Much has been made of the huge growth in podcast and music streaming listener numbers, and rightly so – podcast listeners in the UK have reached 21.2 million (Statista, 2025), and 37% of the population tune in to On-Demand Music services each week (RAJAR, MIDAS Winter 2024). But “in-game” audio advertising takes things a step further, expanding the connected audio advertising universe even more.
A new brand-lift study by Veritonic in partnership with Audiomob revealed that 93% of gamers play weekly, and 54% prefer audio ads over video ads. With 34% taking action after hearing an ad, and 52% saying they’re most likely to engage with ads during gaming, the opportunity for advertisers is clear. Unlike traditional ad formats, in-game audio ads seamlessly integrate with the gaming experience, keeping players engaged without disrupting their gameplay. This non-intrusive nature not only boosts brand recall but also drives action, making it a powerful tool for advertisers looking to connect with an active and diverse audience.
With the mobile games market expected to reach 32 million users by 2029 in the UK (Statista, 2025), the mobile gaming audience is diverse (and growing!).
