Gaming is the “social glue” of Gen Z, with 32% more likely than average players to log in just to hang out with friends. Yet, only 5% of media dollars flow into gaming. Why the disconnect? For years, advertisers saw gaming as a walled garden. But with new ad formats, targeting, and measurement tools, brands can now break through authentically. This session explores how communities power culture, why brands have historically struggled to connect, and how innovations are finally unlocking authentic engagement across the funnel.
Video games have emerged as a market with a larger global value than music and movies combined. Gaming’s reach includes more than 3 billion people globally, with younger generations leading the way.
In fact, EMARKETER predicts that more than half of all people in the US will be digital gamers in 2025, and dentsu describes gaming as the “social glue” for Gen Z, who is 32% more likely than the average player to play for the purpose of socializing with friends.
So why is only 5% of media investment going to gaming? Are advertisers backing away because they’re being viewed as outsiders trying to break into gaming’s walled garden, or have the right advertising platforms and rewards simply been missing to help them reach gamers authentically?
Video games have emerged as a market with a larger global value than music and movies combined. Gaming’s reach includes more than 3 billion people globally, with younger generations leading the way.
In fact, EMARKETER predicts that more than half of all people in the US will be digital gamers in 2025, and dentsu describes gaming as the “social glue” for Gen Z, who is 32% more likely than the average player to play for the purpose of socializing with friends.
So why is only 5% of media investment going to gaming? Are advertisers backing away because they’re being viewed as outsiders trying to break into gaming’s walled garden, or have the right advertising platforms and rewards simply been missing to help them reach gamers authentically?
Speakers
Key Takeaways
- The global gaming audience represents one of the largest untapped opportunities in advertising for most marketers, but brands that are leaning in are reaping the reward.
- Perceived interruption of the immersive, core gaming experience remains a challenge for advertisers entering the space.
- Formats like rewarded ads are gamifying the advertising experience and unlocking authentic engagement for brands.
- Improvements in targeting, measurement and brand safety are making rewarded advertising more accessible for advertisers to execute successful campaigns.
Presented by
