One in four of the world's population regularly accesses games on the internet which has led the sector becoming a huge opportunity for brands to expand their campaigns.
Analysts estimated that the global online and mobile gaming market will grow to $46bn by 2016, from 2012's $29bn.
"Casual games have always been popular with children but we are seeing a massive rise in hand-me-down phones that is causing a surge in dwell time on mobile games," said Martin Doyle, head of digital at Generation Media, to IBTimes TV at the Game On event in London.
Generation Media is a European communications company that focuses on the leisure and entertainment markets, particularly for the younger generation.
Their services include media planning and buying, strategic planning, qualitative and quantitative research, New Media solutions and a creative content consultancy.