This year’s Super Bowl ads indicated that we’re seeing a shift in advertising, especially for mobile games, as companies like SuperCell and uCool spent millions of dollars to spread the word about their games. And, according to LoopMe’s Stephen Upstone, this spending could become the norm very soon.

Upstone, the founder of the company, spoke at the Casual Connect Asia event this month, explaining that the mobile industry’s biggest game companies will soon increase their budgets with advertising, going as high as $500 million for the year, according to GamesIndustry International.

“We think this is going to start changing rapidly,” said Upstone about the increase in budgets. “We think there will be some very big clients on both the brand side and the gaming side who will be spending alone in one year $500 million – even up to $1 billion – just on mobile video ads.

“The other ad formats just won’t build brand in the same way, they won’t convert in the same way, and that won’t follow through to lifetime value,” he continued.

Upstone used the word “static” quite often when it came to discussing the way certain ads fail to convey information, and said that good advertising is supposed to accomplish more. “They’re instantly forgettable,” said Upstone about the ads. “They’re just a way of accessing the content.”

Upstone used the uCool and Liam Neeson (Supercell) ads as examples, as well as a recent commercial for King’s Candy Crush Saga, which has been quite successful. He explained that this is an effective tool for mobile gaming, just as it has been for other advertising firms over the previous years.

“When you look at the games industry, you have a few big companies who have driven most of the spend over the last few years,” explained Upstone. “MoPub had 80 percent of its revenue at the time of the purchase just coming from King. And with Supercell, a lot of that comes from just one big hit game, or a very large cheque from a venture capitalist – Softbank, in that case.

“In the future, there will be even bigger hits that will drive a lot of that, and it will drive much, much more towards TV and brand advertising,” he continued.

Mobile will be a dominant platform in this field, according to Upstone, providing a huge opportunity for the industry in general. “This has got a long, long way to go,” he said. “Mobile is now disrupting brand television advertising, and brand television advertising is a $200 billion marketplace. Companies like Unliever and Proctor & Gamble are spending more than $5 billion a year just on TV ads.”

Mobile will also become the home for online advertising very soon, Upstone believes, and that a good amount of money will be diverted towards mobile advertising – and not too far off at that. “That’s today,” he said. “It’s only going to get bigger. Many consumers, specifically millennials, don’t even watch television any more.”