James Draper, Bidstack CEO, shared his thoughts with The Drum on adland and how gaming and esports will change the industry for the better.
Gaming has been on the radar of advertisers for some time, but it seems to have become a more intriguing prospect in the collective consciousness of the industry over the past year or so. This may be down to technological advances that enable better quality, immersive advertising in-game or a wider reflection of the gaming market’s size, which is expected to reach more than $152bn this year.
High-profile brand activations within games such as Fortnite, the rise of influencers and increasing celebrity involvement in gaming have all propelled the industry into the limelight, but it has been a part of mainstream culture for years and comfortably outstrips both film and music in terms of revenue.
Recently the proliferation of streaming services such as Twitch and the popularity of video game content on YouTube has grabbed the attention of many advertisers. However, the launch of cloud-gaming platforms such as Google Stadia and Microsoft’s xCloud later this year are likely to represent an inflection point where brands start to view gaming as an important marketing channel that will be a part of their plans.
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