In-Game Ads Play the Long Game

Just because someone is an avid gamer doesn’t make them impervious to DOOH advertising. In fact, it’s a great channel in which to reach them via geotargeting and complements the in-game advertising experience across devices. As always, DOOH is non-intrusive.

So why does only 5% of ad spend target the immersive, highly focused user platform of in-game advertising? A report from Cint, a global research marketplace that conducts surveys, seeks to answer this question with its latest report, “Game-On: Tracking the Value of In-Game Advertising.” The results were presented by Cint and Roblox at Advertising Week in New York earlier this month.

Laura Manning, SVP of Measurement at Cint, sat down with StreetFight for a closer look at the findings.

What are the barriers preventing marketers from committing larger budgets to in-game advertising?

Many marketers and media buyers are not well-versed in the gaming ecosystem, which is diverse and complex. There are also many platforms such as console, mobile, PC, cloud, VR making it hard to know where to start. Audience segments also vary widely. For example, there are hardcore gamers vs. casual mobile users. These variables require different advertising approaches.

How does in-game advertising compare to more established digital channels (like display or video) in terms of cost efficiency and return on ad spend?

It offers a unique and often cost-efficient option for brand awareness campaigns, particularly when evaluated on a CPM basis. Advertisers can reach a large audience within gaming environments at a relatively low cost per thousand impressions. However, the nature of many in-game advertising (IGA) formats presents a challenge for directly measuring performance-driven metrics like cost-per-click (CPC) or cost-per-acquisition (CPA).

Unlike traditional digital ads like display or video that often rely on clicks or conversions to track immediate user action, many in-game ads are designed for passive exposure, making it harder to attribute direct sales or leads.

Nearly half of surveyed gamers play daily, with 69% on mobile devices. What does this mean for advertisers trying to reach consumers in hyperlocal contexts?

Mobile games run on GPS-enabled devices, so advertisers can target audiences based on a gamer’s location, reaching them exactly where they are—whether at home, commuting, or near specific retail stores for example. This capability allows for real-time promotions of store visits, local events, or region-specific offers. Engagement habits of mobile gamers also provide consistent brand exposure, building familiarity and trust over time, which could be a big draw for local businesses.

The report says 52% of gamers say well-placed ads enhance their experience. What characteristics define an “effective” in-game ad versus one that feels intrusive?

Gamers aren’t anti-ad, they’re anti-bad-ad. Advertisers need to understand the key characteristics that make an effective in-game ad such as immersive, additive, respectful as opposed to intrusive ads that feel disruptive, irrelevant, or forced.

With one in two consumers saying they’d make a purchase after seeing an in-game ad. How should brands calibrate expectations compared to other performance channels like search or social?

IGA is best seen as a top-funnel channel that drives brand awareness, purchase intent, and long-term influence rather than immediate conversions. Unlike search or social ads, it doesn’t deliver direct clicks or sales, so success should be measured through brand lift, recall, and retargeting efforts.

The study found that 62% of gamers are likely to seek out more information on advertised products. How can advertisers best design cross-platform retargeting strategies to capture that intent?

Advertisers should use cross-platform retargeting strategies that build on post-exposure intent. They can partner with in-game ad networks to track device IDs and retarget users across social, search, display, and video platforms with personalized messaging. Creative should reference the original in-game experience and drive users to tailored landing pages or offers.

What steps are being taken to establish industry-wide measurement standards for IGA?

The industry is actively moving toward standardized, privacy-safe, and verifiable measurement in IGA. A few things we’re seeing are efforts around IAB/MRC guidelines, third-party verification partnerships, privacy-compliant attribution, and cross-platform reporting tools. While challenges remain, these steps are laying the groundwork for IGA to become a more trusted, accountable part of the media mix in the years to come.

How can local or regional brands—who may not have blockbuster budgets—leverage in-game advertising effectively, particularly on mobile?

It’s all about reaching people right where they are with smart, budget-friendly ads. Think geo-targeting to hit specific cities or local stores, using formats like rewarded videos or native banners. This way, brands can promote deals, new openings, or events exactly when players are most engaged. Pair that with clear calls to action and a little retargeting, and you can turn screen time into actual foot traffic, all without needing a massive national budget.

Looking ahead, what role will privacy-compliant, cross-platform measurement play in making IGA a mainstream part of the media mix?

In the year ahead, it’s going to be absolutely crucial to have privacy-compliant, cross-platform measurement in place if we want in-game advertising to really take off and become a trusted part of media strategies. This ability will give the industry the transparency and standardization needed to bring all those fragmented gaming platforms together and actually prove the ROI across the entire funnel. Once advertisers feel confident that they can measure performance in a way that respects privacy, IGA will shift from being an experiment to an essential part of reaching younger, mobile-first audiences.