Gamers & Cinema: A Surprising Connection Brands Should Be Watching Closely
The moviegoing experience has changed, but it hasn’t lost its magic. And among those still seeking that magic on the big screen is an often-overlooked audience: gamers. At Gameloft for brands, we conducted an in-game survey across key markets, including France, the UK, the US, and the Middle East, to understand how mobile gamers engage with cinema. What we found reveals a strong, unexpected synergy and an opportunity for entertainment marketers.
Cinema remains a deeply immersive experience
Despite shifts in media consumption habits, cinema outings are still seen as special. 60% of respondents said going to the movies is a unique experience. It’s not just about the film—it’s about the ritual, the comfort of the theatre, and above all, the ability to disconnect from the outside world: 53% value the cinema for being a distraction-free environment.
Gaming and cinema: different media, same attention power
That craving for immersion isn’t exclusive to the big screen. It’s a feeling gamers know well. Both cinema and video games, when done right, deliver deep, undivided attention from audiences. Unsurprisingly, both environments also deliver powerful results for advertisers: cinema ads boast 85% viewability, while in-game ads reach an impressive 97%.
Mobile gamers are also movie lovers
Mobile gamers are not just players. They’re moviegoers too. 62% report going to the cinema regularly, driven mostly by a desire to break from routine and enjoy leisure time. Their top film genres? Action, adventure, and science fiction. Stories full of intensity and spectacle, much like their favourite games.
A connected audience, ready to engage
Their consumption habits also reflect digital-native behaviour. 64% of gamers say they go to see films within the first few weeks after release, often avoiding opening-day crowds. And 40% prefer to buy tickets online, usually via cinema apps. This is a fast-moving, tech-savvy audience that knows where to look and how to act.
In-game advertising: building awareness (and driving ticket sales)
For movie studios and entertainment marketers, the gaming world is a strategic channel to reach cinema lovers. In-game ads are the second most influential channel (after social media) for 18–35-year-old gamers to discover new movie releases. Even more impressive: 64% of them are willing to buy tickets directly from an ad inside their favourite game.
Gaming environments offer not only reach but action. In distraction-free, immersive contexts, branded messages are not just seen—they're remembered and acted upon. It’s no surprise that more and more entertainment brands are embracing the gaming ecosystem.
Want to dig deeper?
Read the full “Gamers & The Cinema” report packed with stats, insights, and visuals. Download it here
