IAB UK
Organization1 document
IAB UK is the trade body for digital advertising in the UK, with media owners, agencies and brands as members. It publishes industry articles and research, including on advertising in gaming.
Documents
Article
IAB UK Gaming Upfronts 2026: Why Advertising Lost Its Grip on Gaming
The advertising industry faces a significant challenge in effectively engaging the gaming audience, primarily due to outdated strategic approaches that treat gaming as a niche segment rather than a broad, high-attention media environment.
- Overwolf reaches over 113 million monthly gamers across hundreds of titles and premium gaming websites.
- Advertisers frequently fail to capitalize on gaming because they incorrectly categorize 'gamers' as a niche segment rather than a broad, high-attention media environment.
- Industry reliance on 'single-title thinking' limits the scale and effectiveness of advertising campaigns within the gaming ecosystem.
OverwolfOct 2026