Blog post
of Gen Z games daily
of U.S. mothers are gamers
viewability in-game
Gaming’s evolution in 2025 reinforces its dominance as a cross-platform, high-attention medium. From daily engagement to immersive ad experiences, brands that understand players’ habits and motivations can create deeper, more effective connections across every platform.
As we dive into 2025, the gaming landscape continues to evolve at a breakneck pace, reshaping how audiences engage with media and, in turn, how marketers approach their strategies. At global industry events, gaming is proving to be a central focus for many conversations about the future of media consumption.
Here are the key trends that advertisers need to know about the state of gaming this year:
Gaming has firmly established itself as one of the most significant digital channels for engaging audiences, especially Gen Z, 54% of whom engage with gaming on a daily basis (Activision Blizzard Media Winter Holiday Survey via Toluna Insights, December 2024 (Base: US Adults 18+)). This level of engagement highlights gaming’s growing relevance among new generations, reinforcing its role as a primary entertainment and social platform. As gaming becomes more embedded in players’ lives, its influence continues to expand. These audiences are interacting with gaming content across diverse platforms and playstyles—mobile, PC, and console. For brands, the challenge lies in meeting gamers where they are, understanding their preferences, and crafting strategies that resonate across these modalities.
Today’s gamers don’t limit themselves to a single platform. Instead, they move seamlessly between mobile, PC, and console, depending on their preferences and lifestyle. While mobile gaming remains the most populous, encompassing 79% of gamers, 42% of mobile gamers also play on PC or laptops, and 55% of mobile gamers also play on console (Activision Blizzard Media, Premium By Design, 2023) The future of gaming lies in embracing cross-platform experiences that allow players to engage wherever and however they choose.
For advertisers, this means adopting an integrated approach that reaches players across platforms at various times during the day while respecting the unique characteristics of each. Success lies in creating campaigns that are adaptable and tailored to these varied experiences.
Despite progress, misconceptions about gaming audiences persist. Gaming is still often associated with young men, despite data showing that today’s gamers represent a diverse range of demographics, interests, and behaviors.
For marketers, the opportunity lies in challenging these outdated perceptions by using data-driven insights to better understand and represent the full spectrum of gaming audiences. This includes highlighting stories and case studies that showcase the diversity and depth of gaming communities. For example, 87% of mothers in the US are gaming, while 1 in 5 gamers across the whole world are women with children. (Activision Blizzard Media, Mom’s Got Game, 2023)
Gaming stands out as a critical driver of attention in today’s fragmented media landscape. With immersive gameplay experiences, gaming achieves a 99% viewability rate for ads—far surpassing online video (87%) and social media (79%) (Dentsu, Attention Economy: Gaming, 2024). This attention is fueled by emotional connections that gaming fosters, as players rank gaming as the top platform for feeling happy (57%) and engaged (67%) (Activision Blizzard Media, Play It Forward, 2024).
For advertisers, this deeply engaged audience represents a unique opportunity to deliver impactful, non-disruptive ad experiences. Games like Candy Crush Saga, for example, demonstrate how seamless, immersive environments sustain attention and enhance ad effectiveness, with in-game ads creating strong, positive brand associations.
To succeed, brands must view gaming not as a niche channel but as an essential part of their broader strategy, leveraging thoughtful integration to align with players' natural engagement patterns. Immersion not only drives emotional resonance but also boosts advertising outcomes, with 80% of immersive experiences predicting consumer action and memory, and sales increasing by 83%.
While gaming has become a major force in media and advertising, many brands and advertisers still lack a nuanced understanding of the gaming landscape and its audiences. As gaming evolves, so too does the way people engage with it, from motivations and preferences to play patterns across demographics.
For advertisers, keeping pace requires ongoing education—not only to understand the latest trends and technologies but also to recognize the diversity within gaming audiences. Misconceptions about gamers can limit the effectiveness of campaigns, while informed strategies that align with audience behaviors can drive meaningful results.
Brands that invest in learning more about the gaming ecosystem will be better equipped to navigate this dynamic channel. Whether through research, industry events, or partnerships with gaming experts, education is key to unlocking the full potential of gaming as a marketing channel.
2025 is shaping up to be a transformative year for gaming and advertising. The year’s early conversations underscore the need for a more holistic approach to gaming strategies, one that integrates insights about audience behavior, leverages cross-platform opportunities, and breaks down misconceptions about who gamers are.
At Activision Blizzard Media (now Microsoft Advertising), we’re excited to be at the forefront of this evolution, helping brands unlock the full potential of gaming in the attention economy. Whether it’s through immersive ad experiences, cross-platform campaigns, or addressing the stereotypes still lingering in the space, the opportunity is vast, and the time is now.
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