Core Insights - 62% of consumers are likely to seek more information after seeing in-game ads, indicating a strong potential for brand engagement in the gaming sector [1][6] - 49% of respondents play video games daily, with mobile being the leading platform at 69% [6] - 52% of respondents believe in-game ads enhance their gaming experience when integrated well, suggesting that thoughtful creative can drive value [6] Advertising Opportunities - The research highlights the high engagement of consumers with video games and their receptiveness to in-game ads when executed effectively [1][3] - In-game advertising (IGA) is identified as a high-potential channel for advertisers, being interactive and immersive, but requiring better infrastructure for planning and performance tracking [4] Measurement Challenges - Most gaming environments are cookieless and closed to pixel-based measurement, posing challenges for traditional campaign analysis [2] - There is a clear need for privacy-safe, scalable solutions as brands aim to incorporate gaming into broader omnichannel strategies [2][3] Emerging Solutions - Server-to-server (S2S) integrations are emerging as a solution to bridge measurement gaps, enabling scalable and privacy-compliant tracking across gaming environments [3] - The report emphasizes the importance of cross-platform standards and privacy-first tracking as attention fragments across media [3]