Last week at IAB Playfronts 2025, Precise TV took the stage with a powerful message: the next frontier of digital engagement is being shaped by Gen Z and Gen Alpha through mobile and tablet gaming. With an eye on innovation and safety, we shared deep insights into how these younger audiences interact with content—and how brands can meet them there, meaningfully and responsibly.
Gen Z & Gen Alpha: Gaming Is Their Gateway
In a data-rich presentation led by CCO Denis Crushell, Precise TV spotlighted how dramatically gaming consumption has evolved among kids and teens:
- Mobile gaming saw a 16% year-over-year increase in popularity, now ranking third in overall reach and second in addressable reach.
- 6 in 10 kids (ages 6–9) are influenced by ads they see in mobile games.
- 75% of children request products they’ve seen advertised during gameplay.
- 70% of parents are driven to purchase based on their child's positive response to in-game ads.
Precise TV also introduced a major innovation at the event - A US patent-pending product designed to revolutionize ad targeting in mobile and tablet gaming. More to come on this in the coming days.
In an era where digital habits are formed early, and family co-play is the norm, brands need to meet young audiences where they are—without compromising safety or suitability.
Want to learn how your brand can win with Gen Z and Alpha through mobile in-app gaming? Reach out here.
Topics: gaming, teens, event, mobilegaming, Playfronts