According to a study carried out by eMarketer, the use of smartphone to play is becoming more and more popular. In 2015, half of the American population is a mobile phone gamer, and that figure could increase up to 63% of the population by 2019.
Companies see this trend as a potential new way to advertise for their products. To avoid the so-called “annoyance factor”, the companies have two choices: either reward-based ads to help the gamer by offering lives or level ups in exchange of the ad view; or, integrating their own products to the game, like clothing a virtual doll with existing clothes from real brands. emarketer.com