The gaming industry has evolved dramatically, becoming one of the most engaging and immersive channels for brands to connect with audiences. As gaming experiences have grown richer and more diverse, the opportunities for advertisers have expanded, allowing for innovative in-game placements, influencer partnerships, and dynamic ad formats in thousands of games (including Roblox, Fortnite, Minecraft, etc.) and across devices (PC, mobile, console). Our webinar, Games Advertising on the Rise: Zero Distraction, Maximum Results, explores this evolving landscape, offering insights into how brands can harness the power of gaming to drive impactful, seamless advertising experiences that captivate gamers without interrupting gameplay.
New IAB Study Reveals Games Advertising Among Top Three Investment Growth Areas Alongside Digital Video
For those using games advertising, it has become an integral and continuously growing part of the marketing mix. According to IAB’s latest study released during IAB PlayFronts (March 2024), 86% of advertisers surveyed agree that it is of growing importance to their companies, and 40% plan to increase spend on games advertising in the coming year.
Increases in ad spend come on the heels of gaming’s growing importance and prevalence in the US. According to Entertainment Software America (ESA), there are 213 million gamers in the US, while eMarketer projects ad spend in games will surge from $8.53 billion in 2024 to $11.49 billion by 2027.
Game environments are essentially a dry run for the evolution of the internet
BRENT KONING, EVP AND GLOBAL GAMING LEAD @ DENTSU
any advertising should either be entertaining or useful. In a gaming environment, you can be both at the same time
JANE KINNAIRD, LEAD CREATIVE STRATEGIST @ META
Gaming has taken over the attention of consumers
Gen Z
reported playing games in the past 6 months (Newzoo)
Millenials
reported playing games in the past 6 months (Newzoo)
Gen X
reported playing games in the past 6 months (Newzoo)
Baby Boomers
reported playing games in the past 6 months (Newzoo)
AGENDA – SPEAKERS
Irini Sacha
