Winning the In Game Advertising Opportunity

How brands can capitalize on the video game advertising boom

Gaming has surged in popularity in recent years. Between lockdown-induced behaviors, the rise of competitive esports, and the emergence of live streamers, gaming is now a thriving marketing medium for modern brands. However, like any new advertising medium, there are both opportunities and challenges for those considering gaming advertising spend.

Here, we introduce the unique opportunity that in-game advertising offers brands and agencies to reach new audiences and elevate campaign impact. This article expands on in-game advertising insights, offering a glimpse into consumer perspectives and behaviors related to this burgeoning medium. 

• Download the Report: 2025 In-Game Advertising Report

Level up with new audiences 

The democratization of gaming has been the biggest catalyst behind the industry’s evolution. From casual mobile gamers to dedicated console enthusiasts, gaming has permeated nearly every demographic. Traditionally, the world of gaming has been relegated to young males; now, people of all ages and backgrounds are embracing gaming, offering brands a wide canvas to paint their marketing strategies. 

Today, most consumers own or have access to a smartphone. The prolific nature of smartphones provides a cross-generational platform for consumers to engage with. Brands can’t ignore the vast opportunities available in mobile gaming advertising if they want their in-game advertising strategy to have an impact. Our newest 2025 in-game advertising report offers a deeper dive into the variety of players on the market, where they play, and how often. 

Gaming device usage

Leveraging gaming devices that define the experience 

Here, we see gaming isn’t tied to a single screen—it’s a multi-platform experience. From mobiles’ accessibility to consoles’ immersive environments and PC gaming’s competitive edge, each device serves a distinct role in players’ lives. Successful advertisers understand the nuances of these platforms, using data-driven insights to craft targeted campaigns that resonate with players.

By aligning strategies with platform-specific behaviors and measuring performance at every step, brands can turn engagement into tangible, measurable results—driving growth and maximizing ROI.

Brands must move beyond broad platform-based targeting and refine their strategies to match the in-game behaviors, social interactions, and monetization models unique to each ecosystem.

Console gamers often engage in longer, more immersive play sessions, making them receptive to deep storytelling and brand integrations.

Mobile players, on the other hand, are accustomed to shorter playtimes, rewarded ads, and microtransactions—offering advertisers an opportunity to provide value through in-game incentives.

PC gamers, driven by high-performance gameplay and community engagement, often engage with brands through influencer partnerships, esports sponsorships, and custom mod content.

By integrating robust ad measurement solutions that capture engagement across these varied touchpoints, advertisers can not only optimize media spend but also enhance the player experience—transforming in-game advertising from a simple impression generator into a driver of meaningful brand impact.

Experiment with new ad formats

Not only are there a variety of gaming platforms available to consumers, but there are also a diverse array of gaming advertising formats for brands to consider. Some of the in-game advertising formats available are:

• Rewarded, opt-in video ads
• Interactive playable ads 
• Banner ads
• Action in exchange for game rewards 
• Interstitials 
• Premium game versions that withhold ads

However, not all advertising formats are popular with gamers. Our 2025 in-game advertising report provides additional insights into the receptivity of gaming advertising and the preferred in-game ad formats by actual players. In our 2025 Consumer Trends report, we see similar consumer reactions to mobile game advertising. Targeting the right audience on the right gaming platform with the preferred ad format is crucial to winning players over to your brand. 

Metaverse gaming momentum

The metaverse offers immersive experiences for consumers and an ideal platform for contextualized brand interactions. It's quickly becoming a key marketing medium. With an assertive approach to metaverse gaming ads, there’s an opportunity for brands to increase their reach and engagement. Publishers that lean into immersive experiences with virtual reality technologies, and brands enhancing the customer experience through innovation, will come out on top.

A wealth of untapped potential for brands and advertising agencies 

By understanding the diverse gaming populations’ consumer behaviors and preferences, prioritizing the gaming experience, and embracing innovation, brands can unlock the full potential of in-game advertising and create lasting connections with gamers. Download our report to learn more about the key implications for brands ready to level up their in-game advertising efforts.