'We want our brands to be where people are': As gaming becomes a culture touchstone, advertisers toggle in

As the gaming audience grows, advertisers have a new batch of businesses pursuing their media dollars — video game developers.

December 01, 2020

Video games are often ad free, but increasingly they're not brand-free. With branded characters, one-off events and even programmatic ads, marketers are finding more ways to get their brands into games — big picture, gaming has gone mainstream. And it was already well on its way to taking up a larger portion of attention away from other entertainment mediums but marketers hadn't gambled on this shift happening so fast. When they finally did catch a glimpse of gaming as a cultural touchstone at the onset of the pandemic they didn't have a playbook for in-game ads. Read more below. As the gaming audience grows, advertisers have a new batch of businesses pursuing their media dollars — video game developers. CollegeHumor isn't a spring chicken anymore and in January, IAC decided it was no longer willing to finance the comedy video publisher. New owner Sam Reich still believes in the brand, though. Last week, the food and dining-focused publisher The Infatuation added something notable to its menu, rolling out its first marketplace of goods and services. The 30 Under 30 franchise has given Forbes another avenue to sell its advertising clients on cross-platform campaigns for top dollar. Other things to know about Brands are striving to become more experience-led online through personalized product recommendations, customer reviews and product tutorials, but as e-commerce is set to boom they'll need to do more to cater to consumers. Sponsored by Tipser. The pandemic has disrupted traditional creative and buying models — but marketing teams that have responded quickly are realizing new opportunities in the midst of change. This new article highlights how teams are collaborating on a global scale but operating as a single agency in a time of disruption. Sponsored by Fiverr. Top Stories Brands in Culture 'We want our brands to be where people are': As gaming becomes a culture touchstone, advertisers toggle in As the gaming audience grows, advertisers have a new batch of businesses pursuing their media dollars — video game developers. howdy! Business of TV 'I believe enough in this to try to do it myself': CollegeHumor owner Sam Reich on the brand's future potential In January, IAC decided it was no longer willing to finance CollegeHumor and sold it to Sam Reich, who had joined the company in 2006 to build out original video. Sponsored by Dugout The value of first-party data and contextual targeting for video For video advertising, the focus is turning to first-party insight and contextual targeting options, and in many cases publishers are well-placed to act on this new era of privacy-compliant marketing. Advertisement howdy! Content & Commerce 'Outside the four walls of a restaurant': Why The Infatuation cooked up a marketplace model during the pandemic The NYC-focused marketplace, which offers everything from private dinners to cooking classes, will be braided into the rest of the Infatuation’s business next year. howdy! Beyond Ads How Forbes' 30 Under 30 franchise has become a top selling point for the brand The 30 Under 30 franchise has given Forbes another avenue to sell its advertising clients on cross-platform campaigns for top dollar. All Latest Stories Business of TV ‘I believe enough in this to try to do it myself’: CollegeHumor owner Sam Reich on the brand’s future potential In January, IAC decided it was no longer willing to finance CollegeHumor and sold it to Sam Reich, who had joined the company in 2006 to build out original video.

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