gaming

Gaming advertising represents a still untapped opportunity for marketers facing television supply constraints as streaming migration reduces ad inventory while offering the scale, engagement, and demographics that traditional channels struggle to deliver. “Gaming provides an opportunity for conversion in a way that could deliver lessons to the rest of Madison Avenue,” Terry Kawaja, founder and […]

Gaming continues to be underrepresented in media investment despite offering measurable engagement opportunities and value exchange capabilities that other channels cannot match, largely due to marketer unfamiliarity with the environment. “I think gaming could be classified as a sleeper channel or a channel that’s underrepresented in terms of where media investment goes, I think largely […]

Gamers are typically categorized as either “mobile players” or “console players.” But that no longer reflects reality, said Claire Nance, Head of Gaming Business Success Strategy at Activision Blizzard Media. Nance wants brands to be aware that bifurcating players in opposing buckets has significant implications for how they should approach the gaming audience. “Today’s gaming audiences […]

For many advertising and media industry veterans, gaming still feels new, despite its steady rise over the last two decades. In part, that’s due to the vast differences between it and more traditional media. But as Samantha Lim, SVP, Gaming Strategy & Innovation, Publicis Media, says homing in on the values that gaming offers to […]

The good news for advertisers is that gaming is where engaged consumers are. Advertisers must take note that generational shifts and technological advancements have transformed gaming from a niche hobby into a mainstream cultural force. “You increasingly have generations of individuals that grew up gaming. So as they grow into adults, they, too, are carrying those habits […]

Rooster Teeth was supposed to own the YouTube ecosystem for gaming. Then the company was poised to build out an independent, viable subscription video service. Then the company was supposed to help AT&T learn gaming and Gen Z. Today, Rooster Teeth has evolved – or pivoted – to become a fan community for fans of […]

Dario Raciti has been working on bringing more brands to video games for over a decade. He’s finally given up. Ok, not really. But Raciti, Managing Director of OMG’s Zero Code, said more recently that he’s been trying to steer more clients toward the massive viewership emanating from people watching other people playing games –  […]

Last year, the in-game ad tech company Anzu helped American Eagle launch a virtual store in Roblox. The Israeli-startup also announced a partnership with NBCUniversal. The message seemed clear – Anzu and in-game advertising gaming was ready to go big. But not every brand is ready to, or needs to, build out their own custom […]

As gaming becomes more of a prominent ad vehicle, the list of examples of brands going big continues to grow. A retailer may build a virtual store in Roblox. Another might launch its own playspace in Fortnite, or even create a sports game timed for March Madness or the Super Bowl. These kinds of campaigns […]

What happens to your media expectations when you are used to being in control, and fully immersed? How does this change they way you expect to engage with advertising? These are some of the big questions marketers should be pondering, according to Sarah Stringer, EVP, Head of U.S. Media Partnerships, dentsu. While the metaverse may not […]

“Where do I start?” “How do I enter in a way that’s authentic?” These are the kinds of questions Samantha Lim, Publicis’ SVP, Gaming Strategy and Innovation gets from marketers all the time. Brands are asking about how best to advertise in the vast gaming universe – but the questions and general uncertainty echoes that found […]

If there’s an easy entry point for marketers to crack gaming, it’s usually through mobile games. But that often comes with a tradeoff in quality – or it least has historically. Mobile games lend themselves to ads, which gamers are used to. But the big splashy opportunities in high end console titles – think mega […]

We’ve known for some time that the video games industry is bigger than Hollywood. But the growth of mobile gaming is underlining that position. “The phone is your primary device,” says business development mobile ad tech provider AdColony‘s VP Matt Barash. “Maybe gaming is the new cinema. It’s where people spend a lot of time. “Recently, we had the Super Bowl […]