▪ The rapid growth of the video games industry opens a new channel for potential advertisers to embed their own campaigns within the most popular games. The Global In-Game Advertising Market was valued at $6.7bn in 2021 and is forecasted to reach a value of $12.4bn by 2028. Advertisers are awaiting new opportunities to reach mass audiences and video games are quickly rising as an efficient and economical medium to do so 

▪ Contrary to the preconception of the quintessential gamer, the demographic profile now encompasses an increasingly diverse group as the industry has matured and expanded. According to The Entertainment Software Association report, 48% of gamers are female, the average age of a player is 31 years old, and gaming experience is almost 14 years 

▪ Like the programmatic ecosystems, ad exchanges and agencies are connecting developers with brands that are simpatico and developing inventory within free-to-play games along with tools to measure the success of their offering