Mobile Gaming Meets CTV: Capturing Attention in a Dual-Screen World

At Zynga, we’ve watched the media landscape evolve rapidly, and it’s clear that attention is fragmented. People are no longer just watching TV or scrolling on their phones, but doing both at the same time. That’s why we believe mobile gaming and CTV are actually complementary channels.

To break down the trend, we spoke with our Head of Programmatic Sales and Agency Relations, Corentin Leydis. “CTV is powerful for narrative and gaming is strong for engagement. Peak time gaming is actually at the same time as prime-time TV,” he says.

CTV provides the story. It builds awareness and creates a narrative for your brand. But when someone is watching TV, their phone is often in their hand. Social media scrolls, messaging apps, or games compete for that attention. Mobile gaming offers a lean-in, interactive experience that bridges that gap. With mobile gaming, people aren’t just watching an ad, they’re actively engaging with it. They’re tapping, swiping, and playing, which builds a deeper connection with the brand.

That connection matters. While a traditional CTV ad delivers reach, it doesn’t offer frictionless action. On mobile, a user can act immediately. They can click to learn more, make a purchase, or explore a story in real time. Leydis points out that more than half of digital commerce now happens on mobile. “On mobile, you’re just one tap away from making a purchase. On CTV, you’re still trying to figure out QR codes,” he says. Mobile gaming moves consumers down the funnel in ways that traditional media can’t.

But the conversation around the funnel is shifting, too. Classic top-, middle-, and bottom-funnel definitions are evolving into more fluid, flywheel-like interactions. Social media has demonstrated that when targeting is precise, users can move from awareness to action seamlessly. Mobile gaming operates similarly, particularly when ads are interactive.

We’ve seen engagement rates climb to significantly higher, meaning users are actively participating with a brand experience, not just passively viewing it. Completion rates for interactive videos regularly hit the 90th percentile. That combination of attention and interaction is a powerful signal to advertisers.

Mobile gaming also reaches a broad audience, extending far beyond the stereotype of Gen Z players. Our research shows that 94% of Zynga’s audience are the primary shoppers in their households (Source: Disqo Zynga Mobile Shopper Study 2025). Casual puzzle games may attract older players, while competitive games appeal to younger users. “Now it’s not a question of reaching Gen Z. It’s which gaming strategy should I have for which audience?” he explains.

Playables and gamified ads are where this strategy comes alive. A thirty-second interactive experience can immerse a user in a way a passive video never can. These ads must balance custom, high-touch experiences with simplicity. For a recent campaign, Zynga created two playables: a competitive, shooter-style game targeting men, and a puzzle-strategy game targeting women. Each experience was distributed across games aligned with that audience, ensuring relevance and high engagement.

This approach also extends to programmatic advertising. Historically, programmatic meant standardized, templated ads. Now, we are bridging the gap between programmatic and premium by delivering custom, interactive experiences programmatically. This allows advertisers to retain control and scale while providing high-quality, game-native engagements. “We’re bringing custom ads that feel like gaming. They’re built for engagement, but run programmatically,” Leydis notes. This innovation enables advertisers to combine efficiency with impact in a way that was previously impossible.

Looking ahead to 2026, attention will remain the defining metric. People will continue to watch CTV while engaging on mobile. Advertisers must meet audiences where they are and design experiences that account for this dual-screen reality. Interactive, gamified ads will play a crucial role in capturing and holding that attention. By integrating narrative-driven CTV with mobile gaming, brands can tell a story while also creating measurable engagement and action.

At Zynga, we see mobile gaming as more than just a channel. It’s a space where audiences engage, act, and connect with brands in meaningful ways. The opportunity lies in designing experiences that are interactive, relevant, and accessible to a wide audience. As Leydis puts it, “You don’t just want people to see your story. You want them to play with it.”

Corentin Leydis | Programmatic Sales and Agency Relations

Corentin Leydis leads Programmatic Sales and Agency Relations at Zynga, overseeing direct programmatic monetization and strategic agency and holding-company partnerships. He brings over a decade of leadership at the intersection of gaming and ad tech, with prior experience in brand partnerships at Gameloft.