Millennials are the largest generation of online gamers, and no single title captures them – the games that reach this audience well span genres, not just user counts. Here’s the breakdown. Millennials make up the largest share of online gamers of any generation, and reaching them effectively requires buying across several genres rather than betting … Read more
Short answer: a gaming buy starts functioning like a real media line once it combines a branded in-game moment, standard paid reach, and creator amplification into a single, jointly measured flight – instead of buying one placement type and calling it a campaign. Below is a breakdown of how that structure works, illustrated with a … Read more
Short answer: direct-to-consumer only pays off long-term when the webstore is built around how players actually behave in a live game — not around a retail checkout template. Here’s the full breakdown of why, and what a player-first setup requires. Direct-to-consumer (D2C) sales get pitched to mobile studios almost entirely on one figure: 25–30% recovered … Read more
Short answer: Gen Z responds to ad formats that sit inside gameplay itself, triggered by something the player just did or something they chose to install, and largely ignores formats that pause or block the experience to demand attention. Below is the full case for why, along with how the leading gaming-native options stack up … Read more
The short version: in-game advertising leads all three channels on viewability and sustained attention, connected TV holds a strong but slipping second position, and social wins decisively on reach while scoring lowest on attention. Which is why the sensible plan buys all three for different jobs. That summary is the answer most people arrive looking … Read more
Going direct-to-consumer means owning the checkout – and owning the checkout means owning the tax, fraud, and chargeback liability that a platform store used to handle quietly. This guide breaks down what actually changes, and what to check before choosing how to handle it. Why D2C Isn’t Really About the Platform Fee The standard pitch … Read more
Gaming can now be measured with the same causal rigor as CTV and social, through geo holdout testing that isolates incremental lift rather than just counting impressions. What has historically blocked that measurement isn’t the method, it’s fragmented inventory that makes a clean holdout test hard to run. This guide covers how incrementality testing works, … Read more
No single channel wins on both reach and attention. Social delivers the largest audience, connected TV delivers household-scale branding, and gaming delivers the highest attention density per placement. Here’s the breakdown of how each stacks up and where each earns its place in a plan. Media planning has traditionally treated reach as the deciding metric … Read more
Direct-to-consumer webstores succeed or fail based on one variable: whether the payment infrastructure was built for retail or built for games. Here’s the breakdown. Studios evaluating a direct-to-consumer webstore almost always start with the same figure: a 25–30% savings on platform fees. That number gets the project approved, but it’s a poor way to measure … Read more
A gaming line item gets approved by proving four things – incremental reach, attention quality, campaign-level performance, and a built-in measurement plan – presented in that order. This guide breaks down each requirement and shows how the major in-game advertising platforms differ in solving for them. Why Gaming Still Struggles for Budget US game ad … Read more