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

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

Gaming audiences are a powerful force in back-to-school shopping, influencing both digital and in-store purchases. Activision Blizzard Media鈥檚 latest research reveals how this often-overlooked group鈥攎any of them parents鈥攁re planning early, spending big, and responding to mobile-first ads.

Companies waste no time hiking prices: The cost of everything from coffee to video game consoles to sexual wellness products is going up, which will prompt shifts in consumer spending habits.

41% of US advertisers expecting budget cuts due to tariffs plan to cut from social media, while 24% plan cuts to linear TV and gaming, per February 2025 from the Interactive Advertising Bureau (IAB).

Netflix wants to turn your TV into a game console: By ditching AAA ambitions and betting on casual, connected TV games controlled by phones, Netflix is playing the long game to capture Gen Z gamers.

When you think of tax season, gaming or dating probably don鈥檛 come to mind. But for H&R Block, flipping that narrative is part of a larger strategy to meet the next generation of taxpayers exactly where they are鈥攚hether it鈥檚 in a virtual mansion on Roblox or swiping right on Tinder.

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

Android Auto chases connected car gaming, while Apple CarPlay bets on sports content and simplified interfaces. Both present new advertising opportunities.

Walmart is all in on metaverse commerce: The retailer partnered with Minecraft on an immersive gaming experience.

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.

Discord expands ad offerings: The company is launching Video Quests for mobile in June 2025, incentivizing ad engagement with in-game rewards as it broadens its advertiser appeal beyond gaming.

Marketing beyond the screen: Studios are embracing cross-industry partnerships, with "A Minecraft Movie" leveraging gaming, beauty, and food brands to expand its audience reach and deepen fan engagement before its release.

Almost three-fourths (74.8%) of Gen Zers will be digital game players by 2027, according to our December 2024 forecast.