Social media (27%) and streaming video (25%) have the highest percentage of time spent on gaming-related content, per May 2025 data from Bain & Company.

The news: Audio ad platform Odeeo and content creation platform Wondercraft today announced an in-game audio ad partnership that will allow advertisers to craft audio ads in multiple languages in minutes. The partnership will integrate Wondercraft’s AI-powered creative production tools with Odeeo’s in-game audio solutions, with features to craft, localize, and personalize content. Our take: Odeeo and Wondercraft’s collaboration promises potential, capitalizing on the steady trajectory of time spent with gaming while accounting for gamer preferences for ads that are non-intrusive and integrate with the game’s environment.

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.

Netflix's Q2 2025 earnings results came in at $11.1 billion in total revenues. The company’s shift away from reporting net subscriber growth now places investor focus squarely on margins, ad performance, and global monetization. While churn remains low and its brand strong, Netflix faces growing competition from YouTube and TikTok for user screen time. With hit content, live sports, and gaming on deck, the streaming giant’s next act will test its ability to monetize an already massive user base while retaining cultural dominance. For Netflix, growth now means doing more with what it already has.

The news: Despite its massive reach, gaming still accounts for less than 5% of worldwide media investment, per Dentsu’s 2025 Gaming Trends report—indicating a disparity between where audiences spend their time and where advertisers invest. Our take: Concerns about brand safety with in-game advertising linger, but brands that are willing to take the risk stand to gain through an approach that considers that simply investing in the format isn’t enough to drive results.

Total time spent with media per day in the US is no longer growing meaningfully, but there will still be significant churn between devices, activities, and platforms as consumers choose how to spend their time.

The news: Gaming is becoming a powerful vehicle for delivering ads to engaged audiences, with gamers spending significant time gaming across platforms, per a study from Activision Blizzard Media. Seventy percent of gamers play or watch video games daily, while 95% play or watch weekly. Seventy-seven percent of weekly gamers play on mobile devices, while 52% play on console and 34% play on PC. Our take: In-game advertising provides reach that few other channels can match, connecting with an engaged, highly attentive, and diverse audience, making it a critical touchpoint—but advertisers must understand what strategies work best.

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.

Discord’s platform is built for participation, not passive content: Brands face high standards—and high rewards if they succeed.

More than just a cloud leader: Microsoft ad revenues surged 21%, gaming stabilized, and LinkedIn grew, too.

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

Game developers, martech platforms, and agencies are increasingly trying to convince advertisers that consumers playing mobile games are worth reaching.

Over half (53%) of US video game players who mostly play story-driven, single player games say that advertising in games or game-related promotions has at least somewhat of an impact on their purchasing decisions, according to March data from CivicScience.

Reward-based video ads are increasingly effective at reaching younger consumers, particularly those who play games.

It's been a year since the messaging app Discord launched its own reward-based ad format called "Quests" for PC and game console users, and they're ready to celebrate its success.

YouTube has more users than Facebook, Netflix, or Spotify. But its advertising revenues do not match its vast reach. This report contextualizes the opportunities and scope for growth in various media spheres.

Gaming opportunities for advertisers flourishing: IAB PlayFronts unveiled insights into how marketers can meet gamers where they’re at.

Timing ad buys to seize on key engagement windows: Our Industry KPI data reveals Gen Z has predictable spikes in searches for apparel, gaming content.

Gaming is up, but marketers must pick their spots: Most casual gamers ignore ads, but players in story-driven and open-world titles are more likely to engage.

This year’s festival highlighted a maturing creator economy, a reality check for AI, and bigger and bolder brand activations and marketing trends.