The in-game advertising market’s stagnation is both unsurprising and frustrating. The onus is on the gaming industry to make gaming an essential channel for advertisers, rather than a nice-to-have.
While American gamers are more open to in-game ads than many believe, any such activations must bear the hallmarks of creative and technical excellence.
In 2023, we’ll see a Great Meta-reversal, a shift toward rich content and experiences that build enduring, engaged communities. Rather than building a separate experience for each mode of interaction, brands now have the tools to integrate the consumer relationship across many digital touch points, writes Mitch Ratcliffe, partner at Metaforce.
