Evolving game marketing in a privacy-centric world

This article is part of a Gaming Insights series paid for by Facebook Gaming.

There’s a massive opportunity out there for mobile game developers: out of more than 2.8 billion gamers in the world, a full 2.5 billion are playing on their mobile devices[i], and mobile game spending reached $89.6 billion in 2021[ii]. But concern about privacy has escalated too — 54% of U.S. mobile gamers say they are uncomfortable sharing personal information with game developers. Alongside this, the industry has seen significant regulation to encourage consumer privacy, undermining the effectiveness of traditional mobile game marketing strategies.