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Report
19 pages
Mobile Gamer 2021: Gen Z Edition
Mobile is the dominant gaming platform for Gen Z, with 86% of 18-24-year-olds playing on mobile devices compared to only 42% on consoles and 38% on PCs.
Gen Z shows a strong preference for rewarded advertising, with 61% of respondents reporting that they enjoy offerwalls within mobile games.
Traditional advertising formats like banner ads, non-skippable videos, and celebrity endorsements are largely ineffective with this demographic.
Market Analysis
Player Demographics
In-Game Advertising
Tapjoy
Jan 2025
Report
19 pages
The Modern Mobile Gamer: 2021 Gen Z Edition
Mobile is the dominant gaming platform for Gen Z, with 86% of the demographic using smartphones for gaming compared to only 42% who use consoles.
Rewarded advertising is the most effective engagement strategy for this group, with 54% preferring rewarded ads and 53% engaging with them, significantly outperforming Instagram (38%) and TikTok (23%).
The COVID-19 pandemic significantly accelerated mobile gaming adoption, with 71% of Gen Z respondents reporting increased mobile gameplay during 2020.
Player Demographics
Player Behavior
Monetization
+2
Tapjoy
Jan 2021
