According to the report, enthusiasm for in-game advertising peaked during the pandemic, but has since waned
Despite its massive global audience and profound cultural impact, in-game advertising remains a significantly underutilized opportunity for brands, according to WARC Media’s latest Global Ad Trends report, ‘Gaming: Advertising’s untapped opportunity’.
“Gaming has long been hailed as a vital emerging opportunity for brands, particularly those seeking to connect with younger audiences,” notes Alex Brownsell, head of WARC Media. “However, the complex ecosystem of devices and platforms has hindered in-game advertising’s growth. While this landscape is evolving, more evidence is needed to fully establish gaming as a robust advertising medium.”
Some of the key findings from the report include:
“While challenges remain, the gaming industry is making strides to become a more attractive advertising channel,” adds Brownsell. “As publishers enhance their ad capabilities and marketers gain a deeper understanding of the gaming ecosystem, we expect to see a surge in in-game ad spend.”
