IAB UK launches Guide to Gaming

Posted on: Wednesday 10 February 2021 | IAB UK

Created with our Gaming Group, the Guide to Gaming explores the opportunities available to advertisers in this growing sector – both in and around the game

Over 2.7 billion people play games globally, often on multiple devices, and the opportunities for advertisers in this space are rich, varied and growing. Brands have unique and creative options to seamlessly integrate into gaming environments and reach diverse, highly engaged audiences.

Created with the IAB UK Gaming Group, our new Guide to Gaming covers key factors that advertisers must need to know in order to deliver effective gaming campaigns. Understand the audiences, formats and metrics, as well as how to amplify your messaging within the gaming community. This guide covers advertising opportunities... 

  • In the Game: In-game advertising opportunities, looking specifically at how brands can directly influence gameplay visuals/audio with their messaging or alter the gaming experience through skins and sponsored content 
  • Around the Game: The opportunities available to brands during the gaming experience but not within the gameplay itself. Examples of this include in-app rewarded video, interstitials and overlayed audio ads 
  • Away from the Game: Opportunities within gaming that exist away from the gameplay experience itself. This includes streaming, esports, influencer and content marketing

Written by

IAB UK

Topics

Related content

8 things we learnt at Gaming Week

For our first Gaming Week, we hosted a series of events to explore the gaming opportunity, key considerations for advertisers and what to expect next...

Learn more
Real Living Research Banner

Real Living 2021: 63% of gamers accept the advertising value exchange

Released as part of our first ever Gaming Week, the latest results from Real Living 2021 explores the gaming community - who is gaming, why do they game...

Learn more
 Itamar Benedy

How Your Brand Can Reach Gen Z Through Games

Itamar Benedy explores how marketers are adapting to Gen Z’s gaming habits

Learn more
Antonio Dale Forte headshot

The emerging market of gaming: What defines this exciting trend?

Gaming is finding innovative and engaging ways to integrate marketing into content, writes IAB UK’s Industry Initiatives Executive Antonio Dale Forte.

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.