The news: Despite its massive reach, gaming still accounts for less than 5% of worldwide media investment, per Dentsu’s 2025 Gaming Trends report—indicating a disparity between where audiences spend their time and where advertisers invest.

Among the key insights:

• There are over 3.4 billion gamers globally, and time spent with games across devices will rise 6% YoY.
• 43% of gamers have improved perceptions of brands they see as part of a gaming partnership. On Twitch, 44% of users have purchased products recommended by streamers.
• Gaming remains critical in the lives of younger generations, with Gen Z spending 2.5 hours daily on Roblox. Gen Z and millennials are particularly likely to discover brands through mobile game advertising compared with older generations, and 45% of consumers from these demographics are interested in buying products while gaming.

Behind the gap: Gamers have shown openness to in-game advertising, and the format promises potential for reaching audiences when they’re most engaged—so what’s causing the gap between gamers and advertisers?

The absence of standardized measurement and delivery frameworks for game advertising is the main barrier impacting the adoption of in-game ads. Concerns over intrusive ad formats and fraud persist, and advertisers remain worried about ads running alongside harmful or inappropriate gaming content.

Our take: Concerns about brand safety with in-game advertising linger, but brands that are willing to take the risk stand to gain through an approach that considers that simply investing in the format isn’t enough to drive results.

• Ads must appeal to user preferences, remaining well-integrated within the game’s environment and audience interests. Those that don’t align with audiences will feel more intrusive and disruptive, contributing to negative brand perceptions.
• Advertisers should remember that players are open to ads, but not at the expense of gameplay quality. In-game ads that are skippable, offer rewards, and blend with the game’s theme or story are most likely to succeed.