Why In-Game Audio Ads Are a Brand’s Secret Weapon

As mobile gaming cements its place in mainstream entertainment, advertisers are waking up to a massive opportunity hiding in plain sight—in-game audio ads. Not only are these ads non-intrusive and user-friendly, but new data proves they’re incredibly effective at driving brand recall, engagement, and action.

We recently partnered with Audiomob to conduct a brand lift study on this very format—and the results should have every marketer rethinking their digital strategy.

Audio Ads Fit Seamlessly Into the Gaming Experience

The biggest strength of in-game audio ads? They don’t interrupt gameplay. While video ads pause or disrupt the experience, audio ads allow users to keep playing while hearing a message—making them more likely to engage without frustration.

Here’s what the study found:

• 54% of gamers prefer audio ads over video.
• 42% said they continue playing after hearing an audio ad.
• Only 2% said they’d close a game in response to an ad.

This shows a clear preference for formats that respect the user experience—and audio delivers.

The Audience Is Massive—and Listening

Mobile gaming isn’t a niche anymore. 93% of participants in the study play mobile games weekly, with a wide range of ages and genders represented. This audience is also highly engaged across other audio channels:

• 43% listen to podcasts weekly
• 63% stream music
• 61% still tune into traditional radio

But when it comes to engagement, in-game audio leads the pack:

• 52% of users are most likely to engage with ads in mobile games
• That’s higher than podcasts (16%) and music streaming (10%)

What’s more, 34% of gamers said they searched for more information after hearing an in-game audio ad. That’s a real signal of intent—and a huge opportunity for brands.

High Recall, High Scale, Low Disruption

In-game audio doesn’t just blend in—it sticks with people:

• 30% recall rate for audio ads in mobile games, on par with television and significantly higher than podcasts or radio.

And with over 37 million impressions served and an average of 6.24 exposures per user, the format offers both reach and frequency—two of the most critical levers in any campaign.

Why is this Important?

Brands are always looking for ways to meet consumers where they are. Right now, they’re in mobile games—and they’re listening. In-game audio ads offer a rare combo: a respectful, user-friendly experience and measurable performance that rivals or outpaces other digital formats.

For marketers looking to diversify their media mix, boost brand recall, and drive real action, in-game audio ads aren’t just a trend. They’re a strategic advantage.

Ready to hear what your brand sounds like in-game? Let’s talk.