Big opportunities await in gaming for marketers in 2024

Jamie Lyons

Gaming is primed to cement its position in culture and across screens, but what trends should marketers be looking out for and leaning into this coming year?

With broadcast’s diminishing reach to younger audiences over the past few years, much has been made of the growing opportunity for non-endemic brands to leverage gaming to pick up the slack. 

While in-game advertising isn’t a new space, a shift in conversation and culture – in parallel with a growing stable of immersive and impactful media inventory – has increasingly brought gaming into focus as a marketing channel for brands and agencies.

This is only set to grow over the course of next year. PWC has forecastthat video games advertising will be worth more than $91bn globally in...

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