In-Game Advertising Grows Up

Trying to reach gamers has been on the radar of advertisers for many years, but it’s only been in recent times that their mindset about in-game advertising changed — from seeing it as an opportunity to put up a virtual billboard to an extension of their social media strategy. That shift in thinking, according to a story in Digiday, is helping in-game advertising grow into a serious channel for marketers.

Furthering that growth has been massive growth in audience due to COVID-19 shelter-in-place orders. “All the consumption of gaming during the lockdown has further legitimized it as a proper entertainment marketing vehicle,” said Misha Sher, Mediacom’s worldwide VP of sport and entertainment.

And according to PMG’s Abby Long, “It’s clear that gaming is the new frontier of social media, and this groundswell around gaming drives innovation across technology, advertising, and more, and brands are eager to be a part of that future.”

Read the full story here and learn what’s happening in the space that’s causing Twitch viewership to spike and about esports influencers establishing a presence on TikTok.