Summary
Adults over 50 represent an untapped mobile gaming audience of 52 million in the US. 42% play over an hour daily, mainly for fun (46%) and relaxation (45%). They prefer card, board, casino, and match-3 games.
72% are interested in improving physical health, and 55% shop for health products online. Advertisers should tailor ads with incentives like discounts, use interactive playables, and leverage programmatic solutions to drive engagement and purchases. This demographic is receptive to ads and in-game rewards, making mobile gaming a prime channel for health and wellness brands.
You Might Also Like
AdjustHow the 2024 Olympics redefined mobile app usage globally | Adjust
The 2024 Olympics boosted mobile app engagement significantly. Streaming apps saw 43% install increase on July 27. Food delivery and ride-hailing apps also surged, with France leading. Marketers can leverage such events for cross-platform strategies.
AdjustInsights into what makes a good mobile app eCPC and CTR | Adjust
This article explains eCPC and CTR, key mobile ad metrics, with 2024 benchmarks by region and vertical. It offers strategies to reduce eCPC and boost CTR, including audience targeting, A/B testing, and bid optimization.
AdjustExclusive finance and fintech app data | Adjust
Finance app industry shows 45% install growth YoY in 2023, with crypto up 196%. Retention challenges persist (20% Day 1, 9% Day 30). In-app revenue surged 119% in Q1 2024. Focus on personalization, security, and diverse monetization for success.
TikTokTikTok Advertising Blog: Find Product Updates, Insights & Tips
TikTok is offering new advertisers up to $6,000 in ad credits through a tiered spend incentive ($100/$500/$1500) that includes 1-to-1 expert support at the top tier. However, eligibility is restricted to new SMB self-serve accounts, and credits expire. Alongside the offer, TikTok has rolled out several ad tech innovations—Symphony AI creative suite, Streaming Ads, Agentic Hub, Market Scope, and new MMM data—that provide actionable opportunities for testing and scaling performance. Ad ops teams should review eligibility criteria carefully and consider leveraging these tools to maximize ROI during the promotional window.
TikTokTikTok Advertising Blog: Find Product Updates, Insights & Tips
TikTok for Business is rapidly expanding its ad tech stack with AI-powered creative tools, new ad formats, and enhanced measurement. Key updates include the Symphony creative suite with Dreamina Seedance 2.5, the Agentic Hub for AI-managed campaigns, Streaming Ads for subscription growth, and GMV Max for TikTok Shop ROI. New analytics via Market Scope and the Attribution Portfolio promise deeper audience insights and full-funnel measurement. Salesforce CRM integration streamlines lead transfer. A limited-time offer provides up to $1500 in ad credits for new advertisers, incentivizing adoption of these advanced solutions.
AdjustMobile app trends: H1 2026 benchmarks | Adjust
Global app installs rose 13% YoY and sessions 5% in H1 2026, signaling sustained growth despite market saturation concerns. Casual gaming saw a 55% surge in sessions, while e-commerce install day engagement improved across all regions, with North America reaching 1.34 and LATAM 1.4. Finance apps saw installs up 5% but sessions up 29%, underscoring the importance of retention. Ad ops teams should prioritize casual gaming, optimize install day experiences, and prepare for a strong H2 holiday peak, leveraging accurate measurement to allocate budgets effectively.
AdjustBoost engagement with frictionless deep linking | Adjust
TrueLink deep linking solution enables frictionless cross-platform user journeys, boosting engagement and conversion through branded links, smart banners, and web-to-app scripts.
AdjustAdjust x OpenAI Ads Manager integration for ChatGPT Ads | Adjust
Adjust now supports ChatGPT Ads measurement, enabling advertisers to attribute installs and post-install events from campaigns within ChatGPT. The integration provides URL templates for clicks and impressions, and uses the Conversions API to report conversions back to OpenAI. Advertisers can configure the module in Adjust by entering API credentials and mapping events. This allows tracking of key metrics like impressions, clicks, spend, CTR, CPC, and CPM, making ChatGPT Ads a measurable, data-driven channel for user acquisition.
More from Unity
Unity Vector Expands D28 ROAS for Ad Revenue & Hybrid Models
Unity Vector expands its ROAS suite with D28 Ad Revenue ROAS and D28 Hybrid ROAS campaigns, enabling advertisers to opti...
Introducing Vector-Powered D28 IAP ROAS Campaigns and Simplified ROAS Onboarding | Unity Ads
Unity Ads launches D28 IAP ROAS campaigns and simplified ROAS onboarding, both powered by Vector. D28 campaigns capture ...
New Unity Learn Course: Getting started with Discord SDK | Unity
Unity and Discord launch a new Learn course on integrating Discord Social SDK into Unity games. The SDK enables social f...
Why Rewards are Important for Apps & Monetization | Unity
Rewards are evolving from simple marketing tactics to strategic loyalty drivers critical across the user journey. Econom...
Breaking down the completely destructible world of Deliver At All Costs
Far Out Games built the completely destructible world of 'Deliver At All Costs' using custom Unity pipelines, aggressive...
Reduce User Churn with Aura Remarketing | Unity
Aura Remarketing re-engages inactive app users via native on-device notifications, targeting high-value segments like in...