Generative AI is revolutionizing online information search habits, benefiting mobile gaming significantly. Research by LoopMe, conducted from September 4-8, 2025, surveyed 66,819 consumers in Australia, the UK, and the US, revealing that consumers are increasingly utilizing generative AI for searches—2x more in the US and UK, and 2.7x in Australia. This shift results in reduced web browsing times, creating opportunities for brands in mobile gaming, as users spend more time gaming—21% in the UK and 19% in the US report increased engagement. Despite low current adoption rates (19-21%), particularly among younger adults, frequent users engage deeply, suggesting a trend toward habitual use. This behavioral change presents substantial advertising opportunities, as gamers are three times more receptive to in-game ads. The research denotes a critical shift for marketers, urging alignment of advertising investments with the growing mobile gaming market and the declining efficacy of traditional search engine advertising.
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