BIG PLATFORMS ARE EMBRACING GAMING, BUT AD SPEND STILL LAGS

Summary from the TLDR Marketing newsletter

Gaming accounts for 23% share of screen time among Gen Z, but still captures less than 3% of US digital ad spend. The disconnect is caused mostly by buying complexity and fragmented inventory which are being addressed by recent innovations. As platforms like Roblox and Samsung introduce scalable, programmatic-friendly formats such as rewarded video ads and gamified ad breaks, gaming ads have a better chance to become a more integrated part of mainstream media strategies.