Games media - Guide

Games advertising is one of the most dynamic and fast-growing disciplines within the online landscape.

Nearly 33 million people in the UK play video games, according to Gaming Britain a research project conducted by the IAB carried out in association with Kantar Media.

Uniquely, when we play a game our attention is focused solely on that media because to be distracted is to lose. Consequently 72% of gamers recall ads they’ve seen for brands in-game (Microsoft 2009).

For advertisers, gaming is a medium that delivers outstanding, industry beating results. This is something that brands are beginning to understand.

With a wealth of advertising options across games consoles, on the internet and on mobile, brands are now spoilt for choice. Creative executions include Dynamic In-Game Adverts, Fixed Product Placement, rich media ads around online social/casual games and gaming websites, re-skinning existing games and even creating your own.