Brands’ Take on In-Game Advertising

Strategies and actions followed by brands in the gaming ad market.

Technology in Fashion

23 October, 2023

Table of contents

The younger generation is spending their time mostly in the gaming world. Over 3 billion people are active gamers worldwide. With that, the brands have an opportunity to access those users through in-game advertising. As gaming is becoming a mainstream leisure, the gaming ad market is set to touch $20,7 billion by 2032. The total number of video gamers is estimated to reach 3,3 billion by 2024, with 1,5 billion from Asia alone. It is also found that around 20% of gamers are under 18 in the US. This gives a narrowed window for the brands to target Gen Z consumers.

According to The Media Leader, gamers are spending on average twice the time they see on other channels, watching the in-game ads. The Drum estimated that over 93% of the US and UK marketers are in plans to fully utilise in-game ads by 2025. Some brands such as Gucci and Nike have already stepped into the gaming world. Let us have a look at the strategies they opted for with the gaming industry.