While platforms like Roblox and Fortnite primarily attract younger audiences, mobile games engage a much broader demographic, reaching across all age groups and income levels. This makes them an effective channel for brands aiming to connect with diverse consumer segments.

In Germany alone, over 27 million people play mobile games, with 210 million across the EU and 3 billion worldwide. The introduction of a dedicated gaming category at the Cannes Lions in 2023 highlights the growing signific...