In-game advertising is advertising in electronic games. IGA differs from advergames, which refers to games specifically made to advertise a product.

MarTech contributor Chris Wood has published an article elaborating how marketers are preparing for the future of in-game ads.

He says, “As the IAB rolls out new ad standards for gaming, marketers at brands and agencies are preparing for the future of in-game ads. That’s because more consumers than ever identify as gamers (up to three billion globally), and with new technology and gaming experiences, they’re more reachable by brands.

One sign of how the landscape is changing, adtech companies like Anzu are partnering with publishers to provide dynamic ad placements in-game. This allows brands who don’t have a comprehensive gaming strategy to test and learn, and also to incorporate gaming into a broader omnichannel media strategy.

But the sheer size of the gaming audience — over 200 million gamers in the US alone — means marketers who get more involved can produce greater returns by tapping into this engaged population.

Lead with brand strategy. Partnerships between game publishers and adtech companies are making it easier for brands to find their audiences in-game. Brands don’t have to speculate as much about if their customers are playing specific games. And if a brand’s customers are already playing the game, marketers should dive in, too.”

How marketers are preparing for the future of in-game ads


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