King is currently testing in-game advertising, which Activision management believes can meaningfully contribute to the company's financial results in the years to come.
The team is focused on the creation of premium video ad products that can improve player experience, deliver value to advertisers and create meaningful new revenue streams.
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The fact that King is already a large, successful company with about half a billion dollars in operating income means it can afford to experiment.
In 2016, Americans spent more time playing mobile games than watching content on Netflix , Hulu, or YouTube, according to SuperData research.
Another appealing characteristic of the mobile demographic for advertisers is the share of male-to-female gamers is more evenly split than on PC or console, which are more popular gaming platforms among men.
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