From niche to norm: The evolution of the gamer identity

In a recent webinar, "Playing to Win with Cross-Media Plans and In-Game Advertising," hosted by DISQO, Unity joined Zynga to discuss the evolving player and in-game advertising landscape and one thing became clear— with mobile gaming rising across demographics (69%) versus other platforms such as console (41%), the term, “gamer” is broadening beyond an otherwise specific definition. The traditional definition of a "gamer" no longer applies.* The stereotype of someone glued to a console simply doesn’t reflect today’s reality.In 2025, more than half of the U.S. population (57%) will play games across consoles, PCs, and mobile. Yet, despite gaming’s massive reach, only 23% of players identify as a "gamer".** The disconnect between the widespread activity of playing games and self-identification shows how gaming has expanded far beyond older labels. This transformation has largely been driven by a critical factor: the ubiquity of smartphones and the accessibility of mobile games.Mobile gaming is everywhere—And it’s redefining the gaming audienceSmartphones have made gaming more accessible than ever, pushing the average player age from 29 in 2004 to 36 in 2024. Now, women outpace men in mobile gaming (73% vs. 65%), and players span every generation, from Gen Z (61%) to Boomers (67%).*Think about it - the millennial solving Wordle every morning, a grandma crushing Candy while watching TV, or a Gen X professional playing Solitaire during their commute. And yet, despite the diverse audience and massive reach, only Gen Z is likely to self-identify as a “gamer”. **As Ari Brandt best put it in the webinar: “The term gamer evolved out of a legacy perception of who played console games. But today, gaming is everywhere and everyone, with mobile leading the charge. The growth of mobile gaming and the wide variety of genres available on mobile is why this audience is so diverse....Most people who play mobile games don’t call themselves ‘gamers,’ and neither should brand marketers.”The real opportunity: High-value consumers who playFor advertisers, mobile games are prime real estate, offering unmatched engagement, purchasing power, and loyalty. Unlike passive scrolling on social media or playing the TV in the background, when audiences play mobile games they are fully engaged with their screens making it one of the most valuable ad environments for brands.And these audiences aren’t just engaged, they also spend.54% of Gen Z and 52% of Millennials pay for gaming experiences.*39% of people who play mobile games have made a purchase after seeing an in-game ad (53% among Gen Z).*58% of Gen Z and 56% of Millennials are more likely to consider a brand that advertises in their favorite games.*To tap into these audiences effectively, advertisers need to integrate ads seamlessly into the gaming experience. The best-performing campaigns meet players where they are, using formats designed to enhance engagement rather than disrupt it:Rewarded ads: Players opt in, brands get attention, and engagement soars. 76% of players prefer them over mandatory ads.***Custom integrations: Well-designed, native ad experiences feel like an organic part of the game.Interstitial ads: When placed strategically, these full-screen moments grab attention without breaking immersion.For advertisers, this is the real opportunity to reach a massive, engaged audience across demographics, at scale, with ad formats that drive engagement. Leading brands aren’t waiting—they’re already integrating mobile gaming into their media mix and building strategies that meet players where they are.The "gamer" identity is expanding—It’s time to think biggerGaming isn’t a niche and the “gamer” identity is no longer one-size-fits-all. The label is shifting, and the brands that still think of gaming as a subculture are missing out on one of the most valuable, scalable advertising opportunities available today.We focused on mobile gaming today, but gaming happens across mobile, console, and PC. Channels like CTV and out-of-home advertising offer additional touchpoints for reaching players beyond the game itself. With more ways than ever to connect with high-value, engaged consumers, it’s no longer about reach, it’s about meeting audiences in an environment where they’re paying attention, taking action, and making purchases.As Zynga’s Marian Thomas put it: “Gaming isn’t passive—it’s interactive. It’s where attention and engagement thrive.” Brands that embrace this shift will win.The takeaway? The future of gaming and advertising is bigger and more inclusive than any one label. The smartest brands see mobile gaming for what it truly is - a high-engagement, high-impact media channel with engaged users that belongs at the center of modern media strategies.Learn more about reaching your audience with Unity Programmatic Solutions and how Unity helps brands understand the performance of their in-game advertising with DISQO.* DISQO Report: In-game advertising 2025** eMarketer, "US Gamers by Generation 2025"*** eMarketer, US Consumers Appreciate In-Game Ads