiment and exposure reveals a massive opportunity for advertisers and developers to shift toward immersive, context-aware formats.

3. In-Game Ads Drive More Word-of-Mouth Than TV

Mobile game ads are not just engaging—they’re persuasive. The study found that they are 2x more effective than TV at driving product recommendations—51% vs. 27%.

And while TV slightly edges out mobile games for direct purchase influence (24% vs. 22%), the data clearly shows that in-game ads do more than just deliver impressions—they drive action, engagement, and brand amplification.

It’s confirmed! In-game advertising plays a key role in amplifying brand messaging and influencing buyer behavior.

4. Gaming Is a Daily, Multi-Context Channel—With Multitasking in the Mix

Today’s gamers aren’t tethered to consoles. They play across multiple devices and throughout the day—on public transport, in cafes, at home. Mobile gaming has become a continuous, emotionally resonant channel for content and commerce.

Adding to the complexity, 60% of players multitask—often watching TV or using social media while gaming. This makes omnichannel alignment crucial for advertisers seeking consistency across touchpoints in their programmatic game ads strategy.

Why This Matters for Advertisers & Developers

The findings send a clear message:

• Advertisers can reach emotionally engaged, high-income audiences in a premium, brand-safe environment through thoughtful in-game advertising.
• App developers can unlock mobile game monetization opportunities without compromising gameplay—if they choose the right ad formats.

And with ReneVerse offering smart, non-intrusive solutions like branded objects, native ad placements, and seamless integrations, it’s easier than ever to turn ads into experiences—not interruptions.

Final Thought: In-Game Ads Are No Longer Optional—They’re Strategic

Gaming is no longer a fringe activity—it’s a dominant media channel. And the PubMatic x ReneVerse "Game On!" research study reveals a compelling truth: mobile gamers in Southeast Asia don’t just accept ads—they engage with them, recommend products, and remember brands, especially when those ads are seamless and well-integrated.

With data-backed insights on gamer sentiment, ad effectiveness, and media habits, this report offers a clear playbook for advertisers and developers looking to win in the attention economy. 

If you're looking to activate immersive, performance-driven in-game campaigns, this is your moment.

📥 Download the full ‘Game On!’ research report for free (just an email required) to dive deeper into the trends, stats, and strategic insights.

📞 Connect with our team to explore ReneVerse in-game ad solutions, start building your in-game strategy and explore high-impact ad formats that resonate with players.