The gaming industry is an untapped opportunity for advertisers, generating £144bn in revenue annually, with brands still only allocating 2% of media spend to it.
Despite being a cultural juggernaut, gaming offers a fertile ground for brands, seen as a relative newcomer with developing ad tech and partnership capacity.
Publicis Play was established to assist brands in navigating the gaming landscape post-pandemic, reflecting a significant increase in marketing billings, up 39%.
With major gaming title launches anticipated, the evolving ad tech infrastructure positions gaming as a major channel for innovation and brand engagement.
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