Why in-game advertising is gaining ground
As digital channels become increasingly saturated, traditional advertising formats face diminishing returns. Consumers are exposed to more ads than ever, leading to fatigue and disengagement. In this environment, intrinsic in-game advertising has emerged as a powerful alternative. Unlike intrusive formats, it integrates brand messages seamlessly into the gaming environment, creating immersive, non-disruptive experiences that resonate with highly engaged audiences.
Research conducted with Anzu, supported by data from Happydemics, demonstrates that in-game advertising is not just an engagement tool—it is a performance driver across the entire marketing funnel.
What makes intrinsic in-game ads so effective?
Intrinsic in-game ads succeed because they become part of the entertainment itself. The secret behind their success lies in their non-disruptive nature: by becoming part of the gaming experience, these ads achieve high levels of engagement and recall without interrupting gameplay.
Key benefits include:
Seamless integration: Blends naturally into gameplay, preserving the player experience.
High ad recall: Delivers an uplift of +13 points compared to the digital media average.
Strong brand identification: In-game ads are more accurately attributed to the brand, driving a +11-point uplift vs the digital media average, helping brands stay top of mind.
Deep engagement: Immersion strengthens memory encoding, ensuring brands are recalled long after gameplay ends.
This unique combination allows advertisers to engage players meaningfully, without breaking immersion or creating resistance.
How in-game advertising drives funnel results: awareness, consideration, conversion
In-game advertising drives measurable outcomes at every stage of the marketing funnel:
Awareness: Intrinsic ads deliver an ad recall uplift of +13 points above the digital media average. Being better memorised and more strongly linked to the brand, in-game ads excel at raising awareness.
Consideration: With a +5-point increase in purchase intent, they influence consumer decision-making more effectively than digital benchmarks.
Conversion: Emotional and contextual alignment within gameplay boosts readiness to act, making in-game ads a strong catalyst for sales.
This positions in-game formats as more than awareness tools—they deliver tangible results across the full consumer journey.
Industry use cases: auto, FMCG, telecom, luxury
The versatility of intrinsic in-game advertising is reflected in its cross-industry performance:
Auto: +5 pts in ad recall versus the digital media average, helping brands remain front of mind during high-consideration purchases.
FMCG: +4 pts in purchase consideration, supporting frequent, lower-cost buying decisions in a highly competitive environment.
Telecom: +9 pts in brand identification, building strong brand connections in a crowded market.
Luxury: +4 pts in purchase intent, proving effective even in high-value, aspirational categories.
From everyday goods to premium products, in-game advertising adapts to different consumer behaviours and purchase cycles.
Mobile in-game advertising: a high-growth opportunity
With mobile gaming reaching billions of players worldwide, the opportunity for in-game advertising on mobile platforms is accelerating. Formats such as in-race billboards, branded environments, and rewarded placements allow brands to appear in highly visible yet non-disruptive ways.
Mobile in-game ads are particularly effective for performance-driven goals such as app installs, product awareness, and trial, making them a critical lever for marketers targeting scale and measurable impact.
Strategic takeaways for omnichannel marketers
For marketers looking to maximise omnichannel strategies, in-game advertising offers a set of practical advantages:
Blend formats: Combine in-game with CTV, display, and social to reinforce messages across channels.
Respect the experience: Tailor creative to the gaming environment to maintain immersion.
Measure rigorously: Use brand lift studies and campaign tracking to demonstrate true impact.
Success lies not just in “being in games,” but in being strategic, relevant, and respectful of the player experience.
The future of in-game advertising
As cookies decline and ad-blockers rise, the demand for engaging, future-proof formats is growing. Intrinsic in-game advertising challenges the traditional advertising paradigm by becoming part of the entertainment itself, not an interruption.
With increasing adoption across industries and strong evidence of performance, in-game advertising is set to become a cornerstone of modern omnichannel strategies, bridging the gap between engagement and effectiveness.
Conclusion: from player experience to purchase
In-game advertising is proving itself as a powerful driver of full-funnel impact—from awareness to purchase. By blending seamlessly into gameplay, it creates memorable, non-disruptive brand moments that lift ad recall, brand identification, and purchase intent.
For marketers seeking to cut through digital saturation, the opportunity is clear: in-game advertising delivers measurable results without compromising the player experience. Now is the time to integrate this format into omnichannel strategies and unlock new pathways to consumer engagement.
Methodology of the report
The research is based on over 50 comprehensive analyses conducted between 2022 and 2024 by Happydemics, leveraging a database that spans 600 ad players, 60 industries, and 30 different formats. These analyses are not isolated metrics but part of a broader database normalised to establish industry benchmarks.
Combined with Anzu’s data from over 60 brand lift studies across regions and industries, this collaborative work brings together extensive cross-industry data with rigorous analysis to paint a comprehensive picture of how intrinsic in-game advertising stands out among digital formats. It features both qualitative and quantitative methods, ensuring findings are not only statistically significant but also strategically applicable.
