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Cint's latest report explores how the rise of in-game advertising necessitates a new approach to cross-platform media measurement
What was once a niche hobby is now seriously big business.
It may have taken around half a century to get there, but the video game industry has positioned itself as the biggest money maker in entertainment, with global gaming revenue towering over box office takings for films.
The seemingly unstoppable rise of video games is also garnering increasing attention from brands and marketers seeking to reach audiences in immersive, interactive environments.
Despite the potential huge audience share, a 2024 report found that only 5% of ad spend is currently funneled toward video games.
Our latest report features insights from 300 US consumers and the expert opinions of Kathryn Failon, Senior Director of Data & Measurement at Cint, and Elissa Trottman, Cint’s Team Lead, DSM Project Success, to explore just how important video games are to cross-platform measurement in 2025 and beyond.
By Sara Rothschild, Customer Marketing Specialist
Cint
Cint is a global leader in research and measurement technology connecting brands, researchers, academics, or anyone with a question, to a network of over 800 suppliers representing millions of engaged respondents in 130+ countries. The Cint Exchange empowers users to gather insights at scale to build business strategies, develop research-enabled solutions, publish credible research, and more. Lucid Measurement by Cint, our advanced set of media measurement solutions, gives advertisers, media owners, and agencies the tools to measure the effectiveness and brand lift of cross-channel advertising campaigns in real time to optimize media performance while campaigns are running. Both products use Cint’s audience monetization tools to enable panel providers, mobile apps, loyalty programs, and other online communities to monetize their audiences by matching them to survey opportunities. At Cint, we’re feeding the world’s curiosity.