The vast majority of advertisers who buy ads in video games (91%) no longer consider gaming to be an experimental media channel. But ad spend in games still lags behind audience engagement.
As console gaming evolves, mobile provides a blueprint for solving the challenges around attribution, formatting, targeting and integration in free-to-play (F2P) games. To thrive, subscription-based gaming businesses need other means of monetization, and the F2P model is a viable alternative simply because it opens up many other opportunities for revenue besides in-app purchases.
