India is now the world’s top market for mobile gaming in terms of downloads. Several billion games were installed in the first half of 2021. Gaming now accounts for 20-25 per cent of mobile media time spent by consumers. This is not limited to gender or age group. Women too engage in gaming. Gaming attracts users across age groups, gender and location. Gaming thus has become attractive from advertising standpoint. Advertising firms provide billboards within a game that are native to the game.