GEEIQ CEO Charles Hambro advises marketers to prioritize performance metrics and audience data over immersive creative executions when entering gaming platforms. Despite reaching 60% of US consumers, gaming currently accounts for only 2.4% of digital ad spend due to measurement challenges and platform-specific economic models.
The disconnect between massive engagement and low investment highlights a critical measurement crisis for streaming and digital media buyers. While platforms like Roblox offer high dwell times, the lack of traditional conversion funnels forces a shift toward engagement-based metrics that are difficult to compare against social media benchmarks. For the broader ecosystem, this suggests that gaming is evolving into a social layer rather than a siloed entertainment category, requiring brands to adopt creator-led strategies similar to TikTok. Watch for the November launch of Grand Theft Auto 6 to serve as a catalyst for brands to formalize these performance-based gaming frameworks.
As brands navigate these measurement gaps, contextual advertising adoption is becoming a primary strategy to reach gaming audiences without relying on invasive behavioral tracking. To further address these challenges, TV addressability strategy is increasingly being re-evaluated to better align with non-traditional media environments, while cross-platform measurement fragmentation remains a top priority for industry bodies.
Gaming platforms now reach 60% of US consumers, yet account for only 2.4% of total digital ad spend. This disconnect highlights a measurement crisis, as brands struggle to align engagement-based metrics with traditional conversion funnels. Experts suggest shifting toward creator-led strategies and integrating into existing titles rather than building standalone branded worlds.
Gaming ad spend lags because of a measurement crisis. Platforms prioritize player retention over the outbound referral links used in social media, making it difficult for brands to compare gaming performance against traditional social media benchmarks.
GEEIQ recommends that brands prioritize CPM discipline and performance data. Instead of building standalone branded worlds, brands should integrate into existing titles, similar to Ikea’s collaboration with Skyrim.
Gaming platforms currently reach 60% of US consumers, with platforms like Roblox and Fortnite functioning as social destinations where average session times exceed 11 minutes.
The November launch of Grand Theft Auto 6 is expected to serve as a catalyst for brands to formalize performance-based gaming frameworks.
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