Have you ever considered how much time we spend using a console, phone, or tablet to play games? Whether it’s Call of Duty or the classic Candy Crush, people of all ages, genders, and backgrounds play mobile & video games. Having become a mainstream form of entertainment, gaming is no longer a niche market – by the end of 2023, mobile gaming audiences are expected to reach over 3 billion; a significant portion of the population that advertisers could potentially reach. Blending ads with the game environment has become a popular marketing strategy and it’s easy to see why. With tools to make content look native to the game, virtual out of home advertising (VOOH) such as billboards within the actual game play can be integrated in a way that feels natural and unobtrusive.

With formats including in-game billboards, reward videos, custom minigames and native placements, games by their very nature have a dependence on user interaction. This means advertisers can accurately track key metrics such as engagement, reach, and completion rate.