Three Big Takeaways from the IAB PlayFronts

From immersive formats to real-world results, this year’s IAB PlayFronts made one thing clear: in-game advertising isn’t a “future trend”—it’s a growing, measurable, and maturing channel embraced by the biggest players in media and tech. As sponsors, we had the chance to experience the energy and insight of the event firsthand.

Here are the biggest takeaways every brand and advertiser should know:

1. In-Game Ads Work—And the Data Backs It Up

Zynga’s latest study was one of the most cited stats at PlayFronts: 27% of mobile gamers made a purchase after viewing an in-game ad.

That’s a real-world behavior shift that most traditional digital formats would kill for. In a fragmented media environment, performance like this cuts through the noise—and speaks to the true potential of well-placed, well-timed in-game formats.

2. Opt-In Beats Interruption—Respect Drives Results

Activision Blizzard Media’s The Power of Platforms and Dentsu’s Play Attention studies echoed a key theme we heard again and again: players respond best when ads respect the gameplay experience.

That means opt-in, non-disruptive formats—like rewarded video and in-game audio—aren’t just better for players, they’re better for brands, too.

Whether it’s earning an extra life, unlocking new content, or simply hearing a brand message that doesn’t break immersion, the signal is clear: relevance and respect create impact

3. Major Players Are Doubling Down on Gaming

Gaming isn’t just gaining traction—it’s gaining commitment.

• Samsung launched GameBreaks, interactive mini-games inside Samsung TV Plus content—blending traditional media with gaming mechanics to drive deeper engagement.
• Roblox opened its doors to programmatic demand with rewarded video and in-game ads through Google, a massive move for the future of scalable in-game monetization.
• Discord is testing mobile video ads and opt-in “Quests” that let users engage with brands in exchange for in-app rewards. 

And that’s not even touching the momentum we’re seeing from brands integrating into mobile games across verticals—from CPG to entertainment to retail.

So What’s Next?

The future for in-game advertising has never looked brighter. As programmatic technology matures, more platforms adopt non-interruptive formats, and demand grows for opt-in, player-first experiences, in-game is evolving from experimental to expected. As IAB’s Zoe Soon noted onstage, success stories and smarter tools will only accelerate adoption—making in-game one of the most accessible and effective digital channels for the years ahead.

At Odeeo, we’re excited to be part of this shift—helping brands reach players in meaningful ways, and helping publishers monetize without compromise. The next era of in-game advertising is here—and this year’s PlayFronts proved it’s not just a game anymore.