蘑菇AV

That includes once-overlooked areas of the mobile ad market, such as the gaming ecosystem. AppLovin will not be the only company to benefit from the dissolution of mobile ad buying silos. If AppLovin succeeds in bringing ecommerce advertisers into gaming and expanding into web ads, they鈥檒l probably take a look at other advertising categories.

Discord tests 鈥淒iscord Orbs鈥� to reward users for ad interaction: A broader rollout could prove successful at driving action among key demographics.

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.

Gen Zers and millennials have normalized gaming into adulthood, but smartphones have opened the door for older generations.

Almost a third (32%) of US and UK game players actively ignore in-game ads, while the same number finds them helpful, according to May data from Attest.

This is the first installment of our biannual 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The news: Roblox鈥檚 lack of third-party measurement tools is becoming a hurdle for advertisers. The platform has minimal independent insights into standard metrics like reach and performance outcomes, per Digiday. As a result, potential customers are hesitant to start investing in ads on Roblox, which could dampen company growth. Our take: Roblox commands enormous engagement, especially with younger users, and it has a wealth of assets to attract advertisers and bolster its revenue. However, without accessible measurement offerings that meet industry standards, Roblox鈥檚 growth as a major ad channel may remain limited.

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.

Cloudflare found that recent attacks surged across telecom, gaming, and gambling, with cybersecurity and aerospace emerging as surprise targets, indicating that no industries are safe from DDoS threats. Geographically, Germany, Turkey, and China bore the brunt of attacks, while Hong Kong and Indonesia led attack sources. Key takeaway: DDoS attacks are only going to get worse.

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.

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.

Samsung GameBreaks turns ads into games: A new CTV ad unit lifts brand recall by 53% and signals a shift toward high-engagement, opt-in formats.

Why 鈥淢inecraft鈥� is succeeding: The movie is based on the best-selling video game of all time, meaning it has a larger鈥攁nd more family-friendly鈥攁udience than other video game adaptations. However, a significant reason behind the success of 鈥淎 Minecraft Movie鈥� is the film鈥檚 massive marketing push, studded by an array of high-profile collaborations and immersive brand tie-ins.

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.

If brands want to advertise alongside gaming content, they could just as easily turn to YouTube. The livestreaming angle, while unique, isn鈥檛 the biggest draw for marketers. Moving forward, brands investing in influencer marketing should keep an eye on Twitch if they鈥檙e looking to reach niche audiences鈥攂ut keep in mind that the platform might not have the largest reach.

How time spent with media, device ownership, and media adoption stacks up in the United States.