How in-game advertising is transforming media measurement
by Cint
What was once a niche hobby is now seriously big business. It may have taken around half a century to get there, but the video game industry has positioned itself as the biggest money maker in entertainment, with global gaming revenue towering over box office takings for films.
That shift from minority interest to major concern hasn’t just impacted gamers. The seemingly unstoppable rise of video games is also garnering increasing attention from brands and marketers seeking to reach audiences in immersive, interactive environments.
Despite the potential huge audience share, a 2024 report found that only 5% of ad spend is currently funneled toward video games.
By placing image, video, and audio ads inside video games, in-game advertising (IGA) offers brands a way to connect with audiences during active, immersive moments. This report examines how gamers and advertisers alike are adapting to shifts in both industries. Combining research conducted through Cint Snap — a way to survey individuals and understand opinions quickly — and insights provided by Kathryn Failon, Senior Director of Data and Measurement at Cint, and Elissa Trottman, Cint’s Team Lead, DSM Project Success, it explores just how important video games are to cross-platform measurement in 2025
and beyond.