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Kids are still spending plenty of time with screens, but a growing share of that time is now inside mobile games.
According to Newzoo’s Global Games Market Report, mobile represents the largest segment of the global games market. At the same time, regulatory scrutiny is increasing. In the U.S., the FTC’s COPPA framework governs how advertisers can handle data from children under 13, while GDPR in Europe places additional restrictions on profiling and behavioral targeting of minors.
Add to that brand-safety research, which continues to show that unsafe placements reduce media effectiveness and damage brand perception, and the risk becomes measurable, not theoretical.
That’s why more brands are prioritizing:
- Curated high attention mobile gaming environments
- Contextual delivery instead of personal data tracking
- Custom inventory controls
- Transparent reporting
Not as an add-on. As a standard.
Reaching kids isn’t the challenge. Reaching them responsibly, without compromising performance or compliance, is.
We’re seeing more brands shift toward controlled mobile gaming environments as a result. Are you seeing the same shift in your campaigns?
Aashna Seth
