Anzu.io’s Post

🎮 There’s never been a better time for brands to explore the in-game advertising (IGA) opportunity! Sharing his thoughts in Advertising Week, InfoSum’s SVP, Marketing & Communications, Ben Cicchetti, explains why brands should have IGA firmly on their radars for 2025.

I had the privilege of contributing to Advertising Week’s expert predictions for 2025, sharing my thoughts on the untapped potential of in-game advertising (IGA). Billions of people worldwide are gaming daily, yet IGA remains an under-utilized channel despite its growing investments. Gaming platforms hold a treasure trove of first-party data that can drive direct advertising opportunities, inform broader campaign strategies, and create immersive experiences through virtual billboards, customizable avatars, and incentivized side quests. The potential for brands to seamlessly integrate into gaming environments has never been greater. Thank you to Advertising Week for including my perspective alongside insights from industry leaders: Emma Newman at PubMatic, 🚀 Sebastian Yoffe at Lotame, Nick Hinsley at Zitcha, Lucie Laurendon at Equativ , Andrew Mole at pubX, Sergii Denysenko at MGID, Jason Warner at SBS, Helen Southgate at Acceleration Partners, Marcus Cooper at Making Science, Nick Morgan at Vudoo, and Stefanie Briec at FreeWheel. Check out the full article for all the predictions here: https://hubs.la/Q02_zdWP0 What’s your take on IGA’s potential in 2025? I’d love to hear your thoughts! InfoSum #Gaming #InGameAdvertising #DigitalAdvertising #2025Predictions #AdvertisingWeek

With over 3 billion players globally, gaming has become one of the most diverse, cross-generational, and interactive communities. Today, gamers come from all walks of life, whether they’re a Peach, a Mario, a Yoshi, or a Bowser. And from an advertising perspective, this is an incredible opportunity that’s only beginning to be tapped. Gaming audiences stand out because they’re: 🎮 Highly Engaged: Gamers spend an average of 8.5 billion hours watching gaming livestreams every quarter, and 84% of internet users aged 16-64 play games on some device. 📲 Cross-Platform: Around two-thirds of gamers frequently switch between gaming and entertainment content within the same hour, making cross-platform engagement natural. 🌎 Diverse: The average age of a gamer is now 37 years, and 84% of gamers represent all age groups and demographics globally. Today, gamers include everyone from Gen Z to Gen X and beyond. It’s no wonder brands are starting to shift ad budgets toward gaming. The potential for deeply targeted, immersive, and contextually relevant ads is massive—and for companies that prioritize privacy-first data collaboration, the opportunities are even greater. Stats sourced from the dentsu Gaming Report 2024 (brent koning) #Gaming #DigitalAdvertising #DataCollaboration #InGameAds #PrivacyFirst InfoSum

🎮 Unlocking the Power of Games in Consumer Purchase Journey🛍️ From introducing new brands to inspiring purchases and fostering brand loyalty, mobile gaming advertising consistently outperforms other media channels. Here's how: 🔍 Awareness: Games captivate general and hard-to-reach audiences, driving brand discovery and recognition. 💡 Research & Consideration: Interactive and engaging ads inspire product consideration and exploration. 🛒 Purchase: From click-through rates to conversions, mobile gaming advertising fuels sales and conversions. 🔄 Loyalty & Advocacy: Building brand loyalty and advocacy, games create long-term relationships with consumers. Mobile gaming advertising isn't just about entertainment—it's a strategic tool shaping consumer behavior at every stage of the purchase journey. Let's connect! https://admazing.co/#cta #MobileGaming #DigitalMedia #DigitalAdvertising #Admazing #MediaStrategy

There are 3.4 billion gamers globally 🌎 Going to Advertising Week New York? Make sure to catch our Gaming and Esports Lead on stage breaking down how brands can best connect with this growing and evolving audience 🕹️ 📍Innovation Stage 📅 Wednesday, October 9 🕚 11am Panel Pete Basgen 🔜 Advertising Week Basgen, Global Gaming and Esports Lead, Wavemaker Jordan Shlachter, Head of Gaming Business Success at Activision Blizzard Najee Stephenson, Media director of Cerave at L'Oréal Moderated by Jeremy Lockhorn, SVP of Creative Technologies & Innovation at 4A's Session details: At a time when the battle for audience’s attention has never been greater, gaming has emerged as a powerful media platform for brands. Gaming’s immersive nature, engaging virtual worlds and leaned-in experiences, enable it to capture active attention unlike any other digital media channel. With 3.4 billion gamers globally, gaming continues to evolve and grow, allowing brands to reach a multitude of audience types through uniquely captivating and interactive advertising experiences that come to life across gaming platforms.   Unlocking gaming’s ability to sustain immersion through moments of play and its ad experiences within will help brand’s capture audience attention in a fragmented and crowded media landscape. Sign up to the session here: https://lnkd.in/ebVZDje6 #gaming #advertisingweekNYC #gamingindustry

The global gaming market has reached an impressive $200 billion in annual revenue, surpassing both music and movies. 📊 WARC Media's latest Global Ad Trends report reveals that in-game advertising spend is growing, but slowly. In 2024, US advertisers are projected to spend $6.7 billion on in-game ads, a modest 10% increase year-on-year. 🎮 With 3.4 billion gamers worldwide, including significant engagement from those aged 35-54 and even over 55, the potential for reaching diverse audiences is massive. In-game advertising offers a brand-safe environment with advanced tools for fraud detection and ad interactivity. 🚀 It's time for brands to recognize gaming as a vital emerging opportunity and invest in this dynamic ecosystem to engage with a broad and active audience. #tropicsgames #advertising #Gaming #inagameadvertising

How do you make an impact with younger generations? Find out in our latest report, created in partnership with SuperAwesome, which is NOW LIVE 🎉 and discover why gaming is crucial in connecting with younger audiences like Gen Z & Gen Alpha. Why does this matter? 🤔 With 80% of under-18s actively gaming, understanding how to engage them through in-game advertising is crucial for brands looking to build lasting connections. What you’ll learn: ✅ The true impact of in-game ads on younger audiences ✅ How gaming can boost your omnichannel campaigns ✅ Best practices for reaching Gen Z & Gen Alpha before brand loyalties lock Ready to unlock the power of gaming? 🎮🔓 Download your free copy now! 👉 https://hubs.la/Q02Vf_1J0 #AdvertisingReport #IntrinsicInGameAds #GenZ #GenAlpha #InGameAdvertising #MarketingStrategies

🎮📰 The New York Times is redefining traditional media engagement by embracing the world of gaming. Their recent expansion into games like Wordle, now integrated into the NYT Games app, highlights an innovative approach to capturing and retaining a broader audience. This strategic pivot is not just about adding games to their portfolio but using interactive entertainment as a powerful audience funnel. By turning games into a gateway, the NYT is connecting with users who might not typically consume news content, effectively broadening its subscriber base and enhancing digital monetization. The move also speaks volumes about the evolving media strategies where diversification means more than just content variety—it's about creating multiple touchpoints with consumers across different interests. The NYT's approach to bundle games with other digital offerings, such as NYT Cooking and The Athletic, shows a keen understanding of consumer behavior, offering a holistic subscription package that maximizes value. As someone passionate about digital transformation using games, I find NYT’s strategy a fascinating example of how traditional businesses can adapt to the digital era's challenges and opportunities. What do you think are the key lessons other media companies can learn from this approach? 🔗 https://lnkd.in/eEBc23F3 #MediaInnovation #DigitalTransformation #Gaming #NYTGames #AudienceEngagement

🎮 Mobile Gaming: A Premium Environment for Marketers 🚀 Mobile gaming emerges as a prime environment where marketers find a #CaptiveAudience deeply engaged in immersive experiences. With over 2.5 billion gamers worldwide, brands have a golden opportunity to deliver targeted messages and experiences that resonate with gamers. Moreover, mobile gaming offers unparalleled accessibility and reach, spanning across demographics and geographies. From casual puzzles to adrenaline-fueled adventures, mobile gaming caters to diverse interests, providing brands with a platform to engage with a wide range of audiences. By embracing mobile gaming as a premium environment, marketers can tap into the passion and enthusiasm of mobile gamers, forging authentic connections and driving impactful results for their brands. Ready to explore the vast opportunities that mobile gaming offers for your marketing strategy? Let's dive into the world of mobile gaming together and unlock its full potential! https://admazing.co/ #GamingMarketing #PremiumEnvironment #BrandEngagement #DigitalAdvertising #MobileGaming #Admazing

📰 Programmatic News in the Gaming World! 🌍 Exciting to see Roblox is ramping up its programmatic advertising efforts and opening up new possibilities for brands! They've partnered with programmatic vendors and integrating ad solutions, making it easier for advertisers to engage with their huge Gen Z audience in a fun, immersive way. 🎮 I can’t wait to see how this shapes the future of digital marketing in the virtual world! Fantastic article by Alexander Lee in the comments if you want to read more! #ProgrammaticAdvertising #DigitalMarketing #Roblox #AdTech #VirtualWorlds #ImmersiveMedia #Innovation #GamingIndustry #GenZMarketing #BrandEngagement