This FAQ examines in-game ad formats, audience demographics, and emerging opportunities like rewarded advertising that are reshaping how brands connect with gamers across platforms.

The news: Gamers are more involved in gaming content than ever before, thanks in large part to titles like Roblox, Minecraft, and Fortnite. And they’re not keeping that interest solely on-platform. 46% of gamers say their time spent creating in-game video game content has somewhat or significantly increased over a year ago, per Bain & Company’s Gaming Report 2025. About 20% say they spend less time. 27% of gamers’ social media time and 25% of their streaming video time is spent focused on gaming-related content. Our take: The gaming audience is growing, and it’s not focused on a single platform or console. Gamers’ interests reach through the game and into social media, streaming, TV, and audio, giving marketers a wide path to reach gamers where they are.

The news: The gaming industry is doubling down on handheld consoles. Nintendo’s Switch 2 shattered single-day sales records with an estimated 3 million units sold at launch, outpacing the Sony PS4’s historic numbers. Meanwhile, Microsoft announced its first handhelds—the ROG Xbox Ally and the ROG Xbox Ally X—partnering with Asus to blend Xbox and PC gaming in a portable format. They’re expected to launch during the holidays. Our take: As cloud and console experiences merge into portable form, game design and ad models are set to evolve fast—opening up fresh real estate for marketers, game studios, and tech platforms alike.

Apple’s Fortnite feud, Amazon’s device division cuts, and Apple Music’s new user lure reveal how tech titans are adjusting strategies in a volatile regulatory and consumer landscape.

Infinite Reality’s latest move suggests the metaverse isn’t done just yet: The company is buying virtual shopping platform Obsess in a move aimed at reimagining how brands connect with consumers online.

Toys and hobby sales have normalized after a pandemic-era spike, though some brands are still flying high. Here’s what to expect from the industry this year.

A US ruling requires Google to abandon exclusivity practices, potentially empowering smaller developers to enter the Android app market more easily.

It urges stricter rules to protect minors from overspending in games like Fortnite and Minecraft.

On today's podcast episode, we discuss what Fortnite developer Epic Games' win over Google means, whether McDonald's new restaurant brand will be a success, why women's sports worldwide are exploding right now, if video streaming bundles are inevitable, how AI rules can keep pace with AI development, who's planning to live underwater in a few years, and more. Tune in to the discussion with our analysts Ross Benes, Bill Fisher, and Carina Perkins.

Despite financial troubles among some esports and gaming video platforms, ad revenues will continue to grow for both media.

Roblox’s ad struggles show the metaverse’s waning importance: Advertisers may choose to stay away from the platform thanks to new rules limiting exposure and restricting content.

Roblox emerges strong after a tough 2022: While users and revenues rose, the metaverse platform’s advertising ambitions haven’t yet taken off.

Underage users are both an asset and huge risk for platforms: TikTok and games like Fortnite are thriving thanks to their young users, but controversy could make advertisers wary.

The personal luxury goods sector is riding a wave of high demand in the US and China, buoyed by wealthier consumers who are relatively immune to the impact of price increases. But brands will need to appeal to the rising Gen Z consumer, as well as strengthen loyalty among their most important customers.

Zuckerberg’s slipup is a bad omen for its metaverse: Meta’s CEO shared an ugly photo of its metaverse platform that kicked off a week of mockery and concern.

Brand interest in video games is rising, especially with the buzz around the metaverse. This report will look at the different ways developers monetize video games, and which of those methods are the most useful for marketers.

Sony’s service game push could be good for advertisers: The lucrative model could be a platform for its rumored ad program

Gaming’s labor problem could affect its brand opportunities: The industry is experiencing rapid consolidation, but workers are pushing back.

AR, VR, and video games present opportunities that marketers can tap into right now.