How in-game advertising is reshaping measurement
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 features insights from 300 US consumers and the expert opinions of Kathryn Failon, Senior Director of Data & Measurement at Cint, and Elissa Trottman, Cint’s Team Lead, DSM Project Success, to explore just how important video games are to cross-platform measurement in 2025 and beyond.
