Advertisers eye in-game ads as audiences swell in lockdown

Gaming has always been valuable, but underutilized by advertisers — until now. Fortnite reinvigorated casual gaming for a variety of audiences, and stay at home orders has done the same for advertisers. Whether it’s a sharp increase in Twitch viewership or a jump in esports influencers on TikTok, people are playing and watching games to keep themselves distracted during these difficult times.   “All the consumption of gaming during the lockdown has further legitimized it as a proper entertainment marketing vehicle,” said Misha Sher, Mediacom’s worldwide vp of sport and entertainment.   In particular, there’s growing interest in how to run campaigns inside of video games. In-game events, whether it’s a Travis Scott rap concert in Fortnite or a football tournament recreated in FIFA 20, are giving advertisers a better understanding of the opportunities for gaming partnerships.

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