What will it take to get brands to increase their gaming spend in 2024?

After an explosion in global gaming activity during the COVID-19 pandemic, gaming came back to the ground somewhat in 2023 — but it is now firmly established as one of the most popular entertainment channels, and perhaps even the most popular, according to a 2023 study by Deloitte. Yet stakeholders in the gaming marketing and advertising industries feel that brands’ marketing spend in gaming has not yet scaled up to match this potential opportunity.

December 27, 2023

What will it take to get brands to increase their gaming spend in 2024? Gaming advertising is still in its early days, with some brands remaining skeptical about spending more on that sort of content. Going into 2024, convincing marketers to spend more confidently in gaming will be key to the success of companies in the space. Additional coverage: Throughout the year, Digiday+ Research tracked the ups and downs in the media and marketing industries through regular surveys of publisher, agency, brand and retailer professionals. We round up the biggest trends of the year, based on the data that resonated the most with our readers. Four heads of editorial teams shared with Digiday their approach to generative AI next year will be cautious and slow. Other things to know about The Digiday Video and TV Awards recognize the companies modernizing video and TV. Enter for the chance to showcase your team's achievements alongside past winners from Roku, Vevo, PinkNews and more. Retailers are monetizing first-party data via commerce media to deliver brands valuable shopper insights to improve messaging, engagement, campaign performance and more. Sponsored by Nexxen. Amid increasing competition and a complex shopping journey, brands must convert consumers to purchase faster than ever if they intend to capture their spend. To do so, they’re leveraging machine learning to predict key marketing opportunities. Sponsored by Klaviyo. Top Stories Gaming & Esports What will it take to get brands to increase their gaming spend in 2024? After an explosion in global gaming activity during the COVID-19 pandemic, gaming came back to the ground somewhat in 2023 — but it is now firmly established as one of the most popular entertainment channels, and perhaps even the most popular, according to a 2023 study by Deloitte. Yet stakeholders in the gaming marketing and advertising industries feel that brands’ marketing spend in gaming has not yet scaled up to match this potential opportunity. howdy! Future of Measurement Digiday+ Research roundup: Third-party cookies, Meta's platforms and generative AI were 2023's biggest trends Throughout the year, Digiday+ Research tracked the ups and downs in the media and marketing industries through regular surveys of publisher, agency, brand and retailer professionals. We round up the biggest trends of the year, based on the data that resonated the most with our readers. Sponsored by TextNow The advertiser’s guide to in-app mobile Advertisers are tapping into the carrier-cutting environment, such as in-app telecom services, to utilize formats unique to the space and secure a loyal customer base. Advertisement howdy! Generative AI Newsroom leaders will take a more cautious approach to generative AI in 2024 Four heads of editorial teams shared with Digiday their approach to generative AI next year will be cautious and slow. Sponsored by Activision Blizzard Gaming is a lifestyle for moms, and marketing is taking notice Gamer moms are seasoned players, with nearly 60% having played for over 10 years. Their reasons for playing as well as the types of games they play are diverse, further cementing gaming as a mainstream form of entertainment. howdy! Equality and Opportunity Publishers’ efforts to diversify their workforces slows in 2023, but heads of DEI point to progress It’s been over three years since the media industry’s white and male-dominant composition was put under a microscope. Some of those efforts seem to have lost their steam, as publishers delay publishing their annual workforce diversity reports and initiatives slow down amid economic pressures. Advertisement Sponsored by Kochava How marketing mix modeling is complementing advertisers’ campaign tactics Marketing mix modeling is helping advertisers quantify external sales factors — from weather changes to major public events. howdy! Brands in Culture Marketers no longer have total control of their brand narratives. Now they're spending time influencing influencers How an influencer talks about a brand can have a direct impact on a brand’s perception, sales and overall stature in a way that has marketers spending more time figuring out how to influence influencers. howdy! Strategizing for the Future ‘More volatile now’: Digiday editors share top takeaways from 2023 For the Digiday Podcast’s last episode of the year, Digiday editors discuss their top takeaways from 2023. All Latest Stories

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