Gaming: the new premium marketing frontier?
- 20 September 2024
As the gaming industry grows, a key question arises: should marketers consider it a premium environment?
A recent survey from the IAB has shown that 86% of advertisers recognise the importance of in-game advertising, with 40% planning to increase their expenditure in this sector next year.
With high engagement rates, diverse demographics, and a dedicated audience, gaming offers unique opportunities for brand storytelling. Many have already ventured into this space, suggesting its potential as a premium channel. But can gaming’s immersive experiences and loyal communities provide high value returns comparable to other premium marketing environments? Industry professionals offer their insights on its viability and benefits as a premium marketing frontier.
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