Mothers who game: The New Face of Casual Play
For years, the gaming world was shaped by stereotypes that no longer hold true. One of the most remarkable shifts in gaming culture has been the rise of an audience that few saw coming—but that now sits at the heart of the casual gaming ecosystem: Mothers who game.
Gaming as Personal Space
Women aged 35 to 64 now represent nearly half of the mobile casual gamer base. Among them, the majority are mothers. According to Gameloft for brands' study, 46% of casual gamers in this age group are women, and of those, an impressive 86% have children. These numbers confirm a trend that's been quietly gaining ground: gaming has become a regular part of many mothers’ daily lives, not just for entertainment, but as a moment of self-care and a way to unwind.
Far from being an occasional pastime, video games are naturally integrated into their routines. Many moms play while their children are asleep, during short breaks, or in their well-deserved "me time." But gaming isn’t just a solo activity—it’s also becoming a tool for shared moments: more and more mothers play with their kids, creating connections and even using games as learning tools.
Meaningful, Shared, and Accessible Experiences
The types of games preferred by Mom Gamers reflect their dynamic and multitasking lifestyles. The study shows that nearly half prefer match-3 titles, quick puzzles, or runner games, genres that allow for short, accessible sessions without complex mechanics. These games don’t just entertain—47% of female players say they also choose them to keep their minds active and support memory and cognitive health, turning gaming into a daily mental wellness ritual.
Gaming is becoming the modern-day board game. Where families once gathered around a Monopoly board, today they share screens and levels. For mothers, gaming is a new, fun, and engaging way to bond with their children in a space that both generations enjoy.
A Digitally Fluent, Consumer-Savvy Audience
When it comes to advertising, these players show a clear preference for in-game formats over traditional channels like social media, TV, or web banners. 65% of them find rewarded video ads or sponsored content within games acceptable, especially when they offer tangible in-game benefits such as bonuses, extra currency, or new features. These formats are perceived as non-intrusive and even helpful, enhancing rather than disrupting the experience.
A Natural Fit for Brands That Know How to Listen
Entertainment products—movies, books, music—top the list when it comes to ad receptiveness, with a 65% approval rate, followed closely by health and wellness brands, which reach 60% acceptance. Both categories align perfectly with mom gamers’ values and aspirations: relaxation, family life, and personal wellbeing.
Mothers who game are open to brand interactions—as long as the message is relevant, well-integrated, and aligned with their interests. Gaming is a space of trust, routine, and emotional resonance. Brands that respect and understand that will stand out.
If you're looking to connect with this active, receptive, and digitally fluent audience, COMBO! Pop is your perfect playground. With ad formats designed to enhance the gaming experience and boost engagement, it’s the ideal gateway into the world of Mothers who game. Ready to connect with them? Get in touch.
