The Intrinsic In-Game Advertising Key Trends Report H1’25

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The Intrinsic In-Game Advertising Key Trends Report

THE INTRINSIC

IN-GAME

ADVERTISING
KEY

TRENDS REPORT
 

H1 2025
 

FULL YEAR 2024
 

The Intrinsic In-Game Advertising Key Trends Report

Methodology

Topline Insights

Platform Insights

Regional Insights

Game Genre Insights

IIGA Impact Trends

Contents
 

Key Takeaways

Introduction

The Intrinsic In-Game Advertising Key Trends Report

Navigating

the
New Era

of Gaming

and

Advertising
 

Intrinsic in-game advertising (IIGA) has rapidly evolved

into a measurable and impactful media channel,

enabling brands to reach audiences within premium

gaming environments, using familiar buying

approaches similar to TV, social media, and streaming.

But gaming isn’t just another channel—it requires

a deeper understanding of player behavior

and experiences.

In this ﬁrst edition of our
Intrinsic In-Game

Advertising Trends & Insights Report
, we examine

how player behaviors and advertiser strategies have

shifted, highlight key benchmarks across regions,

platforms, and game genres, and uncover

opportunities to help brands and game developers

better navigate gaming’s rapidly evolving landscape.

I hope these insights inspire and inform your approach

to this exciting new frontier.

Itamar Benedy

Co-Founder & CEO, Anzu

The Intrinsic In-Game Advertising Key Trends Report

Key

Takeaways
:

What
 

You Need

to Know
 

Q1 Presents A Massive Opportunity

For Fitness, Dating, And Travel Brands
 

The Why:

Advertisers in these verticals can reach their audience

efﬁciently when consumer interest is naturally high

and people are playing more.

The Opportunity:

Brands should leverage this

low-cost,

high-engagement period
for maximum impact.

PC & Console Offer Next Level

Engagement
 

The Why:

Big screen gaming offers an experience that rivals CTV

and liner TV, with huge engagement levels within

premium environments.

The Opportunity:
 

Advertisers should explore PC & console as a
premium

channel
before competition drives up CPMs.

The Intrinsic In-Game Advertising Key Trends Report

Key

Takeaways
:

What
 

You Need

to Know
 

Engagement In Sports And Racing

Games Peaks During Competitions
 

The Why:

High engagement with sports and racing games correlates

with seasons and competitions that happen in the real world.

The Opportunity:

Advertisers can extend their sponsorships to reach

more fans around these competitions, or run ads

to reach fans for a
fraction of the cost
of real

world sponsorships.

Intrinsic In-Game Ads Drive Full

Funnel Impaact
 

The Why:

Intrinsic in-game ads offer a highly viewable, immersive,

and non-disruptive experience, capturing attention

and driving bottom-line impact.

The Opportunity:
 

With a
20-point lift in ad recall, 8-point lift in purchase

intent, 21% lower CPA, and a 6% conversion rate

from impression to store visit, these ads drive real

business outcomes.

The Intrinsic In-Game Advertising Key Trends Report

Methodology & Data Sources
 

Session & Play Time Methodology
 
Third-Party Data
 
Internal Data
 

The Intrinsic In-Game Advertising Key Trends Report

Insights from trusted

measurement and research

partners. These sources cover

areas such as viewability,

brand lift, and attention

measurement.

Aggregated insights from

105 games and 333 direct

advertisers across Anzu’s

campaigns, providing

a robust view of in-game

ad performance.

Our session and play time data is measured on a per user, per game,

per device basis. This means the numbers may appear lower, as we

can’t track the same user across multiple games or devices. However,

the data still provides a clear indication of overall engagement trends.

The Intrinsic In-Game Advertising Key Trends Report

Topline Insights
 

The Intrinsic In-Game Advertising Key Trends Report

While
play time and session volumes peak slightly in Q4
, the data

conﬁrms that
gaming remains a year-round activity.
Unlike TV

and social media, which see engagement dips during the summer, gaming

stays
remarkably consistent.

Though session lengths are slightly shorter in spring and summer as

consumers game on-the-go,
overall session volumes remain steady

and even increase in Q3 compared to Q1.

Player Engagement:
What Happened in 2024?
 

|
Source:
Anzu Internal Data, 2024

What’s The Opportunity?

This continuous engagement presents

a unique opportunity for advertisers to

maintain visibility year round unlike

other media such as TV, which see

declines in warmer months.

Play Time Per User Per Game (mins)
 
Average Cross Platform

Session Length (mins)
 

4.5

4.3

4.1

4.4

Quarterly Sessions Per User

Per Game
 

4.6

4.8

4.9

20.8

19.7

19.8

21.6

The Intrinsic In-Game Advertising Key Trends Report

Jul

CPM (cost per thousand impressions) is a common metric used to measure and price digital ads

and indicates peaks in advertiser demand and dips in inventory supply.

The
CPM dip in Q1
presents a prime

opportunity for brands in
travel, ﬁtness,

and wellbeing
industries where sales peak

during this time. Lower ad costs and higher

gamer engagement mean
greater reach

and efﬁciency
for campaigns when

consumers are in-market.

Similarly, during the
summer months
,

advertisers tend to
scale back media spend

across traditional channels like TV, yet

gaming engagement during this period

remains strong
.

CPM Trends:
What Happened in 2024?
 

|
Source:
Anzu Internal Data, 2024

What’s The Opportunity?

As players continue to stay active while

shifting away from other media channels,

brands have a
cost-effective opportunity

to connect with them when competition

is lower.

CPM compared to average
 

Jan

Mar

Feb

Apr

Jun

May

Sep

Aug

Oct

Dec

Nov

60%

40%

20%

-20%

-40%

-60%

The Intrinsic In-Game Advertising Key Trends Report

Platform Insights
 

The Intrinsic In-Game Advertising Key Trends Report

Advertiser
Trends Differ
Across Mobile Platforms
 

While
advertiser demand is fairly balanced between iOS and

Android in H1
, a clear shift occurs from Q3 onwards, driven by two

key factors.

|
Source:
Anzu Internal Data, 2024

1
Retail & eCommerce

advertisers prioritize iOS

users
due to their higher

spending power during

the holiday shopping rush.

2
APAC, a more Android-heavy

market, sees signiﬁcantly lower

CPMs in Q4
, making it a less

competitive region for advertisers

during this period and ﬂattening

the Q4 spike on Android.

What’s The Opportunity?

For advertisers, this presents
a huge

opportunity to reach Android

players at a lower cost
in

the holiday lead-up, capitalizing

on reduced competition and more

efﬁcient media spend.

Android vs. iOS CPM Compared to Mobile Average
 

100%

50%

-50%

Android

iOS

The Intrinsic In-Game Advertising Key Trends Report

What’s The Opportunity?

If you can reach your audience at scale

on PC and console devices, it’s worth

adding to your media mix due to

CTV-like impact and high engagement.

However, mix mobile in to add scale

and audience diversity.

Big Screen Gaming:
A High Engagement Opportunity
 

PC and console players are
the most immersed and engaged
, far

exceeding mobile players in session length, total play time, and

sessions per user. However, today,
mobile offers 25x the scale of

impressions and a more diverse audience
with 37% female players

vs. 20% on PC and console. There are two major reasons for this:

|
Source:
Anzu Internal Data, 2024

More consumers have

smartphones
compared to

gaming consoles or PCs.

PC & console developers are

adopting intrinsic ads more

cautiously
compared to mobile.

Player Engagement Across Platforms
 
Average Session Length
 

(mins)
 

Mobile

PC & Console

Quarterly Play Time

Per User Per
 

Game (mins)
 

Quarterly Sessions Per

User Per Game
 

20.2

4.3

4.7

7.1

107

The Intrinsic In-Game Advertising Key Trends Report

Regional Insights
 

The Intrinsic In-Game Advertising Key Trends Report

“
 

What’s The Opportunity?

There’s a cost-effective opportunity to

leverage intrinsic in-game advertising

to reach similarly engaged audiences

in rapidly growing gaming markets

such as APAC and LATAM, at a fraction

of the cost.

Across games in Anzu’s portfolio, players from

North America and Europe
demonstrate the

highest engagement levels
, including
longer

session lengths
,
higher session frequencies
,

and
increased total playtime
, resulting in

notably high CPMs in these regions.

Given that Anzu predominantly serves US

and European advertisers and APAC is largely

focused on Australia, there may be a sampling

bias in player engagement and CPMs.

NA & EUR
Dominate Engagement and CPMs
 

|
Source:
Anzu Internal Data, 2024

EUR

APAC

LATAM

6.45

6.35

5.37

5.42

Quarterly Sessions Per User

Per Game
 

EUR

APAC

4.99

4.59

3.97

3.59

LATAM

Average Session Length (Mins)
 
CPM Indexed to North America CPM
 
NA

EUR

APAC

LATAM

100%

66.98%

26.42%

15.09%

Markets like North America

and Europe have already

shown how impactful

intrinsic in-game advertising

can be when done right.
 

But what’s really exciting is

the opportunity in emerging

regions where brands can

still tap into massive growth,

cost-effectively, and make

a real impact from

the ground up.
”
 

Magali Huot
 

SVP Global

Gaming Strategy
 

The Intrinsic In-Game Advertising Key Trends Report

Play Time Per User Per Game (Mins)
 
What’s The Opportunity?

Capitalizing on this period allows

advertisers to
maximize ROI while

beneﬁting from reduced competition
.

During Q1 in North America
CPMs hit their lowest levels of the year
, despite player

engagement remaining higher than in Q2 and Q3.

This creates an ideal moment for brands in
ﬁtness, wellness, travel, and dating
to reach

engaged audiences at a
lower cost
, aligning with seasonal consumer behaviors and New

Year-driven trends.

Q1 In
North America
: The Hidden
 

Opportunity for Advertisers
 

|
Source:
Anzu Internal Data, 2024

31.4

29.9

30.6

36.6

% CPM Change vs North America Average
 
Q1

-25.5%

-8.5%

-9.4%

45.3%

50%

25%

-25%

-50%

The Intrinsic In-Game Advertising Key Trends Report

Play Time Per User Per Game (Mins)
 
What’s The Opportunity?

With major seasonal events like back-to-school and

Halloween, brands can effectively
connect with highly

engaged audiences while beneﬁting from reduced

competition.

30.7

28.5

27.4

29.6

% CPM Change vs. European Average
 
Q1

-14.0%

9.9%

-21.1%

22.5%

30%

15%

-15%

-30%

Q1 & Q3: Low CPM, High
 

Engagement Opportunities
 

Across
Europe
 

|
Source:
Anzu Internal Data, 2024

Just like in North America, Q1 gives advertisers the chance to
reach engaged players at

low

CPMs
. However, Q3 stands out in Europe, offering another
cost-effective window
for advertisers.

There is also a more deﬁned CPM peak in Spring as the Easter Holidays are an important sales

period for many advertisers in Europe and players are also more engaged than in other regions

during this period due to longer holidays, particularly with on-the-go mobile sessions.

The Intrinsic In-Game Advertising Key Trends Report

Play Time Per User Per Game (Mins)
 
What’s The

Opportunity?

Q1 offers a prime opportunity

for advertisers where high

player engagement meets the

lowest CPMs of the year.

19.6

18.9

20.1

% CPM Change vs LATAM Average
 
Q1

60%

30%

-30%

-60%

An Always On Opportunity
 

for Advertisers in
LATAM
 

|
Source:
Anzu Internal Data, 2024

Within LATAM, while
demand spikes around Easter and the holiday season
, gaming remains

a
year-round channel,
allowing brands to reach audiences even when they’re disengaged from

other entertainment platforms.

-37.5%

6.3%

56.3%

The Intrinsic In-Game Advertising Key Trends Report

Play Time Per User Per Game (Mins)
 
What’s The

Opportunity?
 

Outside of these peak periods,

CPMs remain low while

playtime stays high
, offering

advertisers
cost-effective

opportunities
to engage

players year-round.

22.1

20.4

21.7

20.9

% CPM Change vs. APAC Average
 
Q1

100%

50%

-50%

-100%

APAC follows a unique seasonal pattern, distinct from other regions.
Advertiser demand peaks
in

Q2
, when playtime dips during the warmer months, while key sales events like Golden Week in

Japan and Ramadan leading up to Eid drive
higher consumer spending
.

-35.7%

92.9%

17.9%

-10.7%

APAC
: Unique Seasonal Trends

and Year-Round Opportunities
 

|
Source:
Anzu Internal Data, 2024

The Intrinsic In-Game Advertising Key Trends Report

Game Genre Insights
 

The Intrinsic In-Game Advertising Key Trends Report

Sports games dominate when it comes to engagement, with
players

spending more time per session and returning more often
, driving

CPMs higher than any other genre.

High Engagement,

Lower Costs:

The Hidden Opportunity

Beyond Sports
 

|
Source:
Anzu Internal Data, 2024

CPM Indexed to Sports CPM
 
What’s The Opportunity?

For advertisers seeking highly engaged audiences

without the premium price tag
, genres like racing,

simulation, and action offer the perfect sweet spot:

high playtime at lower CPMs
, unlocking cost-effective

opportunities to connect with players.

Quarterly Sessions Per User Per Game (Mins)
 

Sports

Racing

Simulation

Action

Casual

Music

Puzzle

Arcade

11.6

5.4

5.5

4.3

4.8

3.7

3.6

4.5

Sports

Racing

Simulation

Action

Casual

Music

Puzzle

Arcade

100%

46.9%

49.2%

40.8%

46.2%

39.2%

30.8%

43.1%

Average Session Length (Mins)
 

Sports

Racing

Simulation

6.1

5.8

Action

Casual

Music

Puzzle

Arcade

4.7

3.7

1.5

0.9

1.5

The Intrinsic In-Game Advertising Key Trends Report

Aligning
Ad Formats
With Player Behaviour
 

|
Source:
Anzu Internal Data, 2024

How players experience intrinsic in-game ads can

vary by game genre. In fast-paced environments

like racing and sports, where players are

constantly on the move,
ads need to make

an impact quickly
, making display a strong

choice for certain campaigns.

Meanwhile, in slower-paced genres like

simulation, arcade, and puzzle, players often have

more time to engage with longer-form

messaging
, creating opportunities for video ads.

While genre inﬂuences how ads are experienced,

the most effective format ultimately depends on

the
creative
,
messaging
, and
target audience
.

Understanding these nuances helps advertisers

make more informed decisions about how to

connect with players in a way that feels natural

and
enhances the gaming experience
.

Display vs. Video Impression Ratio by Genre
 

Sports

Racing

Simulation

Action

Casual

Music

Puzzle

Arcade

100%

50%

25%

75%

Video

Impressions

Display

Impressions

The Intrinsic In-Game Advertising Key Trends Report

With major game releases and more time to play

during the holidays,
player engagement surges in

Q3 and Q4,
especially in sports titles from soccer

and American football, which follow annual release

cycles that land in Q3.

At the same time, ecommerce and retail

advertisers ramp up spending in Q4, seeking

premium sports environments during peak sales

periods. As a result,
CPMs in the sports genre rise

in line with player engagement,
reﬂecting

heightened demand from both players and
brands.

Game On: Why
Sports
Titles Dominate During Q4
 

|
Source:
Anzu Internal Data, 2024

Play Time Per User Per
 

Game (Mins)
 

56.4

59.2

69.6

109.2

% CPM Change vs. Sports Average
 
Q1

200%

100%

-100%

-200%

-38.5%

-12.3%

10%

77.7%

What’s The Opportunity?

Q4 presents a
prime moment to connect

with engaged players in sports games
,

aligning with both increased playtime

and heightened consumer spending.

The Intrinsic In-Game Advertising Key Trends Report

Game On: Why
Sports
Titles
 

Dominate During Q4
 

Sports games are a natural ﬁt for

in-game advertising, as real-life sporting

events also frequently feature ad

placements around the ﬁeld.
 

This makes the ads feel organic and

ensures they don’t disrupt the player’s

experience.
”
 

“
 

Mini Football

Miniclip

Marcel Strijk

Marketeer
 

The Intrinsic In-Game Advertising Key Trends Report

Play Time Per User Per Game (Mins)
 
29.4

36.3

28.4

33.7

% CPM Change vs. Racing Average
 
Q1

200%

100%

-100%

-200%

14.8%

68.9%

24.6%

-37.7%

Racing’s
Two Peaks: Aligning Ad

Strategies With Player Engagement
 

|
Source:
Anzu Internal Data, 2024

With major motor racing series like F1 and IndyCar

kicking off in late Q1, we see
a Q2 peak in player

engagement
as fans jump into games to emulate

their favorite drivers. As the seasons reach their

climax in Q4, and players have more time to game,

engagement spikes again.

Advertisers typically align in-game motor racing

sponsorships with the start of the real-world season,

driving CPMs higher in Q2.

What’s The Opportunity?

Player engagement surges during Q4 as

motor racing series reach their climax, but

CPMs remain surprisingly low, offering

brands
a cost-effective way to stay

connected with racing fans
in the lead-up

to the Holiday season.

The Intrinsic In-Game Advertising Key Trends Report

Racing’s
Two Peaks: Aligning Ad

Strategies With Player Engagement
 

“
 

One of the most exciting things about

racing games is how naturally they lend

themselves to brand integrations, from

trackside billboards to custom car

designs.
 

With clear peaks in player engagement

tied to real-world events, developers

have a unique opportunity to create

timely, immersive brand experiences that

feel authentic and add value for

players.”
 

Asphalt Legends Unite

Gameloft

George Iosif
 

ADS Monetization Manager
 

The Intrinsic In-Game Advertising Key Trends Report

Play Time Per User Per Game (Mins)
 
29.1

25.1

24.2

% CPM Change vs. Simulation Average
 
Q1

200%

100%

-100%

-200%

-27%

53%

-11%

-13%

Unlike Sports and Racing, Simulation games

see steadier player engagement, as they’re

less inﬂuenced by release cycles and

real-world events
.

The genre also
skews more female
, driving

strong advertiser demand from retail, ecommerce,

and fashion brands during peak Q4 sales periods,

even as player engagement dips.

What’s The Opportunity?

Women often play a key role in travel

and holiday planning, presenting
a unique

opportunity for travel brands in Q1
, when

player engagement spikes and their peak

sales period aligns.

Simulation:
A Steady Market
 

With Seasonal Ad Opportunities
 

|
Source:
Anzu Internal Data, 2024

The Intrinsic In-Game Advertising Key Trends Report

Play Time Per User Per Game (Mins)
 
14.8

14.9

15.3

19.1

% CPM Change vs. Action Average
 
Q1

200%

100%

-100%

-200%

-45%

157%

19%

Player engagement in Action games builds

steadily throughout the year,
peaking in Q3

and Q4
as the predominantly young male

audience spends more time gaming during

longer school holidays.

What’s The Opportunity?

Advertiser demand spikes in Q4 as

brands look to inﬂuence holiday gift

requests, making it
a key period
for

reaching this audience.

Reaching Young Male Gamers: Why
 

Q4 is the Prime Time for
Action
Games
 

|
Source:
Anzu Internal Data, 2024

The Intrinsic In-Game Advertising Key Trends Report

IIGA Impact Trends
 

The Intrinsic In-Game Advertising Key Trends Report

IIGA Impact Trends
 

The Intrinsic In-Game Advertising Key Trends Report

Lumen Quote
”
 
What’s The Opportunity?

Viewability stays high across all screens letting

advertisers reach engaged audiences wherever

they are, whether commuting, at work, or at

home.
In-game ads cut through the noise and

capture attention during focused moments.

Intrinsic in-game ads
consistently deliver

exceptionally high viewability scores
. Because

these ads are seamlessly integrated into

the gameplay, players remain focused

and undistracted.

This native placement makes the ads feel like

a natural part of the experience,
capturing attention

and driving strong viewability
. The result is

powerful brand impact, especially when placements

are aligned with your campaign goals across

the marketing funnel.

Viewability
Trends
 

|
Source:
IAS Anzu Data, 2024

“
 

IAS overall viewability benchmark (76.1%)

Viewability Percentage Across Gaming Platforms
 
Mobile
 

Display

Video

PC
 
Console
 
93.4%

99.8%

99.1%

99.9%

98.7%

83.3%

Gaming, as an emerging

media channel, is

compelling for advertisers

and agencies who are

looking to reach highly

engaged audiences.
 

By partnering with Anzu, IAS

has been delivering in-game

measurement and

transparency within gaming

environments, giving

advertisers the actionable

data they need to easily

manage their digital

campaigns.
”
 

Jim Egan
 

Senior Vice President of

Business Development
 

The Intrinsic In-Game Advertising Key Trends Report

“
 

These results make one thing

clear: the level of attention

in-game advertising

commands is unrivalled in the

digital space. And without

attention, there can be no

impact.
 

Measuring and comparing

attention across channels,

and linking it to campaign

outcomes, enables brands to

make smarter, data-led

decisions about their media

spend.
 

In today’s landscape, that’s

never been more important.”
 

Mike Follett
 

CEO
 

What’s The Opportunity?

In-game ads aren’t skipped or scrolled past,

they’re seen and remembered
offering

advertisers a powerful way to drive

impact in a clutter-free,

high-engagement environment.

Attention
Trends
 

|
Source:
Internal Anzu/Lumen Data, 2024

Attentive Seconds Per Thousand Impressions vs. Lumen

Benchmarks
 

Gaming might seem fast-paced, but intrinsic

in-game ads behave like
slow media
—they stay on

screen longer and are placed close to the action,

making them
hard to ignore
.

Players are also highly engaged when playing, which

means they
naturally notice the ads
. This results in

much stronger attention levels
than most other

digital formats.

Anzu Average

Billboard 970×250

Facebook Infeed

Wide Skyscraper 160×600

DMPU 300×600

Skyscraper 120×600

Leaderboard 728×90

Mobile Banner Large 320X90

MPU 300×250

Mobile Banner Small 320×50

2957

1924

1106

1035

758

571

460

441

409

The Intrinsic In-Game Advertising Key Trends Report

Brand Lift

Benchmarks
 

|
Source:
Anzu Internal Brand Lift Database

These brand lift benchmarks

demonstrate
how intrinsic

in-game advertising

inﬂuences brand perception

and purchase intent,
helping

advertisers understand

potential outcomes.

Unaided Brand

Awareness

Recommendation

Intent

Aided Brand

Awareness

Advertising

Recall

Brand

Favorability

Purchase

Intent

Percentage of the exposed audience that

mentions the brand
without any prompting.

Percentage of the exposed audience

that indicates they would

recommend the brand to others.

Percentage of the exposed audience that

recognizes the brand
when presented with

a list of options.

Percentage of the exposed audience that

remembers seeing advertising from

the brand.

Percentage of the exposed audience that

expresses
positive or negative sentiment

toward the brand.

Percentage of the exposed audience that

indicates they are
likely to buy from

the brand in the future.

4
PT
 
3
PT
 
20
PT
 
9
PT
 
8
PT
 
4
PT
 

Gaming is one of the most

overlooked brand-building

channels today.
 

Anzu’s research, backed

by Comscore’s State of

Gaming 2024 report,

shows nearly two-thirds of

U.S. adults game across

platforms — and almost

75% say in-game ads

either improve or don’t

disrupt their experience.
 

That’s not just scale —

that’s a green light for

brand lift.”
 

“
 

Steve Bagdasarian
 

Comscore Chief

Commercial Ofﬁcer
 

The Intrinsic In-Game Advertising Key Trends Report

Brand Lift Impact by Gender
 
Advertising

Recall
 

Male

Female

Favorability
 
Purchase Intent
 
8%

19%

14%

10%

13%

Across the funnel, intrinsic in-game ads tend to

drive stronger results among males, except

when it comes to purchase intent, where

females show greater responsiveness and are

more likely to move towards a purchase
.

However, it’s important to highlight that
current

data is heavily skewed toward males, largely

because fewer campaigns speciﬁcally target

female audiences.

As more advertisers recognize gaming’s

potential to effectively reach female consumers,

we anticipate shifts in these trends and more

balanced insights
.

Brand Lift Study Strengths:
Male vs. Female
 

|
Source:
Anzu Internal Brand Lift Database

Unaided Brand

Awareness
 

Aided Brand

Awareness
 

13%

-2%

The Intrinsic In-Game Advertising Key Trends Report

Bottom-Funnel
Impact
 

|
Source:
Anzu Internal Internal Attribution Studies

View through

conversions
 

On average, our studies show

that intrinsic in-game ads
drive

conversions at 21% below

an advertiser’s CPA goals,

making them a cost-effective

performance channel.

21%
 

Below CPA Goals

Footfall

attribution
 

Across the studies we’ve

conducted, intrinsic in-game

ads achieved an
average

conversion rate of 6% from

impression to in-store visit.

Conversion Rate

“
 

As advertising measurement advances,

in-game advertising is proving its

impact at both the top and bottom of

the funnel.
 

With an average 20-point lift in ad

recall, conversions 21% below CPA

goals, and a 6% conversion rate from

impression to in-store visit, brands can

now track real business outcomes from

their in-game campaigns.
”
 

As a nascent channel, we don’t yet have a large enough sample size to provide deﬁnitive benchmarks for

bottom-of-funnel conversion metrics. However, based on the studies we’ve conducted, we can offer initial

guidance on the expected impact.

Paul Rossetti
 

CRO
 

The Intrinsic In-Game Advertising Key Trends Report

Closing Remarks
 

Closing Remarks & Thoughts From The Industry
 

The Intrinsic In-Game Advertising Key Trends Report

“
 
What now?
 

Advertisers
 

With this report shining

a light on key trends in

the intrinsic in-game

advertising space,
what

should advertisers be doing

now to fully capitalize on

the opportunity?

Explore Big Screen Gaming Opportunities

In-game advertising is no longer just about mobile devices. PC and console

offers huge impact and engagement alongside mobile’s scale and diverse

audience.
Advertiser’s should mix big screen into plans when they can to

reach their audience at scale, alongside mobile.

Adjust Media Buying To Gamer Behaviour

Traditional seasonal media buying habits from channels like TV and CTV don’t

ﬁt gaming behavior as player engagement remains steady throughout the

year.
Advertisers have an all year round media plan taking advantage of

different peaks in different genres.

Measure In-Game Alongside Other Media

Historically, premium gaming environments have offered limited measurement

capabilities. However, as technology has evolved, advertisers now have the tools

to measure in-game media just like any other channel,
enabling true

apples-to-apples comparisons across the media mix.

With the promise of AI ﬁnally coming to

fruition, we are in the midst of an

information revolution and our ability to

target audiences with data is

unprecedented.
 

Reach and scale have become table

stakes. What will set brands apart will

be their ability to connect with

audiences through storytelling, which is

central to gaming.
 

As programmatic technology improves

and more successful case studies

emerge, we’ll see increased adoption in

the coming years.
 

Now is the time to get a head-start on

your competitors. Now is the time to

invest in gaming
”
 

Zoe Soon
 

VP Experience Centre
 

The Intrinsic In-Game Advertising Key Trends Report

What now?
 
“
 

Now that we better

understand when and how

advertisers can most

effectively connect with

players,
what can game

developers do to maximise

revenue and keep their

worlds attractive to brands?

Game Developers
 

US & European Player Growth

Players in the US and Europe command the highest CPMs and are among the

most expensive audiences to acquire. However, any efforts to grow your player

base in these regions will
directly contribute to increased revenue from your

ad placements.

Optimize Your Q4 Player Base

Premium CPMs land in Q4, so game developers need to explore

opportunities like Thanksgiving and Holiday Season in-game events

to
boost player engagement during these periods to drive

outsized returns.

Tie In-Game To Real World Events

In genres like sports and racing advertisers are extending sponsorships

in-game around key season moments. Any in-game events connected to

these
sporting moments can boost player engagement and generate

outsized revenue returns.

Intrinsic in-game ads aren’t just a new

monetization stream—they’re a signal

that games have become a core media

format where culture, commerce, and

community intersect.
 

For game developers, the opportunity

goes well beyond selling ad space; it is

to design playable environments where

brand presence enhances the player

experience and builds new types of

audience relationships.
”

Joost van Dreunen
 

CEO
 

The Intrinsic In-Game Advertising Key Trends Report

anzu.io
|
marketing@anzu.io

GET STARTED TODAY!
 

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