Why Mobile Games Feel Different In Your Media Mix

Media planning often treats channels as interchangeable line items. In reality, each environment behaves differently, and those differences matter more than ever as attention becomes harder to earn.

This visual breakdown uses a simple personality framework to show how common channels operate in practice

• Social feeds are fast, crowded, and competitive. 
• Premium video delivers impact, but in limited moments. 
• Mobile games sit somewhere else entirely,  inside player sessions where gamers are present, leaned-in, and not multitasking.

That distinction is becoming increasingly important. Recent data shows mobile gaming continues to capture sustained time spent, while advertisers lean into formats designed around participation rather than interruption. At the same time, media planners are under pressure to find environments where attention is predictable and brand experiences feel intentional, not forced.

At Prado, we focus on helping brands show up inside those moments, using mobile in-game ad placements that respect gameplay, pace with player sessions, and prioritize quality attention over noise.