SUMMARY BY GUY TURNER
I thought this might be a niche geek out session for me as a former head of data and insights managing both Ipsos and Roy Morgan relationships…but it took a fairly hard pivot with a little digital marketing tip I have long believed in but couldn’t quantify. I’ve taken a slightly different tact here as the examples were for Universal Pictures, etc…so have tried to reasonably apply it to emerging brands in a key Turner & Co category.
Qrious Insight is an international consumer intelligence company that specializes in passively collecting first-party behavioral data to provide brands with a comprehensive 360-degree view of customer actions, preferences, and trends. Their primary data collection tool is the proprietary ValueMe App, which passively gathers first-party behavioral data from over 50,000 downloads, rewarding panelists for daily data sharing and survey participation. This approach enables Qrious Insight to analyze over 12 billion first-party touchpoints annually, equating to more than 1 billion interactions each month, thereby offering micro-level visibility into consumer behaviors.
The Overlooked Goldmine in Advertising – Lite Mobile Gaming & Next-Gen Stats
The world of advertising is undergoing a fundamental shift, and if you’re still thinking of mobile gaming as just a space to promote other games, you’re already behind. At SXSW 2025, Itai Cohen (Digital Turbine) and Andrew Moffatt (Qrious Insight) delivered a talk that laid out exactly how next-gen audience data is reshaping marketing, exposing critical blind spots in media mixes and unearthing untapped opportunities – one of the biggest being lite mobile gaming.
At Turner & Co, we specialise in helping brands stay ahead of these shifts. And we’re here to tell you: Don’t sleep on lite mobile gaming.
Brands often think of gaming as a niche – something separate from their traditional media mix. But the data proves otherwise. Mobile gaming, especially lite and social gaming, isn’t just a viable channel – it’s a blueish ocean strategy.
Here’s why, backed by insights from the SXSW session, our own research, and a deep understanding of the psychology behind digital engagement.
The Overlap: Light Social Media Users Are Heavy Gamers – and Vice Versa
One of the biggest blind spots in current marketing strategies? The misalignment between where brands advertise and where their audiences actually spend time.
The SXSW talk emphasised how next-gen stats are helping brands uncover these gaps – and one of the most surprising findings? Many light social media users are actually heavy mobile gamers, and vice versa. It seems the total time volume on the small screen dedicated by almost all demographic segments globally is relatively steady at 3hrs per day, with heavy usage being 2hr+ and light usage <1hr.
This is huge for advertisers who rely on platforms like Meta, TikTok, and YouTube but haven’t considered the engagement power of mobile gaming. The research suggests:
- Not everyone who engages digitally is active on social media. Some audiences – especially older demographics and high-income users – are spending more time on casual games than scrolling feeds.
- Conversely, heavy social media users are often gaming, too. If you’re targeting Gen Z and Millennials, you need to think beyond Instagram Reels and tap into the immersive engagement of mobile gaming.
For brands, this means expanding your media mix to include gaming is no longer optional – it’s essential for coverage and efficiency.
Lite Mobile Gaming: The Advertising Channel You’re Ignoring
Turner & Co’s Take: Lite mobile gaming is a massive, scalable advertising channel that most brands are underutilising or ignoring entirely.
The data shared at SXSW backs this up:
- Mobile gamers make up 60% of all online gamers worldwide – yet most brands still don’t prioritise mobile gaming in their media mix.
- In the US alone, advertisers are projected to spend $6.7 billion on in-game advertising, with year-on-year growth accelerating.
- Engagement rates in mobile games are often higher than social media ads – meaning more eyes on your brand, for longer. There’s also FAR less competing brand messages and a higher ability to generate frequency in targeted channels.
And here’s the kicker: Ads in mobile games aren’t just for other games. They work across retail, entertainment, health & beauty and more.
Breaking the Myth: It’s More Affordable Than You Think
Most brands assume gaming ads = massive budgets. But that’s outdated thinking. White-labelling existing interactive experiences is not only possible, but shockingly affordable.
- Brands don’t need to build their own interactive ads – they can choose to brand affordable existing white label options.nteractive ad formats (like playable mini-games) are already being used by big brands outside of gaming, and they work incredibly well.
- Full-page, unskippable ads in mobile games can be cost-equivalent to YouTube ads – but with higher interaction rates when combined with incentives.
If you’re buying YouTube pre-rolls, you should be buying mobile game full-screens.
The Case Studies: Where Next-Gen Stats Are Shifting Media Mixes for SMEs in Health & Wellness
The SXSW session made one thing clear: next-gen audience data is changing the game for advertisers. But here’s the catch – while big brands have the budgets to experiment with new channels, SMEs in health and wellness often feel priced out of digital innovation.
The good news? You’re not.
At Turner & Co, we specialise in helping health and wellness brands unlock affordable, high-impact marketing opportunities that bigger companies are only just discovering. And one of the biggest untapped channels? Lite mobile gaming.
Here’s how health, fitness, and wellness SMEs can apply next-gen insights to drive growth, build brand affinity, and reach more customers – without blowing their budget.
1. Health & Nutrition Brands: Gamified Incentives = Increased Sales & Retention
Health and wellness consumers are already engaging with apps and digital experiences to track workouts, count steps, and log meals. But what many SME brands miss is that these same consumers also engage with mobile games – and are highly responsive to in-game rewards.
💡 Turner & Co’s Take:
- Instead of competing for ad space on social media, health brands should embed rewards and discounts inside mobile games.
- Offering discount codes for supplements, meal plans, or fitness equipment through in-game interactions could be as effective as social media offers – but with less competition.
- Timing is everything – many mobile game users are playing while commuting, winding down in the evening, or on their lunch break – prime moments to encourage a purchase.
🔹 Example: A wellness tea brand could run a limited-time in-game offer where users unlock a discount by completing a mindfulness or relaxation game challenge – creating a seamless link between gaming and real-world wellness habits.
2. Fitness & Gym Brands: Interactive Challenges = Higher Engagement
Gyms, personal trainers, and fitness brands rely heavily on motivating people to take action – and next-gen stats show that gamification is one of the most effective ways to drive engagement.
💡 Turner & Co’s Take:
- Forget static ads – SME fitness brands should be integrating simple interactive challenges into mobile games.
- Example: A holistic health brand could offer a free trial class to users who complete a short in-game breathwork challenge – reinforcing the connection between relaxation, focus, and their brand.
- In-game incentives can also work for membership retention – rewarding users with a discount on renewal fees if they engage with a branded in-game challenge.
🔹 Why This Works: Studies show that habit-building and gaming mechanics are deeply linked – meaning fitness brands can use interactive mobile ads to reinforce positive behaviour change and boost brand loyalty.
3. Mental Wellness & Self-Care: In-Game Experiences = Stronger Brand Affinity
The demand for mental wellness tools – from meditation apps to sleep-aid products – has skyrocketed. But advertising mental wellness in traditional spaces is tough. Wellness brands often get buried in a sea of competing messages on social media.
💡 Turner & Co’s Take:
- White-labeling an interactive wellness experience inside mobile games is a cost-effective way for small mental wellness brands to compete with larger players.
- Example: A mindfulness brand could integrate a short persona discovery quiz into a mobile game – offering users an immersive and informative break from gameplay in exchange for engaging with their brand.
- Interactive full-page unskippable ads in mobile games can work just as well as YouTube pre-roll ads – but with higher engagement when paired with relaxation incentives (e.g. “Watch this and unlock a free breathing exercise”).
🔹 Why This Works: The mobile gaming audience is already seeking entertainment and stress relief – making it the perfect space for mental wellness brands to connect with potential customers.
Turner & Co’s Final Take: The Future is Already Here
But SMEs Need to Move Fast
The SXSW talk reinforced what we at Turner & Co already know: Health and wellness SMEs have more affordable digital opportunities than they think – but they’re being underutilised.
🚀 You don’t need a massive budget to break into mobile gaming.
🚀 You don’t need to build your own app to create interactive wellness experiences.
🚀 You don’t need to be a “gaming brand” to advertise in mobile games.
The opportunity? Lite mobile gaming offers SME health brands a direct line to highly engaged users – at a fraction of the cost of traditional digital ads.
If you’re a health, fitness, or wellness brand looking for cost-effective, high-impact advertising solutions, let’s chat.
