In-game advertising is an $11 billion market, and Orange 142 has released a guide to help marketers unlock the opportunity.
Orange 142 released a new best practices guide focused on in-game advertising. The guide is designed to help marketers unlock the full potential of gaming as a marketing channel, connecting with audiences in immersive environments without disrupting the player experience.
Gaming platforms are one of the most engaged digital channels globally, with more than 3.2 billion people playing across mobile, PC, and console. As the market for in-game advertising surges toward $11 billion by the end of this year, the opportunity is clear. Among the tips? Use no more than seven words in your ad. And get your message across in three seconds.
Still, many brands remain unsure how to enter the space effectively. Orange 142’s Emerging Channels Council created this guide to simplify the landscape for marketers, helping advertisers navigate formats like rewarded video, native placements, and Twitch sponsorships. At the recent IAB Playfronts event, Zoe Soon, vice president of the IAB Experiences Center, noted that gaming commands only around 5% or so of the world’s advertising budgets.
“In-game advertising allows brands to reach audiences when they’re fully immersed and open to new experiences if done right,” said Lindsey Wilkes, SVP, Business Development at Orange 142. “To accomplish this successfully, marketers require a better understanding of how to show up in these spaces in ways that enhance, rather than interrupt, the experience. With this new guide, we’re giving marketers a clear roadmap for doing just that.”
A Playbook for Reaching Gamers Authentically
The Gaming Best Practices Guide offers a comprehensive look at why in-game advertising is growing so quickly, how brands can do it well, and what to avoid. It covers emerging trends, platform dynamics, and evolving measurement techniques. The guide breaks down complex ad formats into clear use cases that help marketers:
- Understand the range of in-game formats from rewarded ads to dynamic product placements
- Match ad types with campaign goals and gamer behaviors
- Tap into powerful targeting capabilities, including behavioral, contextual, and device-based approaches
- Ensure brand safety and avoid interruptive or poorly matched placements
- Measure viewability, engagement, and attribution in a gaming environment
- Embrace emerging tech like VR, programmatic delivery, and generative AI integrations
Too often, brands will fail when trying to be authentic with game audiences. From mobile games to live esports events, gaming now rivals TV and social media for consumer attention. With real-world examples and hands-on tips, the guide shows how marketers can integrate into the gaming experience in ways that feel native and drive real results.
Austin, Texas-based Orange 142 is a division of Direct Digital Holdings (the ninth Black-owned company to go public) and a leader in digital marketing and advertising for mid-market brands.
On the buy-side, Orange 142 delivers customized, audience-focused digital marketing and advertising solutions that enable mid-market and enterprise companies to achieve measurable results across a range of platforms, including programmatic, search, social, CTV, and influencer marketing.
The post How brands can pursue the $11B in-game ad opportunity | Orange 142 appeared first on Venture Beat.
