Categories
Introduction
What was once a niche hobby is now seriously big business.
It may have taken around half a century to get there, but the video game industry has positioned itself as the biggest money maker in entertainment, with global gaming revenue towering over box office takings for films.
The seemingly unstoppable rise of video games is also garnering increasing attention from brands and marketers seeking to reach audiences in immersive, interactive environments.
Despite the potential huge audience share, a 2024 report found that only 5% of ad spend is currently funneled toward video games.
Our latest report — Game on: Tracking the value of in-game advertising — explores the rise of In-Game Advertising (IGA), how to successfully measure the value of in-game ad opportunities, and why they can form an increasingly valuable part of your cross-platform campaign planning.
Gauging gamer response
In addition to the expert insights provided by Kathryn Failon and Elissa Trotman, we also used Cint Snap to survey around 300 US consumers, looking to understand how regularly they play games, and what they make of in-game advertising from a player perspective.
Want to know how consumers feel about being advertised to while they’re exploring virtual worlds? You’ll have to read the report to find out more.
Download the report
Want to know more about how best to add a gaming component to your campaign mix? Head here to download the report in full.
