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The news: Ad quality has a big impact on whether gamers will stay in the game or walk away from a session. Over half (52%) of gamers in the US, the UK, Germany, and Japan would quit playing if they encountered multiple disruptive ad features, per Deloitte鈥檚 Quality Drives Value: A Look into Mobile Gaming Ads survey. Our take: Prioritizing features like rewards and skip options can help players feel in control and properly compensated for their time, helping mobile gamers to stay engaged, click through, and return. Poorly timed or deceptive ads, on the other hand, risk alienating gamers and increasing churn.

The news: Gaming is becoming a powerful vehicle for delivering ads to engaged audiences, with gamers spending significant time gaming across platforms, per a study from Activision Blizzard Media. Seventy percent of gamers play or watch video games daily, while 95% play or watch weekly. Seventy-seven percent of weekly gamers play on mobile devices, while 52% play on console and 34% play on PC. Our take: In-game advertising provides reach that few other channels can match, connecting with an engaged, highly attentive, and diverse audience, making it a critical touchpoint鈥攂ut advertisers must understand what strategies work best.

Handheld dominance and low VR adoption signal a reality check for immersive tech as gaming habits shift toward flexible, social experiences.

Gaming in Canada has developed into an important advertising opportunity as audiences grow and in-game ads gain traction with mobile users.

The news: Despite its massive reach, gaming still accounts for less than 5% of worldwide media investment, per Dentsu鈥檚 2025 Gaming Trends report鈥攊ndicating a disparity between where audiences spend their time and where advertisers invest. Our take: Concerns about brand safety with in-game advertising linger, but brands that are willing to take the risk stand to gain through an approach that considers that simply investing in the format isn鈥檛 enough to drive results.

The trend: Gen Z is opting out of both traditional pay TV and ad-supported streaming tiers, signaling deeper changes in viewing behavior. Just 42% of Gen Z subscribers use ad-supported SVOD, while less than half of all US households now maintain a pay TV subscription. Our take: Streaming鈥檚 future depends on reaching the next generation, but current models鈥攅specially ad-supported tiers鈥攁ren鈥檛 meeting Gen Z where they are. With only 1.3 hours of streaming and 0.8 hours of traditional TV per day, Gen Z prefers social video, gaming, and music. To stay relevant, platforms must prioritize native formats, interactivity, and creator integration over legacy ad models.

The news: Microsoft is planning a major round of layoffs next week in its Xbox division as part of broader corporate restructuring, per Bloomberg. This marks Microsoft鈥檚 fourth major job cut in 18 months and follows mounting pressure to raise margins after buying Activision Blizzard for $69 billion. Our take:For advertisers and marketers, this signals that the future of Xbox isn鈥檛 hardware but an ecosystem. Aligning campaigns with emerging touchpoints like cloud gaming, mobile access, and VR could help brands stay in front of where players are headed.

The news: The gaming industry is doubling down on handheld consoles. Nintendo鈥檚 Switch 2 shattered single-day sales records with an estimated 3 million units sold at launch, outpacing the Sony PS4鈥檚 historic numbers. Meanwhile, Microsoft announced its first handhelds鈥攖he ROG Xbox Ally and the ROG Xbox Ally X鈥攑artnering with Asus to blend Xbox and PC gaming in a portable format. They鈥檙e expected to launch during the holidays. Our take: As cloud and console experiences merge into portable form, game design and ad models are set to evolve fast鈥攐pening up fresh real estate for marketers, game studios, and tech platforms alike.

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

With video ad completion rates topping 80% and new measurement partners onboard, Roblox is positioning itself as a premium ad platform for younger audiences.

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.

With physical sales fading and subscription interest rising, smart in-game ads offer consistent revenues without alienating players.

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).

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