Changing the Game: How Games Advertising Powers Performance is IAB’s groundbreaking new study that quantifies the success marketers are seeing with games advertising. With 213 million digital gamers in the U.S. (ESA, 2023), advertisers no longer consider the games advertising opportunity as only reaching “gamers.” Instead, games advertising has matured and evolved to become a continuous part of the media mix, reaching diverse and unique consumers on a massive scale.

IAB partnered with Advertiser Perceptions to survey 300 brand and agency marketing decision makers that invest in games advertising alongside other media to understand its implications, highlighting why these marketers continue to include games advertising, its role in campaign planning and business outcomes, strategies to enhance impact alongside other media, and initial steps to activate.

Key takeaways include:

Investment in games advertising is on the rise.
Marketers use games to reach engaged, receptive consumers.
Games are considered a brand safe and measurable ad platform.
Games advertising influences the entire purchase journey.
Marketers are winning with games advertising in the mix.