Android yielded 64 per cent of all Millennial Media game impressions during the third quarter of 2012, the firm reports, while iOS accounts for 30 per cent. BlackBerry trails far behind at 5 per cent, but still managed to outpace Microsoft’s Windows Phone at 1 per cent. Arcade-style titles yielded 30 per cent of impressions, word games 26 per cent, and puzzle games 19 per cent.

Despite increasing sales, tablets and e-readers only drove 23 per cent of Millennial game impressions in the third quarter, with smartphones still dominant at 74 per cent. Feature phones made up the remaining 3 per cent. EMarketer data cited by Millennial indicates there were 102m mobile gamers in the US in 2012 – 42 per cent of the nation's total mobile subscriber base.

FierceMobileContent: Millennial Media: Android generates 64% of all mobile game ad impressions; TelecomTV content partner.