7 Predictions That Prove 2025 Could Be the Year of Game Advertising

From immersiion to AI to attention, here are the trends bringing the industry to the forefront.

The rise of gaming as a mainstream cultural and entertainment medium has been undeniable, with over 3.4 billion gamers globally. But could 2025 mark the year game advertising moves from an experimental channel to a cornerstone of digital advertising, akin to the ascent of mobile and video ads? iion’s experts believe the answer lies in the convergence of these groundbreaking trends reshaping the landscape.

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1. The rise of zero-party data strategies.

“Despite Google delaying the deprecation of third-party cookies, the market will continue to pivot toward privacy-first, user-centric advertising practices in the game industry,” predicts Wout van Damme, iion co-founder. Publishers, who historically collect limited user data, will begin adopting zero-party data strategies, where users voluntarily offer information in exchange for rewards like game credits. “This increases the value exchange between the publisher and the user,” Wout explains, positioning gaming as a leader in privacy-first innovation.

2. Attention metrics redefine media buying.

Gaming ads are evolving from experimental to essential. “In-game ads will see a rise, mainly through higher accessibility, more measurable brand outcomes, and growing consumer acceptance,” says Andrew Woodhead, iion’s Head of Advertiser Success. With formats like rewarded video and interactive ads delivering superior engagement, advertisers are prioritizing attention-focused KPIs. This shift positions in-game advertising as a core element in media strategies, particularly for reaching Gen Z and other key demographics.

3. Ad quality becomes the key to brand investment.

“Gaming publishers will diversify their ad revenue and look beyond just performance campaigns to attract more brands,” says Giuseppe Martoriello, iion co-founder. This shift, Giuseppe explains, will be driven by “ad quality playing a critical role” and robust measurement tools that help brands evaluate and trust gaming as a reliable channel for investment.

4. Building “content loyalty” into gaming.

Rupert Pay, Head of Advertiser Sales, AU, predicts the rise of “content loyalty” as a pivotal trend for in-game advertising. “If you look at something like Roblox, 41% of our audience is now over the age of 17. Basically, people are growing up with these games, but they’re not leaving them,” he explains. This loyalty offers brands a unique opportunity to connect with audiences that stick around, making gaming an ideal channel for long-term customer engagement.

5. AI becomes the ultimate game changer.

“Advertising will just become more and more leveraged in day-to-day digital advertising,” predicts Yun Yip, iion’s Chief Commercial Officer. She envisions a future where gaming ads are as ubiquitous as video or social ads, integrated into strategies through immersive experiences. AI will drive this shift, enhancing user experiences and providing deeper measurement capabilities to solidify gaming’s role as a core medium.

6. From awareness to action—full-funnel measurement goes mainstream.

“Full-funnel measurement will become the norm for brands and ad agencies when they advertise in gaming,” says Sanjaya Molligoda, iion co-founder. He explains that tools like iion’s self-serve platform already allow advertisers to measure effectiveness across the entire funnel, from awareness to performance. “This also means brands and agencies can now easily compare the effectiveness of game advertising against all other media channels,” Sanjaya adds, ensuring gaming becomes an “always-on” media channel.

7. A surprising new audience of skill-building gamers. 

Fractional CMO Som Puangladda predicts the emergence of a new gaming demographic: corporate professionals. “From gamification to multiplayer experiences, they’ll use gaming for teamwork, team building, and above all, training,” she explains. This trend presents fresh opportunities for brands to align with innovative, purpose-driven gaming experiences that extend beyond entertainment.

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