1、Monetarizing the gaming universeHow ads in games can add to gamesIn-GameAuthorsKrzysztof Kania2023WhitepaperAdvertising(IGA)Making meaning without taking the fun out of the experience.The gaming industry has quietly grown to annual revenue of more than$200bn.According to some estimates,the gaming in

2、dustrys revenue exceeds that of movies and music combined.Outside of the interested public,however,only major deals,like Microsofts blockbuster acquisition of Activision Blizzard for almost$70bn in January 2022,make the general news.Given the size of the industry and the prevalence of gaming it is n

3、ot surprising that advertising in computer gaming has become a major industry in recent years.With the increasing popularity of gaming,companies began to recognize the potential for reaching a large audience through in-game advertising.Also,subscriptions for gaming(such as Game Pass for Xbox offered

4、 by Microsoft,which currently has about 25 million subscribers and Sonys PlayStation Pass which has about 29 million)seem to follow subscription services for TV streaming,such as Netflix,which in late 2022 announced the introduction of a basic plan with ads:Advertising with a dedicated and known aud

5、ience is too good an opportunity and too much revenue to pass up.2But does in-game advertising really work?While conclusive research has yet to supply a clear and overarching answer,it can be extrapolated that because game environments are designed to be highly engaging and immersive,and games are b

6、uilt to capture and hold attention,this level of engagement can be translated into brand awareness and recognition.In addition,specific demographics and audiences can be easily targeted and reached.The creative freedom that comes from not being constrained by the limitations of the real world of adv