Anzu’s Natalia Vasilyeva shares insights on intrinsic in-game advertising, from attention metrics and Gen Z engagement to the future of gaming innovation.
The gaming universe is exploding, drawing in billions of players globally and firmly establishing itself as the dominant force in entertainment and culture. For brands looking to authentically engage these diverse and highly attentive audiences, the old rules simply don't apply.
Intrinsic in-game advertising (IIGA), championed by our partners at Anzu.io, is designed to meet this moment. We recently sat down with Natalia Vasilyeva, EVP Marketing & Strategy at Anzu, to discuss the latest trends and the future trajectory of programmatic intrinsic in-game advertising.
Absolutely! This report is a big milestone as its compiles all the pieces of the measurement puzzle and brings together fresh data, expert commentary, and proprietary insights we've gathered alongside our partners. It's more than a collection of stats - it's a statement to the industry about the effectiveness, maturity, and momentum of IIGA.
This might surprise some, but our data is clear: IIGA is not just about awareness. It impacts lower funnel and delivers and average 8-point lift in purchase intent. It isn't just about eyeballs. It's about driving real, measurable consumer action. And, it also proves that when done right, in-game advertising is highly effective across the full marketing funnel.
Q1 also represents massive opportunity for advertisers and one that is often overlooked. CPMs usually dip, while player session length is at its highest, averaging 4.5 minutes per session. For brands in sectors like dating, fitness, and travel, aligning with New Year's resolutions presents a highly cost-effective opportunity to connect with consumers, making this an ideal time to plan impactful campaigns.
Here's another one that savvy media buyers should pay attention to - summer efficiency. Yes, when channels like CTV and linear TV experience a dip in summer (with CPMs dropping significantly, for instance -9.4% in North America and -21.1% in Europe), gaming CPMs are lower, but player activity remains consistently high. This is a clear opportunity for brands to maintain strong visibility and engagement when their competitors might be struggling to reach audiences through traditional means.
When it comes to gaming, the value of building a scalable multi-platform is only going up as each platform has its own nuances in scale and engagement. It's critical to understand that while PC and console gamers show significantly longer session lengths, total play time, and deeper engagement, mobile gaming offers immense scale - 25x the impressions, in fact. And, maybe most importantly, mobile brings a truly diverse audience, with 37% female players compared to 20% on PC and console. So, this isn't about choosing one over the other; it's about capturing both deep attention and extended reach.
We've also seen real-world events significantly amplify engagement when mirrored in-game. Sports and racing titles tied to major championships don't just offer contextual relevance; they tap into cultural moments that players are already deeply invested in. When a fan logs on to play during the World Cup, Formula 1 season, or a global tournament, the excitement they feel in real life carries over into the virtual arena. For brands, this creates a seamless opportunity to connect with audiences at the height of their passion, embedding messages within the very environments where that energy is most alive.
The first and perhaps most compelling reason advertisers are investing in IIGA is access to audiences who are otherwise difficult to reach. Gen Z and Gen Alpha aren't just online; they're living much of their lives in gaming environments. Research we carried out with SuperAwesome shows they already spend more time gaming than on social media. This is where the next generation of consumers is forming habits, communities, and brand affinities.
Equally powerful is the attention dynamic. Our research with Lumen shows that our intrinsic in-game ads achieve an average of 2,957 attentive seconds per 1K impressions, which is approximately 29% more attention than the overall digital advertising average. The reason is simple: intrinsic in-game ads behave like "slow media" and gamers aren't multitasking; gameplay demands full focus.
There's also the roe of in-game in amplifying omnichannel campaigns. We've consistently demonstrated that adding IIGA into traditional media mixes creates measurable uplift across channels, strengthening brand recall and engagement. Beyond reach, advertisers can also now target efficiently in a privacy-safe way.
Finally, advertisers are gaining the confidence to invest because the industry has matured. Thanks to third-party verified measurement and the IAB & MRC guidelines, we've built transparency, accountability, and brand safety into the foundation.
It's been almost a complete paradigm shift in how audiences are understood and engaged. When Anzu was founded eight years ago, the prevailing perceptions were often outdated. Gamers were stereotyped as "geeks in their basements" and IIGA was dismissed as disruptive pop-ups. For marketers, the relevance wasn't clear, and the standards to measure effectiveness simply weren't there.
Fast-forward to today, and gaming is recognized as a powerful medium. The most obvious audience trend has been the shift from niche to mainstream. Gaming is pop culture now. The stereotypes have fallen away, replaced by the reality that everyone plays. From fifty- and sixty-year olds passing time on mobile puzzles to competitive esports fans, the definition of a gamer has broadened dramatically. Even my mother understands what I do now - that's how deeply gaming has entered the cultural mainstream!
The gaming audience is a dynamic force, and staying ahead of its evolution is essential for advertisers. One of the most striking shifts is the rise of the "everyday gamer." Gaming has broken free from narrow definitions. The casual mobile player on their commute, the console enthusiast at home, and the PC gamer building vast worlds are all part of the same ecosystem. Brands need to move past outdated stereotypes and recognize the scale and diversity of this audience.
Tailoring strategy to this new reality means being omnipresent but also contextually relevant. Programmatic capabilities make it possible to identify the games, genres, and platforms where specific consumer segments spend time. A blanket approach no longer works. Success comes from placing messages where they naturally fit within the player experience, not where they feel forced.
Another key audience trend is the dominance of Gen Z and Gen Alpha. They're highly comfortable navigating virtual spaces and are deeply receptive to brand integrations that feel authentic and non-disruptive.
We're also seeing an accelerating diversity of gamers. Female players are now a significant force across all platforms, and gaming communities are truly global. For advertisers, this means messaging must be inclusive, culturally aware, and able to flex to local contexts.
Together, these shifts confirm that gaming is now mainstream. Crucially, gamers welcome brands that engage authentically, respectfully, and in ways that add value.
Looking three to five years ahead, I see in-game advertising evolving through several transformative shifts:
The first will be around immersion and interactivity. We’re moving far beyond static billboards. Ads will increasingly become part of the game’s mechanics or even woven into its narrative. Imagine unlocking in-game rewards through brand activations or browsing a virtual store for real-world products. These kinds of dynamic experiences will allow players to engage with brands in ways that feel meaningful and integrated rather than bolted on.
Another major development will be hyper-personalization at scale, delivered responsibly. Advancements in AI and machine learning are opening the door to highly sophisticated, real-time personalization of ad content. The goal isn’t to collect more personal data but to harness contextual understanding and aggregated behavioral signals to deliver the most relevant creative to the right player at the right moment. AI will also transform the creative process itself, enabling thousands of tailored iterations that adapt fluidly to different players and environments.
Measurement and attribution will also reach new levels of precision. We’ve already made huge progress, but the push for standardization and granularity will continue. Expect more advanced ways of tracking attention, brand lift, and conversion within 3D environments, alongside true cross-funnel attribution that links in-game actions to real-world outcomes. This will give brands a much clearer view of ROI and cement gaming’s place as a measurable, accountable channel.
In the next few years, programmatic intrinsic in-game advertising will solidify its place as an indispensable part of every modern media plan.
Summary
As Director of Marketing and Communications at Equativ, Amy leads the company’s owned content, social media, and public relations strategies. Collaborating with stakeholders across the organization, she writes on topics ranging from Equativ’s product innovations to broader industry trends.
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