Are mobile games the new TV? In many ways, mobile games are everything appointment TV once offered, but with additional benefits and challenges. If you look at where people play games, mobile has surpassed console and PC gaming. This means that mobile games have the scale that advertisers look for, so I wouldn’t be surprised if mobile games become the first place advertisers turn to when they want to launch highly creative branding campaigns at scale.

Let me explain.

Traditional TV was the brand advertiser’s dream channel

For decades, brand marketers relied on appointment TV to launch their branding campaigns. The channel offered compelling benefits, particularly as it pertains to creativity and reach. The 30-second TV spot offered ample room for marketers to capture the

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