Attention isn’t given; it’s earned—especially with Gen Z. Growing up in an ad-saturated digital world, they've mastered the art of skipping, scrolling, and eliminating the noise. As digital natives, they expect value in the form of entertainment, education, or utility. If an ad doesn't deliver, they'll tune it out.
Nowhere is this more evident in the gaming world. It’s a social hub, status symbol, and extension of their identity. More than a pastime, it's a way of life, how they connect with friends, relax after school or work, and learn new things.
Yet despite the billions of hours Gen Z spends in digital gaming environments, brands continue to overlook what in-game advertising offers: deep, uninterrupted engagement where attention is earned, not forced. Something marketers have long struggled to achieve.
Unlike disruptive traditional ads, the best in-game placements feel organic, seamlessly integrating into the world players value. But the opportunity isn't without challenges. What makes an ad work in gaming? What games does Gen Z play, and why? Which ad formats drive real impact? And how do you measure success?
This guide expands on insights from DISQO’s In-Game Advertising report, unpacking the nuances of Gen Z's gaming behaviors and providing marketers with the strategies they need to capitalize on this immersive channel's growing importance.
2. Gen Z’s appetite for video game advertisements
3. Gaming as a multi-generational influence
4. How marketers can adapt and thrive with cross-platform strategies and full-funnel measurement
As the most engaged gaming generation in history, 52% of Gen Z report playing daily, and 27% said they play weekly with a preference for devices that reflect accessibility and immersion.
Mobile gaming is the most popular, offering convenience for players and an unparalleled reach for advertisers. Close behind, PC gaming and TV-connected consoles attract a tech-savvy, affluent Gen Z audience seeking high-quality graphics and competitive play.
Popular secondary devices like tablets and handheld consoles add flexibility and additional entry touchpoints for gamers. For brands, building a foundational knowledge of platform and device preferences is key to effectively capturing Gen Z at the point where they’re most active in their digital journeys.
Gen Z’s gaming interests are as diverse as the generation itself, with preferences ranging from casual escapism to high-stakes competition. Here’s how their favorite genres break down:
While games vary, the driving force behind Gen Z’s gaming habits is relevant engagement. They desire fun and cite that as the top reason they try new titles (46%), followed by monetary incentives (38%). But gaming isn't just entertainment, with 29% saying they play for social connection, with multiplayer and online features keeping them engaged.
Generally, male players gravitate toward competition (24%), while female players value cognitive benefits (32%). For brands, the key to effective in-game advertising beyond targeting the right device and game formats is seamless integration—ads that enhance the experience rather than disrupt it will resonate most.
Uniquely, Gen Z isn’t just tolerant of in-game advertising—they expect it. Unlike older generations, who often see ads as disruptions, Gen Z finds video game ads the least “annoying” of any demographic due to their often immersive nature.
More than that, they actively notice them—35% of Gen Z say they see in-game ads all the time, while 34% notice them most of the time. This high level of visibility signals a unique opportunity: for younger audiences, in-game ads are seen and experienced within a digital space they value and trust.
These ads don’t compete for attention like traditional digital ads; instead, they exist within a cultural and emotional ecosystem where players invest their time, identity, and social interactions.
But not just any ad will work—context matters. Most (65%) of Gen Z believe game ads should relate directly to what they’re playing, reinforcing the importance of native integration. Ads that feel organic—whether through branded skins, interactive content, or placements that mirror real-world advertising—drive a stronger connection.
Gen Z’s attitudes are more than just preferences; they are purchase motivators. Over half of Gen Z (53%) report purchasing something from an in-game ad, and 57% say they value brands more that advertise in games they like.
The brands winning the space aren’t just placing ads—they’re becoming part of the gaming experience.
Across the board, Gen Z favors Interactive playable and reward-based ads for their ability to improve and add to the gaming experience. Reiterating a more significant behavioral shift, younger players reward brands that contribute to their entertainment rather than disrupt it.
The result? A more authentic, reciprocal relationship between brands and consumers—one where advertising doesn’t feel like a forced message but a natural part of the digital world Gen Z already embraces.
Gaming isn’t just a Gen Z pastime—it’s a multi-generational experience that shapes purchasing decisions far beyond the screen. Gen X parents often play games with their Gen Z children or in social settings, creating a unique opportunity for brands to engage multiple generations simultaneously.
Whether through family-friendly simulation games, competitive sports titles, or collaborative gameplay, these shared gaming moments allow brands to insert themselves naturally into the emotional and cultural connections between generations.
A brand seen during a family gaming night isn’t just part of the game—it’s part of a shared memory, elevating its influence across age groups.
This multi-generational reach is evident across verticals. Games like Forza Horizon or Gran Turismo for automotive brands offer highly interactive opportunities, such as virtual test drives, customization features, or even “design-your-own-car” challenges.
These immersive experiences allow Gen Z players to engage with car models they may dream of owning while capturing the attention of Gen X and Boomer parents, who are household decision-makers. This dynamic simultaneously positions automotive brands to influence future car buyers (Gen Z) and current buyers (Gen X and Boomers), fostering short-term sales and long-term loyalty.
The same applies to the potential for simulation games and across other industries. In a home design game, furniture and home improvement brands could offer virtual products that players can customize and incorporate into their virtual spaces. A Gen Z player designing a dream home could see branded kitchen appliances or furniture they aspire to buy as they age into homeownership. Older generation parents playing alongside might see products that resonate with their current purchasing needs.
Similarly, in sports games like PGA Tour Golf, apparel and athletic equipment brands, or even luxury watch companies can showcase products in a way that appeals to both younger players looking for aspiration and older players who may already be in the market.
For brands, the opportunity to meet players in aspirational spaces and align messaging with shared family experiences and individual goals is invaluable.
Gaming isn’t just about entertainment; it’s a powerful vehicle for early engagement, brand-building, and cultural relevance. Those who integrate authentically into these gaming environments today will be the ones that players—and their families—remember when it’s time to buy.
Download the full report for insights
Advertising in gaming is only as effective as the strategy behind it. Gen Z’s digital-first nature means they move fluidly between platforms—playing games, scrolling social media, and streaming content—often within the same session.
To truly understand and optimize ad performance, marketers need a cross-platform approach that doesn’t just track engagement in one silo, but measures impact across platforms holistically.
This is where cross-platform diversification and full-funnel measurement provide indispensable value, giving brands the clarity to compare effectiveness, shift budgets in real time, and mitigate risks associated with over-reliance on a single channel.
Relying on a single channel for engagement—whether gaming, social media, or connected TV—is a risk. Platforms change, algorithms shift, and what works today may not work tomorrow.
A cross-platform strategy ensures that brands reach Gen Z where they game and consume content, interact socially, and make purchasing decisions. Measuring performance across platforms gives advertisers a unified, apples-to-apples comparison of how effectively their ads work in different environments.
This helps brands:
DISQO enables brands to break through these silos with identity-based measurement, offering a clear view of Brand Lift and Outcomes Lift across platforms, including notoriously opaque social channels. With this data, marketers can confidently invest in the platforms that deliver measurable, bottom-line impact.
Similarly, Gen Z’s path to purchase isn’t linear. A player may see an in-game ad, engage with the brand on social media, research it via search, and convert later through an e-commerce platform.
Traditional, top-funnel metrics like impressions only tell part of the story—brands need to see how awareness translates into engagement, consideration, and, ultimately, action. Without full-funnel measurement, brands risk missing key moments of influence.
A complete view of the consumer journey helps:
With DISQO, marketers can track ad effectiveness across the entire funnel—from initial brand awareness to real-world consumer actions like search and site visitation. This enables brands to move beyond vanity metrics and see how their gaming investments influence brand perception and measurable business outcomes.
Video game advertising presents a transformative opportunity for advertisers to influence a deeply engaged Gen Z audience in an immersive, high-attention digital environment they value.
However, successfully marketing Gen Z in the space requires more than presence—it demands strategy. To balance ad relevance with gameplay enjoyment, integrate campaigns across platforms and measure ad performance effectively.
Brands that fail to respect this nuanced engagement of gamers risk being ignored—or worse, resented. That’s where identity-based measurement comes in.
DISQO enables brands to break through platform silos, providing a unified view of ad effectiveness across gaming, social media, and CTV. With always-on brand and behavioral tracking, advertisers can pivot in real-time, adapting to shifts in consumer sentiment, platform policies, and emerging opportunities.
By diversifying measurement across platforms and capturing the entire customer journey, brands can optimize their media spend, mitigate risks, and maximize ad impact in a way traditional advertising struggles to achieve.
Curious about how to build and optimize your in-game advertising strategy? Download DISQO's 2025 In-Game Advertising report for a comprehensive breakdown of the trends, strategies, and best practices to elevate your gaming campaigns.