Not All Players, Not All Platforms: The Importance of Strategic Alignment in Gaming

With 3.4 billion players worldwide¹ and 86% of the U.S. population gaming², the scale that gaming offers is undeniably compelling. To take full advantage of this reach, however, marketers must consider an advertising strategy that aligns with the gaming context.

Gaming engagement is diverse and multi-faceted. Depending on the context, players move between platforms, shift motivations, and seek different types of experiences. Brands that recognize these nuances and leverage them in their advertising strategy are better positioned to unlock gaming’s potential for their brand.

To understand this dynamic player behavior, we conducted two surveys exploring cross-platform gaming habits among 3,000 adults in the U.S. This research, highlighted in Gaming’s Next Level: The Power of Platforms, reveals the multi-dimensional nature of player motivations and platform choices.

Gaming Is Cross-Platform

Today’s players don’t just stick to one screen. They move fluidly across platforms depending on time of day, mindset, and the type of experience they’re looking for.

Our research shows that:

• 73% of weekly gamers are multi-platformers.

• 77% of weekly gamers play on mobile, 52% play on console, and 34% play on PC.

• Multi-platform players typically start their day with mobile, then additionally incorporate console or PC into their gaming mix later in the day.

These various touchpoints create a range of brand opportunities—but not every opportunity is suitable for each campaign objective.

Multiplatform ≠ One-Size-Fits-All

While players can be found gaming across 3 platforms on average, that doesn’t mean they are receptive to the same ad experience across different gaming environments. The most impactful campaigns tailor messaging, format, and creative to fit the distinct context of each platform. 

Because player expectations shift between mobile, console, and PC, a platform-specific strategy is key to optimizing campaign performance and taking advantage of gaming’s scale. 

Tailoring a Platform Approach

Not all platforms are created equal. What works on mobile may not resonate on console or PC—and vice versa. 

Consider how usage contexts shift across devices:

Mobile offers high-frequency reach, console delivers immersive storytelling environments, and PC attracts a deeply engaged, high-value audience. Each plays a different role within the gaming ecosystem.

A quick-hit ad unit may excel on mobile during a midday gaming break, but feel misplaced during a focused, evening console session. Strategic alignment comes from activating in the right moment on the right platform.

Strategic Activation Starts With the Player

A one-size-fits-all, cross-platform solution isn’t the answer–especially in gaming. Activision Blizzard Media offers brands guidance on how best to activate a cross-platform advertising strategy, helping brands find the most relevant players on the platforms that make sense for their audience, creative, and objectives.

In gaming, success for brands lies in understanding how players engage across platforms–and crafting connection points that align with each environment. 

About the Author

Andrea Fahmy is an Associate Director, Research at Activision Blizzard Media. In this role, she leads research initiatives that generate critical insights into gamer behavior and advertising effectiveness. Before joining Activision Blizzard Media, she served as Manager of Marketing Sciences at PHD. Andrea holds a Master’s Degree in Social Sciences from The University of Chicago and a Bachelor of Arts in Linguistics from Vassar College.

Endnotes

1.  NewZoo, Global Games Market Report, July 2024

2.  GlobalWebIndex, GWI Core, Q4 2023 - Q3 2024 (Base: US Internet Users 18+)