Gaming on their terms: How player behaviour shapes smarter media strategies

Gaming is an important part of how people live. From a quick puzzle session in the morning to a co-op mission with friends at night, gaming adapts to a player’s mindset, mood and available time. For advertisers, this presents a powerful but often overlooked opportunity: aligning campaigns not just by platform or demographic, but by moment.

Understanding when, why, and how players engage with games throughout the day can help brands deliver messaging that feels timely, relevant and additive to the experience, not disruptive.

Gaming is woven into the daily routine

Today’s players engage with games across multiple touchpoints and timeframes. Our latest report, Gaming’s Next Level: The Power of Platforms, reveals that, rather than reserving gaming for one block of time or a single device, the gaming audience interacts with it continuously - switching between mobile, console and PC based on where they are and what they’re looking for in that moment.

• 78% of weekly players engage across two or more dayparts
• 52% of weekly players game across some combination of mobile, PC and console
• Average session length increases throughout the day, peaking at 1.86 hours in late-night play sessions​

These patterns reflect how dynamic gaming engagement can be throughout the day, shaped by player mindset, platform and time spent. Our research highlights how purpose-driven gaming often is, with players engaging to focus, connect or unwind depending on the time of day.

Time of day hints at player mindset

Gaming motivations often shift throughout the day, depending on mindset, environment, and available time. While patterns vary by individual, our research indicates the following general trends by daypart:

Morning
• Average session length: 1.18 hours
• Motivation: To sharpen my brain
• Typical platform: Mobile

Midday
• Average session length: 1.31 hours
• Motivation: To solve problems or think strategically
• Typical platform: Mobile

Afternoon
• Average session length: 1.42 hours
• Motivation: To explore places I cannot go in real life
• Typical platform: Mobile

Evening
• Average session length: 1.66 hours
• Motivation: To bond with friends and family
• Typical platform: Console and mobile

Late Night
• Average session length: 1.86 hours
• Motivation: To relax and unwind
• Typical platform: Console and mobile

These shifting motivations can offer helpful creative cues for brands looking to tailor messaging throughout the day. Based on the patterns we’ve observed, advertisers might consider the following strategies:

• Morning sessions may be well-suited to Rewarded Video, offering players quick value during shorter, focused interactions
• Midday and afternoon could align with Interactive End Cards or Playables that invite exploration or problem solving
• Evening and late night might lend themselves to branded integrations or cinematic experiences that match players’ desire to immerse or unwind

Why moment-based marketing works in gaming

Player engagement in gaming isn’t static; it shifts meaningfully throughout the day. As player mindsets change, so does what they seek from a game and how they’re open to engaging with brands. That gives advertisers a distinct edge: the ability to reach not just an audience, but a mindset. It also means brands can adjust creative and media strategy in ways that enhance the experience rather than interrupt it.

When ads align with the why behind a session - whether it’s mental stimulation, social connection or relaxation - they become part of the experience. And that’s where performance lives.

The role of the platform in daily play

As player motivations shift, so do platforms. Mobile dominates in the morning and throughout the workday due to its convenience and accessibility. Consoles and PC become more prominent in the evening, when players have more time and seek immersive experiences.

This fluidity makes it clear: effective campaigns don’t just choose any platform. They select the right platform for the right time and player behaviour.

Gaming isn't confined to a single screen or schedule, and neither should your marketing strategy be. Aligning with players’ daily behaviours creates space for brands to show up with intention, value and relevance. That’s what turns a moment of play into a moment of impact.