WPP
Organization1 article
WPP is a global advertising and marketing communications company that works with brands on media, creative, production and consultancy. It publishes articles on marketing topics, including advertising in gaming.
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How Non-Endemic Advertisers Are Proving the ROI of Gaming
The gaming industry is transitioning from an experimental marketing channel to a core component of brand strategy, as non-endemic advertisers increasingly demonstrate measurable return on investment.
- Gaming is shifting from an experimental 'innovation budget' line item to a core channel where brands like JBL and WPP are actively proving ROI.
- Successful non-endemic advertising requires brands to move from passive adjacency to active participation by enhancing the in-game experience to build trust and memory.
- Effective gaming strategies prioritize contextual relevance over traditional demographics, as individual players engage with different brands based on their specific in-game mood and activity.
OverwolfOct 2026