All about Gaming
“Gaming is no longer a test and learn addition at the bottom of the media plan”, declared James Chandler, IAB UK’s CMO, at Gaming Upfronts 2024. The immersive nature of in-game advertising, combined with its high attention rates and diverse audiences have resulted in the channel becoming an established part of many advertisers’ strategies. Brands that are entering this space in the right way are working with creators to achieve authenticity, add value to the gaming experience, and stand out via immersive, playful creative. So what do you need to know to play it right? Here we pull together research, case studies and advice from IAB UK and our members to help you harness gaming effectively.
The year is 2030. Gaming is to Gen Alpha what Social is to Gen Z
By 2030, IAB UK Futurescape predicts gaming will be second nature for Gen Alpha, fuelled by tech innovation and evolving play habits. The research reveals why gaming is set for sustained ad growth, becoming a key space for brands to connect and engage.
When it comes to ad spend, IAB UK’s Futurescape Barometer forecasts that the gaming sector will see a +7% average annual growth rate between 2024 and 2030. Dive into the full chapter for more insights now.
Get started
Gaming Upfronts
Every October, Gaming Upfronts brings together leading players in this space to share new launches, valuable insights and advice on all things gaming
Learn more
IAB Compass: Gaming
According to IAB Compass, gaming ad spend in the UK could reach £2.96bn by 2026. Explore the report and find actionable recommendations
Learn more
The Evidence
A hub of effectiveness research and real-life case studies with brands including Tesco and Levi’s to help inspire your in-game strategy
Learn more
Why marketers should embrace gaming as the premium environment it is
Members of IAB UK’s Gaming Group explain why marketers should hold gaming in the same regard as other marketing channels. A version of this article was first published on The Drum
Debunking 9 myths about advertising in gaming
IAB UK gaming members including Activision Blizzard Media, Anzu, Odeoo, and Dexerto unpack some of the myths that persist around advertising in gaming
Gaming & Esports Advertising Framework
As the gaming advertising market experiences rapid growth, we collaborated with our members and industry partners from the UK, Europe, and the US to develop a consolidated advertising framework for gaming and esports. Our objective is to enhance communication and facilitate clearer interactions throughout the advertising supply chain, fostering sustainable and efficient growth as the gaming ad market continues to evolve.
Our members on gaming
The IAB UK Member Vault provides a platform for our members to exchange blogs, research, events, and more. Take a comprehensive exploration of the gaming world and discover how it can elevate your brand by delving into our members' insights now.
Gaming Guide
Produced in collaboration with the IAB UK Gaming Group, our Gaming Guide addresses essential elements that advertisers must be aware of to execute successful gaming campaigns. Gain insights into audiences, formats, and metrics, along with strategies to enhance your messaging within the gaming community. This comprehensive guide encompasses advertising prospects within the game, around the game, and beyond the game.
Gaming Community
IAB Communities are open for all IAB UK members to join - giving you influence, equipping you with essential insights to enhance your work, and helping you to forge new connections. They have been designed to enable a more dynamic and holistic approach to our cross-industry work – in a way that works for you.
