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At CES 2025, one session stole the spotlight for marketers and gamers alike: “Gamevertising: Immersive Brand Experiences in Gaming.” This talk highlighted how brands connect with gamers in creative ways. They do so through in-game sponsorships, campaigns, and even product placements. Are you curious about how brands are making their mark in the gaming world? Here’s the inside scoop from the experts who took the stage.

Why Gamevertising Is a Big Deal

Gaming has exploded into a global phenomenon with over 3 billion gamers worldwide. It’s no longer just a hobby; it’s a lifestyle. And for brands, this is a golden opportunity to connect with tech-savvy, engaged audiences.

Key Insights From the Experts

Let Data Lead the Way

Chirag Ambwani, a Senior VP at Sensor Tower, talked about using data to figure out what gamers actually want. He said, “The key to successful gamevertising is precision.” By analyzing player behavior, brands can find the perfect spots to place their ads—without being annoying.

For example, a fitness brand sponsoring a virtual marathon inside a game? Genius. Gamers loved it because it felt natural and relevant. But Ambwani was clear: “Gamers are smart. If it feels fake, they’ll notice.” So, brands have to make sure their ads really add to the experience.

Make It Fun and Interactive

Gabrielle Heyman, who leads brand partnerships at Zynga, shared some exciting ideas. One example? A fashion brand teamed up with a mobile game to let players dress their avatars in stylish outfits. It wasn’t just an ad; it was part of the game.

“It’s all about interaction,” Heyman said. When gamers get to engage with brands in fun ways, it sticks. She also pointed out that storytelling is key. If a brand’s message fits into the game’s story, it becomes a natural part of the world. It doesn’t feel like an interruption.

The Future Looks Wild

Claire Nance from Activision Blizzard had everyone excited about what’s next. With new tech like augmented reality (AR), brands will create ads that feel immersive. Virtual reality (VR) will also help them become part of a gamer’s world.

“Imagine walking through a game and stumbling across your favorite coffee shop offering a virtual coupon. That’s the future,” Nance said. She also emphasized that younger gamers want more than just cool experiences—they care about values. Brands that focus on things like sustainability and inclusion are winning big with Gen Z.

Takeaways for Successful Gamevertising

1. Authenticity Wins: Gamers value seamless integration. Use tools that enable in-game ad placements. Blend your brand naturally into the gaming environment. Consider a branded item or background feature that enhances gameplay.
2. Data Drives Success: Leverage analytics to understand player behavior, track engagement metrics, and identify the most effective ad placements. Precision targeting ensures your message resonates without disrupting the experience.
3. Embrace New Tech: AR and VR are revolutionizing advertising. Create immersive experiences with interactive 3D elements, virtual spaces, or augmented reality features that engage players in innovative ways.
4. Align with Values: Younger audiences prioritize meaningful connections. Showcase your brand’s values by incorporating them into gameplay, such as ethical decisions, sustainability initiatives, or diversity-focused narratives.

Gamevertising isn’t just about visibility—it’s about creating memorable, interactive experiences that resonate. Combine creativity with technical tools to stay ahead and engage with gamers on their terms.