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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.

The news: Affirm partnered with Shopmonkey and Xsolla so auto mechanics and video game developers can offer installment plans at checkout. Our take: Affirm has focused on building out its partnership network and the Affirm Card鈥攁nd its fiscal Q3 results (ended March 31, 2025) bear out the strategies鈥� success, with total revenues increasing 36% YoY.

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

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 news: On Thursday, Nintendo released the Switch 2, 鈥嬧�媔ts first new console since the Nintendo Switch was launched in 2017. The handheld device comes with upgraded specs, social gaming features, and bundles with exclusive titles like Mario Kart World and Donkey Kong Bananza. It also includes GameChat, a feature that combines voice and video and lets up to 12 people chat while playing games. Our take: With a growing package of subscription perks and social hooks like GameChat, Nintendo may be taking a page from Apple鈥檚 playbook by turning its hardware into a recurring revenue engine. The Switch 2 could be a sticky ecosystem for Nintendo, even if the price goes up.

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.

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

50% of adult US mobile gamers spend between $1 and $50 per year on mobile games, according to an April 2024 CivicScience survey.

Scopely鈥檚 $3.5 billion acquisition of Niantic鈥檚 games division strengthens its position in mobile gaming. Pok茅mon Go鈥檚 live-service model opens new revenue streams through in-game advertising, branded integrations, and sponsorships.

NetEase lays off Marvel Rivals鈥� US-based team despite record success: The shooter hit 20 million downloads and $136M in revenue, representing broader industry volatility.

Nearly two-thirds of digital advertising spending in 2025 will be delivered on mobile devices. Tariffs may dampen spending growth but shouldn鈥檛 reduce mobile鈥檚 share of the digital advertising pie.

YouTube has more users than Facebook, Netflix, or Spotify. But its advertising revenues do not match its vast reach. This report contextualizes the opportunities and scope for growth in various media spheres.

How does AppLovin generate revenues? AppLovin鈥檚 business model is built on two primary revenue streams:. The bulk of AppLovin鈥檚 revenues has traditionally come from its advertising software business. In Q4 2024, the company generated about 73% of its revenues ($999 million) from ad placements, mediation fees, and programmatic ad bidding through its proprietary platforms.

US consumers will spend 8.6 hours daily with digital media in 2025. How they divide that time across devices is evolving as video content drives strong growth in connected TV usage.