ReportAnzu
The Intrinsic In-Game Advertising Key Trends Report H1 2025
1 Jan 202537 pages~18 min full read
Intrinsic in-game advertising (IIGA) delivers 2,957 attentive seconds per thousand impressions, nearly triple the performance of Facebook Infeed.
See it on page 30Adopting IIGA drives a 20-point lift in ad recall and a 21% lower cost per acquisition (CPA) compared to standard digital benchmarks.
See it on page 33Mobile platforms provide 25 times the scale of impressions and greater audience diversity, while PC and console platforms offer superior immersion through longer session lengths.
See it on page 12Advertisers can optimize budgets by shifting to an 'always-on' strategy, specifically targeting Q1 when CPMs are lower but engagement remains consistent.
See it on page 15Sports and racing titles show engagement peaks aligned with real-world events, whereas simulation games provide a consistent, female-skewing audience.
See it on page 26While North America and Europe command the highest CPMs, APAC and LATAM represent cost-effective regions for audience growth.
See it on page 14Intrinsic in-game advertising (IIGA) has transitioned into a measurable, high-impact media channel that allows brands to reach premium gaming environments through buying approaches similar to traditional digital and broadcast media. The primary thesis of this analysis is that gaming offers a unique, year-round engagement opportunity that remains consistent even when traditional channels like television and social media experience seasonal dips. By integrating non-disruptive, native ads into gameplay, advertisers can achieve significant full-funnel impact, including a 20-point lift in ad recall and a 21% lower cost per acquisition (CPA) compared to standard goals.
The findings are based on aggregated internal data from 105 games and 333 direct advertisers, supplemented by third-party research from partners such as IAS, Lumen, and Comscore. The scope is global, with specific insights covering North America, Europe, LATAM, and APAC throughout the 2024 calendar year. While mobile currently offers 25 times the scale of impressions and greater audience diversity, PC and console platforms provide superior immersion, with significantly longer session lengths and higher total playtime per user.
Key data points highlight that IIGA outperforms traditional digital formats in attention, delivering 2,957 attentive seconds per thousand impressions—nearly triple the performance of Facebook Infeed. Regional trends indicate that while North America and Europe command the highest CPMs, emerging markets like APAC and LATAM offer cost-effective growth opportunities. Furthermore, genre-specific data reveals that sports and racing titles see engagement peaks tied to real-world competitions, while simulation games offer a steady, female-skewing audience. The report concludes that advertisers should move beyond seasonal buying habits to capitalize on gaming’s "always-on" nature, particularly during Q1 when CPMs are lower but engagement remains high.
