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

Nonmobile gaming ad revenues will grow faster than the overall market, although it remains a small part of the story. Revenues from ads shown on console and PC games will account for about 9% of the gaming industry鈥檚 total take, but the category is growing quickly. We anticipate nonmobile gaming ad revenues will increase by 17.2% this year, to reach $793.7 million.

Roblox soars in Q3 despite critical reports: The company saw significant user and revenue growth and restated its commitment to child safety.

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

The average US adult spends just over an hour playing video games per day, according to our estimates. Such a sizable share of attention offers a prime opportunity for brands to advertise in games鈥攅specially since traditional barriers to brand advertising have been lowered. Big changes have opened opportunities for brands across platforms.

AppLovin is setting its sights on ecommerce: Executives plan to attract spenders and grow revenues with a slew of ad product launches.

AppLovin beat Q1 expectations and exited gaming: The company is now all-in on adtech, led by AXON鈥檚 rapid growth.

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.

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.

Brazil鈥檚 digital economy is rapidly evolving, fueled in part by ecommerce growth. Our three-report collection explores key trends and opportunities shaping Brazil鈥檚 commerce landscape in 2025.

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

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).

鈥淚f you come across as inauthentic鈥� you'd probably be better off just not even advertising at all,鈥� said Sellis. In response, Discord has introduced 鈥淨uests,鈥� an ad format that gives users rewards for in-game activities, helping brands blend in rather than stand out. Quests were initially geared toward game developers but are now expanding to entertainment brands.

Click here to view our full forecast for US digital ad revenue share by company. The largest players are likely to underperform this year yet still improve their market share. Barring a best-case scenario outcome, most of the largest ad platforms will likely miss their 2025 revenue targets.

Why it matters: Lowe鈥檚 is banking on video games as a path to cultivate digitally native demographics like Gen Z and gather data that will enhance its relationships with these future homeowners and DIYers. More brands are recognizing digital games as a powerful and engaging channel. More than half (57.2%) of the US population will be digital gamers this year, per our forecast.

For marketers, a surge in cyberattacks can cause downtime that tanks campaign performance and reduces customer trust and revenues. Protecting digital experiences requires preemptive investment in always-on mitigation, risk tolerance, and infrastructure resilience鈥攅specially during high-traffic launches or campaigns.

When not watching videos, Gen Alphas are gaming. We estimate 44.9% of children under 12 are digital gamers. Many Gen Alphas are picking up the habit from their parents: 75% of parents are gaming with their children regularly, according to a September 2024 Entertainment Software Rating Board (ESRB) survey. More than half of Gen Alphas play on mobile devices.