Marketers Guide to Video Game Advertising

The future of gamification and power of play with Zenga’s Marian Thomas

Gaming isn’t just entertainment—it’s an interactive world where brands can truly connect and embed themselves in players’ worlds. And it's influence spans almost all demographics and devices, from mobile to connected consoles, Gen Alpha to Boomers. While each interacts differently, DISQO’s 2025 In-Game Advertising report shows how distinct audiences engage with games and why this immersive space is a goldmine for advertisers. 

But unlocking value in gaming requires more than just placing ads. Advertisers need actionable strategies and insights on each audience, the types of ads that resonate, and how to measure success.  During DISQO’s Playing to Win with Cross-Media Plans and In-Game Advertising webinar with Ad Age, industry veteran Marian Thomas, Director of Partnerships, Research & Measurement at Zynga, shared strategies for making in-game advertising effective. In the following Q&A, we explore her insights, covering everything from audience data and creative best practices to measurement solutions that ensure campaigns drive real-world impact.

Q: What unique opportunities does mobile gaming offer advertisers?

While many advertisers already invest in mobile app advertising through CTV, social, and audio, mobile gaming is often an overlooked part of their strategy. Unlike social media, which encourages passive scrolling, or TV, which is typically background noise, mobile gaming is an active, high-attention environment. Players stay engaged, often interacting with their game even while listening to music or watching TV. 

As reported in DISQO’s In-Game Advertising report, over half of mobile gamers watch TV while playing, yet they remain immersed in their gaming experience. This makes mobile gaming a critical addition to the media mix, where ads can reinforce brand messaging, shift consumer perceptions, and drive meaningful actions—all within a space where engagement thrives.

Q: What are the biggest misconceptions brands might have about gaming audiences?

One of the biggest misconceptions about gamers is that they’re all Gen Z. While it’s true that Gen Z has the highest rate of digital game adoption and is the only generation that strongly identifies as "gamers," gaming spans far beyond this demographic. Millennials are, in fact, the most receptive to in-game advertising, making them a key audience for brands.

Then there’s Gen X, where 72% are playing games—primarily on mobile—even though they don’t call themselves gamers. The 50+ audience is also growing rapidly, with many engaging in casino and puzzle games that mimic real-world experiences. This shift has caused the average age of a gamer to increase by seven years to 36 years old.

The reality is, everyone is a mobile gamer in some capacity. Brands that still think of gaming as a niche, Gen Z-dominated space are missing the opportunity to connect with a diverse and engaged audience. Adding mobile gaming to your media mix means reaching consumers across all generations.

Q: How can advertisers create non-intrusive, engaging in-game ad experiences?

At Zynga, the player experience comes first, and that extends to advertising. To ensure ads feel seamless and engaging, Zynga created Studio E—an in-house team of seasoned game designers specializing in developing playable ads that resonate with mobile gamers.

For brands looking to access new audiences, Studio E combines creative expertise with deep knowledge of player preferences—from game design and mechanics to ad duration. These ads do more than just deliver strong results and awareness—they create an emotional connection between the brand and the consumer. By leveraging gamification, brands can integrate into the gaming experience in natural, engaging, and effective ways.

Q: How does contextual targeting impact engagement and advertising effectiveness in games?

Gaming isn’t one-size-fits-all—different audiences gravitate toward different types of games, and understanding these behaviors allows advertisers to deliver highly relevant, contextually targeted ads.

For example, brain and puzzle game players are often Gen X and Millennial females—primary household shoppers who are tech-savvy and engaged with streaming entertainment. On the other hand, hyper-casual gamers tend to be younger—Gen Z and Millennial consumers who are socially active and influential among their peers. Meanwhile, sports and racing game players are mostly Gen Z and Millennial males—competitive thrill-seekers with a strong passion for sports, gaming, and entertainment.

But contextual targeting goes beyond selecting the right game and app—it’s also about matching the ad creative to the player persona. A match-three game ad might resonate more with a mom playing puzzle games, while a shooter-style ad could be more effective for young male players in action-driven games. 

To ensure effectiveness, DISQO’s Brand Lift and Outcomes Lift measurement solutions help Zynga track targeting accuracy and creative performance across the full funnel—from brand awareness to real-world consumer actions. By leveraging both game selection and tailored creative, our advertisers can maximize engagement and impact in the gaming space. 

Q: What are the most important metrics for measuring in-game ad success? 

The key metrics for in-game ad success depend on the advertiser’s specific goals and KPIs. Engagement is a critical success factor because the more engaged a player is, the more likely they are to take action.

With DISQO’s ad measurement solutions, our advertisers can track effectiveness throughout the entire funnel—from awareness to purchase intent and real-world outcomes. One of the most valuable aspects of measurement is validation—are advertisers reaching their target audience? Are they attracting net new users? Many DISQO studies have proven that in-game ads help brands tap into new audiences, drive new user acquisition, and even steal market share from competitors.

Ultimately, success isn’t just about top-level KPIs—it’s about measuring real outcomes. By tracking brand lift, audience validation, and behavioral shifts, advertisers can gain a complete picture of in-game ad performance and prove ROI in meaningful ways. 

Q: How do you measure the effectiveness of in-game ads in driving real-world consumer actions?

In-game advertising is uniquely powerful because players are fully engaged—they’re not passively scrolling or tuning out content but actively interacting with their screens. Their hands and eyes are on their mobile screens, creating a unique two-way conversation that makes advertising more impactful.

With DISQO, we can pinpoint which ad units resonate most with consumers and track their effectiveness at every funnel stage aligned to advertiser KPIs.  For example, first-impression takeovers (FITO)—high-impact, full-screen placements—are designed for broad awareness. These are particularly effective for brands like movie studios that need mass reach, but their impact often extends beyond awareness, helping move consumers further down the funnel.

A great example of this is when an advertiser initially targets an 18-34 audience but expands their reach with a FITO placement. They may discover that not only did they increase awareness, but they also drove engagement and conversions across a wider audience. This type of insight allows marketing teams to refine their strategy mid-campaign and optimize for maximum impact.

Beyond engagement, DISQO tracks site visitation, search lift, and audience validation, ensuring brands see not just who they reached, but also how they influenced behavior. A balanced media mix—including videos, playables, and banners—helps move consumers from awareness to action and ensures brands get the most out of their in-game advertising investments.

Q: What value has DISQO's fully consented, identity-based approach to cross-platform measurement brought to the partnership with Zynga?

A lot. First and foremost, DISQO provides a privacy-compliant way to measure ad effectiveness, which is critical for ensuring consumer trust. Beyond that, DISQO serves as a one-stop shop for multiple types of measurement—brand lift, outcomes, and verification—all in one platform.

In the past, measuring the full-funnel impact of in-game advertising required working with multiple partners, making it difficult to track performance consistently. With DISQO, Zynga can dig deep into audience placements, optimize mid-campaign, and ensure ads are delivering against key KPIs. 

Another major advantage is verification—not only can Zynga confirm that gaming ads are driving net-new users, but they can also see if they’re stealing share from competitors. Having all of this in one platform makes measurement easier, more actionable, and ultimately more effective.

Q: How does DISQO's measurement platform augment your in-house resources or capabilities?

One of the biggest advantages of DISQO’s platform is real-time reporting and pulse checks. This allows us to take learnings mid-flight and make smart optimizations based on real-time data—something we wouldn’t be able to do without DISQO.

Another key benefit is that agencies are now starting to require DISQO in their RFPs. Many brands want DISQO included as part of their measurement strategy, which speaks to the credibility and value of the platform.

Beyond measurement, DISQO’s managed services help fill critical gaps for our team. Since we are a small team, there are times when multiple campaigns run simultaneously, and we need extra support. DISQO’s team can assist with analysis and help us stay ahead when we have a heavy workload.

The platform itself is also incredibly easy to use, which means everyone on our team—including account managers — has access to it. This allows for seamless collaboration and ensures that optimizations can happen quickly and efficiently.

When it comes to campaign optimization, DISQO has changed the game. In the past, we were limited to CTR, VCR, and viewability metrics. Now, we can optimize based on KPIs and targeting, making real-time adjustments that drive actual business outcomes.

For example, if we’re running a three-month campaign targeting females 25-54, and we see that performance isn’t where we want it to be, we can adjust targeting mid-campaign—shifting the apps we’re buying on or refining our targeting strategy. With DISQO, we immediately see the impact of those changes in the platform, helping us maximize the effectiveness of our campaigns in real time.

Q: What key success metrics should advertisers focus on when evaluating in-game ad effectiveness?

My most important metric is incrementality—are you driving net new users and validating your audience reach? Many advertisers still focus on traditional TV and digital, but they often overlook mobile gaming, despite mobile being the first screen for many consumers and a major driver of commerce.

Gaming offers a unique media environment—it’s not passive scrolling or background viewing. Players are fully engaged, even while multitasking, making it an ideal place for advertisers to reach consumers meaningfully.

To measure success, advertisers should go beyond basic outcomes and prove that their campaigns drive new audience reach, increase engagement, and tap into users they may not have considered before. Gaming isn’t just another digital channel—it’s an untapped opportunity to connect with consumers in an immersive, high-attention space.

Q: How should brands adjust their messaging and targeting strategies with gaming audiences expanding?

It’s not just about messaging—it’s about the entire experience, including the creative mechanics. If a brand is running a female-centric campaign targeting moms, they shouldn’t just rely on general messaging. Instead, they should use a playable ad that aligns with the types of games moms are already engaging with, such as a match-three format.

Customization is key. Every element of the experience—messaging, gameplay mechanics, and engagement strategy—should be tailored to the specific audience being targeted. That’s why it’s critical for brands to work with experts who understand how to create in-game advertising that feels natural and resonates with the right players.

At Zynga, our in-house studios focus on designing gameplay-driven ad experiences that integrate seamlessly into the gaming environment. By ensuring that creative aligns with audience behavior and preferences, brands can maximize engagement and drive real results.

Q: What’s one thing you wish more advertisers understood about in-game ad measurement before launching their campaigns?

Gamification works, and we have partners like DISQO to help prove it. In-game advertising isn’t just about placing an ad in a game—it’s about creating the right experience at the right time and ensuring it drives measurable outcomes.

For advertisers hesitant to invest in gaming, the data is there to back it up. If you’re willing to take the leap, we can help build the right creative strategy, integrate it seamlessly into gameplay, and track its effectiveness across the full funnel. With the right creative execution and measurement approach, brands can see a real impact from in-game advertising.

Want to dive deeper? Watch the full discussion to learn how to maximize the impact of your in-game advertising!