Dentsu Reveals Why Gaming Is Advertising’s Next Big Frontier

As gaming evolves into the dominant force in global entertainment, brands and advertisers must rethink their strategies to leverage this dynamic medium. Dentsu’s recently published 2024: State of Gaming Report reveals that gaming now surpasses movies and music in revenue, with billions of engaged players worldwide.

For marketers, the opportunity is clear: gaming is no longer optional—it’s essential. Below, we explore five critical angles from the report that highlight why gaming is the untapped goldmine for advertisers.

The Untapped Potential of Gaming as an Ad Channel

In 2024, the gaming industry is projected to generate $184 billion—far outpacing the global box office and music industries combined. Yet, gaming ad spend remains surprisingly low, at less than 5% of total advertising budgets. This discrepancy presents a massive opportunity for forward-thinking brands to stand out.

Gaming environments offer unparalleled engagement and attention. Research shows that in-game ads deliver 99% viewability and significantly higher attention rates compared to traditional online formats. For audio ads specifically, the non-intrusive nature of placement ensures that messages reach players without disrupting gameplay. This creates a win-win scenario: players remain immersed while brands achieve impactful delivery.

Gaming as a Gateway to New Demographics

Forget the outdated stereotype of the teenage gamer. Today’s gaming audience spans all demographics, with an average age of 37. In fact, 84% of internet users aged 16–64 identify as gamers, whether through mobile devices, consoles, or PCs.

Gaming’s diverse appeal offers unique opportunities to connect with hard-to-reach audiences. Luxury buyers, for instance, are increasingly engaged with mobile gaming, with 55% of them playing on smartphones. Parents are another key segment, with 56% of gamers now juggling family responsibilities. 

Even traditionally non-endemic sectors, like quick-service restaurants, have found success in gaming, tapping into opportunities during mealtime gaming sessions. If brands want to reach broad, engaged, and valuable audiences, gaming is the place to be.

Integrated Marketing: Leveraging the Power of Play

Gaming is no longer a standalone medium; it’s a cornerstone of modern entertainment. Brands like Porsche and Paramount are showcasing the power of integrated marketing by tying their campaigns to gaming ecosystems. Porsche’s collaboration with Overwatch 2 and Paramount’s gaming adaptations of Teenage Mutant Ninja Turtles and Star Trek illustrate the seamless blending of storytelling across media.

The opportunity for advertisers lies in creating campaigns that span playing, watching, and creating. By embedding themselves authentically within gaming experiences, brands can enhance visibility and credibility while aligning with the culture of the gaming community.

Audio advertising adds a unique layer to this strategy, allowing brands to deliver their messages organically within gameplay. Integrated campaigns combining in-game visuals, audio, and external media can achieve unprecedented synergy and impact.

Seize the Opportunity

The gaming industry is not just another advertising channel—it’s a cultural phenomenon with limitless potential for brands. By tapping into this ecosystem through strategies like in-game audio advertising, marketers can connect with diverse, engaged audiences in meaningful ways.

Odeeo empowers brands to make the most of this opportunity, offering innovative, non-intrusive audio ad solutions that enhance player experiences while delivering measurable results. Don’t miss out on the future of advertising— the game is just getting started.