In-game advertising set to be a blockbuster but there are some concerns

New report from Admix says 93% of media buyers intend to run in-game advertising by 2025.

Around 93% of advertisers had seen an increase in video game advertising spend over the past 12 months. But, while the prevalence of in-game advertising may have increased, it’s still considered a grey area by many.

This is according to a survey by Admix, an in-Play advertising platform that bridges the gap between gaming content and brands.

The company has released the findings of its major research study into video gaming’s emergence as the key media channel.

“Gaming is a lucrative channel, where three billion active gamers will spend almost $176 billion on games in 2021, a figure which is set to surpass $200 billion in 2023,” said the company in an announcement. “Admix was aware, though, that brands and advertisers have only begun to capitalise on what gaming has to offer as a media channel, particularly on mobile, which is now larger than PC and console gaming combined.”

Admix had commissioned independent creative market research agency Atomik Research to conduct the online survey of more than 400 respondents in the UK and US, with responsibility for media buying in their company.

“Just as the desktop web was the dominant media channel for the 2000s, surpassed by social media in the 2010s, video gaming is now on the cusp of claiming the crown of key media channel,” said Samuel Huber, CEO and Co-founder at Admix. “However, although buyers are broadly aware of this, the survey reveals that they appear to underestimate how close we are to it becoming a reality.”