Games media - Guide

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

At least 20.1 million people in the UK regularly play games across various platforms for hours on end each week (GameVision 2010). 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.

The IAB’s Games Steering Group is a committee of senior gaming experts dedicated to developing this fast-evolving sector.