Every year the IAB convenes leaders in the Gaming and Immersive Media industry to discuss ways we can work together to accelerate brand investment and growth in the space. This article details the key take-aways from those discussions and their implications for the industry roadmap in the year ahead.
The Challenge
Ten years ago, the notion of advertising inside video games was largely considered experimental. Immersive media, particularly augmented and virtual reality, was still in its early stages, yet to fully reach mainstream adoption. Fast forward to today, and gaming has become a global phenomenon that surpasses many traditional forms of entertainment. With over 3 billion gamers worldwide, and an industry valued at over $200 billion, gaming is no longer just a niche interest—it’s a cultural powerhouse.
And within this ecosystem, immersive media, like augmented and virtual reality, is transforming how people experience not only entertainment but also education, social interaction, and even healthcare. Together, gaming and immersive media present an unparalleled opportunity for brands to connect with audiences in new, innovative ways.
But the advertising industry was built on newspapers, magazines, radio, television, direct mail, billboards, posters, and the internet. Gaming and immersive media, which we’re defining as any experience where a user can interact with and impact their experience, is a paradigm shift and one that’s already underway. The advertising industry needs to translate it into terms brands can understand, quantify and compare against other media without reducing it or devaluing it. This was the challenge given to attendees. Below are the discussions and decisions it inspired.
New media needs new measurement
As gaming and immersive media continue to reshape digital advertising, traditional success metrics like impressions, views, and reach are being scrutinized for their ability to fully capture the impact of these interactive campaigns. Are they still relevant, or do we need new approaches to truly measure engagement and ROI?
Success in immersive media requires a broader approach to measurement. While public metrics and third-party research are valuable, factors like brand loyalty, generational impact, and long-term engagement provide a more comprehensive view of success.
Brands must build ecosystems that span multiple platforms and environments, creating “third places” where users connect and engage beyond traditional commerce. Similar to how airport lounges build consumer loyalty for credit card companies, the future of consumer engagement lies in building authentic, multi-dimensional experiences that resonate with gaming audiences and foster long-term loyalty.
Gaming and immersive media is driving product sales across retail, CTV, and shoppable platforms
As gaming and immersive media grow in popularity, their integration with other media channels, such as retail media networks, connected TV (CTV), and shoppable content, is creating new ways for brands to engage consumers and drive sales.
To capitalize on the synergy that’s evident between gaming and other media channels, brands are encouraged to avoid treating gaming as an isolated channel. Instead, gaming should be integrated into the broader marketing strategy to complement other channels and enhance overall campaign performance. Gaming activations should align with the natural flow of a brand’s entire media stack for a cohesive approach.
Understanding audience behavior inside and outside gaming is essential. Brands can use first-party data to create seamless cross-device experiences. The evolution of second-screen usage and advanced data capture methods, like those from headsets, offer deeper insights for future strategies.
Communities are media channels in gaming and immersive media
The emergence of the creator economy is reshaping how brands engage with niche communities in gaming and immersive media. Education and breaking down stigmas surrounding gaming are vital for the industry’s growth. Brands that commit to long-term, authentic engagement with gaming communities can unlock significant opportunities in this evolving landscape, ultimately enhancing their marketing strategies and driving meaningful results.
Implications for the Industry Roadmap
Just as all roads lead to Rome, all discussions pointed to the need for the advertising industry to start widening the aperture of its planning and measurement systems to keep pace with the depth of engagement and consumer loyalty gaming and immersive media experiences offer brands. Specifically:
1. Elevate Gaming and Immersive Media in Mainstream Measurement
There is a need to elevate the discussion of gaming and immersive media within mainstream measurement frameworks. Current barriers include measurement complexities, fragmented activation efforts, and a lack of understanding of audience dynamics in these environments. Proposed solutions include developing common channel comparisons, enhancing pre-planning insights, creating guides for buyers and sellers, and taking PlayFronts—the only advertising marketplace for gaming and immersive media—on the road to increase visibility.
2. Establish a Framework for Valuing Gaming and Immersive Experiences
To effectively engage consumers in meaningful ways, brands need a robust framework for measuring gaming and immersive media experiences. Current measurement systems fall short in capturing the depth of this engagement. Summit leaders emphasized the necessity of a standardized categorization of ad types and called on the IAB to establish minimum measurement metrics based on each ad type.
3. Measurement Needed for Brand Interactions in Niche Gaming Communities
As brands look to capitalize on the creator economy, measuring brand interactions in niche gaming communities becomes crucial. Despite the opportunities these immersive experiences present, brands face challenges in assessing campaign success. A comprehensive range of flexible metrics is necessary to ensure consistency across various campaign goals and environments. Suggested metrics include average users, session duration, total live users, ad frequency, and audience size, providing a more holistic view of engagement.
The Future of Gaming and Immersive Media: A marketer’s roadmap
As gaming and immersive media evolve, brands must prepare for a future driven by emerging technologies and changing consumer behaviors. Spatial computing is a key trend, moving digital experiences from 2D to 3D, sometimes referred to as the “z-axis”. AR is expected to be a major driver over the next decade, particularly in its mobile and social applications. AR offers deeply personalized, co-created content experiences that resonate with users, making it essential for marketers to integrate AR with community-driven and personalized content. Commerce in VR is emerging as a key gateway for users to familiarize themselves with 3D spaces, though AR commerce faces challenges due to its multi-step checkout process.
Looking ahead, AI agents, audio devices, and virtual-first brands are poised to shape the next wave of immersive experiences. Marketers must adapt by preparing to engage consumers in both virtual and physical worlds, ensuring they stay ahead in this rapidly changing landscape.