Media buyers sold on in-game advertising, but hugely underestimate size of market

Campaign 13 Oct 2021 10:56

Almost all buyers at media agencies plan to spend on in-game advertising within the next four years – but many are still failing to grasp the size and nature of the opportunity, a study by gaming adtech company Admix has found.

In a survey of 406 buyers in the UK and US, 93% of respondents said they expected to spend on in-game advertising by 2025. Over the next 12 months, 41% said they planned to increase in-game adspend, with a further 40% maintaining current levels.

But there is still reticence from some about gaming as a media channel – 31% of those polled called it a “grey area”, while a fifth cited lack of understanding as the biggest reason for not investing in in-game advertising.

The survey also found that most buyers significantly underestimate the size of the global market. More than half said they thought the number of gamers worldwide stood at between 100 million and one billion, with a third giving a figure from 100 million to 500 million, and 27% saying it was between 500 million and one billion. In fact, data from Newzoo suggests that three billion people worldwide play games, with 2.8 billion of these playing on mobile devices. 

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