Gaming has evolved into one of the world’s most powerful digital ecosystems. With nearly 80% of internet users aged 16 to 64 identifying as gamers, billions actively play across mobile, console, and PC platforms daily. This presents an unparalleled opportunity for advertisers—and that’s why in-game advertising (IGA) is poised to become a core pillar in digital marketing strategies for 2025.
Gamers are highly engaged, spending extended time immersed in virtual worlds. In fact, over one in four Americans games for one to five hours each week. Recent studies highlight that gaming environments drive higher attention and viewability than traditional digital media. Encouragingly, 70% of players feel neutral or positive about in-game ads, revealing a receptive audience for brands ready to innovate.
Despite this vast potential, IGA remains underutilized. While more marketers are beginning to invest in gaming channels, 2025 could be the year this medium reaches a turning point—and brands that adopt early stand to benefit significantly.
Understanding the Challenges of In-Game Advertising
For brands new to gaming, the landscape can feel overwhelming. Gaming is a broad domain that spans devices, genres, and content formats—from mobile puzzle games to immersive console experiences, livestreaming platforms like Twitch, and massive multiplayer esports events.
Adding complexity, in-game advertising comes in two primary forms:
Traditional IGA, where interruptive ads pop up during gameplay
Intrinsic IGA, where ads are naturally embedded within the game world
Traditional ads often disrupt the player experience—delaying progress or breaking immersion. While some formats reward players for watching ads or offer interactive features, the real game-changer lies in intrinsic advertising.
Intrinsic Advertising: A Seamless Player Experience
The true opportunity for marketers lies in ads that are seamlessly integrated into gameplay—known as intrinsic IGA. These ads enhance rather than interrupt, becoming part of the game’s narrative or environment.
For instance, Intersport’s collaboration with EA Sports FC 25 showcases how advertisers can access premium, non-disruptive ad space. Major brands like Nike and Louis Vuitton have also led the way with dynamic campaigns in Fortnite, offering in-game clothing, avatar skins, and immersive branded experiences.
However, intrinsic IGA isn’t exclusive to massive brand budgets. Fortnite Creative Mode allows any brand to build customized gaming experiences. Similarly, Amazon Anywhere enables product placement and real-time purchases within games—blurring the lines between ecommerce and entertainment.
How Brands Can Win With In-Game Advertising
To succeed in the in-game ecosystem, brands must prioritize collaboration. A multiplayer approach—uniting advertisers, game developers, and media platforms—unlocks the full potential of IGA.
Leveraging First-Party Data for Precision Targeting
Gaming platforms offer rich first-party data, including user behavior, device usage, interests, age, and location. This enables personalized ad targeting that feels relevant and timely to the player. Knowing whether a user plays on mobile or console can help optimize creative formats and ad placements accordingly.
Beyond in-game environments, this data can fuel cross-channel campaigns, allowing brands to extend targeting across social media, programmatic display, and connected TV (CTV). These insights support the creation of Gaming Media Networks (GMNs)—similar to Retail Media Networks (RMNs)—designed to reach players across all digital touchpoints.
Measuring ROI and Performance Across Channels
GMNs create the infrastructure to track performance from in-game exposure to real-world purchases. Advertisers can connect in-game engagement metrics to broader business goals, tracking conversions, media value, and campaign ROI.
But with this level of data sharing comes a need for robust privacy measures. All collaborations must be underpinned by privacy-enhancing technologies (PETs) to safeguard user data, protect first-party insights, and remain compliant with evolving data protection laws. Trust is critical. The cost of mishandling player privacy is not just financial—it could be reputationally fatal.
Unlocking the Power of In-Game Advertising in 2025
In-game advertising is no longer an emerging trend—it’s a game-changing marketing frontier. With billions of players worldwide and deep engagement, gaming environments offer a creative canvas for immersive brand storytelling.
When powered by consented data, seamless integrations, and collaborative innovation, IGA does more than drive conversions—it builds experiences that gamers embrace. For brands aiming to stand out in 2025, leveling up their in-game advertising strategy could be the ultimate cheat code for success.
