Mobile Gaming Meets Sport: Reaching Australia’s Most Engaged Fans
Mobile gamers in Australia aren’t just playing games — they’re deeply connected to sport. Looking at the latest GWI data, Australian mobile gamers significantly over-index on both playing and following sports, making them a highly valuable audience for brands operating at the intersection of entertainment, lifestyle, and live culture.
Nearly 4 in 10 mobile gamers in Australia say they actively play sport, well above the national average, while almost half regularly watch sport. This isn’t casual interest either. Mobile gamers are more likely than the general population to follow major sports like soccer (67%), Aussie Rules football (41%), basketball (48%), cricket (32%), and tennis (44%) — reinforcing the strong overlap between gaming culture and Australia’s sporting passions.
The affinity runs even deeper across high-energy, competitive sports. Mobile gamers are far more likely to follow basketball, combat sports, motorsports, skateboarding, wrestling, and martial arts, with some categories indexing at +65% above the general population. These are audiences drawn to skill, competition, and spectacle — values shared by both gaming and sport.
Participation mirrors fandom. Australian mobile gamers over-index in playing basketball, soccer, cricket, running, gym workouts, swimming, and cycling, showing that this audience doesn’t just watch sport — they live it. Unsurprisingly, they’re also more likely to follow sports teams and athletes on social media, creating multiple touchpoints for brands across screens, platforms, and moments.
For advertisers, this makes mobile gaming a powerful gateway into the Australian sports mindset. It delivers scale, daily engagement, and access to fans who are already emotionally invested in competition, performance, and community — all within a mobile-first environment that fits naturally into their routines.
Looking to connect with sports-engaged Australians through mobile gaming? Discover how Gameloft for brands helps advertisers activate high-impact, mobile-first campaigns that play to passion.
Source: GWI, 2026
