Gaming has a vast global audience, and is a key driver of culture. Yet in-game advertising spend remains stubbornly low.
In part, this is because gaming defies conventional definitions of a channel – rather, it represents a highly complex ecosystem spanning devices and platforms. Brands can reach gamers through more proven channels and via gaming creators, rather than having to test nascent in-game ad formats.
This report outlines key considerations for brands when exploring the gaming ad opportunity.
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