Jump to content
IAB PlayFronts Logo

Blog

IAB PlayFronts 2022 Recap

April 13, 2022

2 Articles lus

The gaming industry celebrated an incredible milestone when the IAB PlayFronts, an annual marketplace dedicated to advertising and partnership opportunities, kicked off its inaugural in-game advertising event on April 5, 2022.

The event saw brands of all shapes and sizes gather under one roof to discuss the next chapter of integrated in-game advertising. Buzzwords like the metaverse, NFTs, and blockchain were, of course, present, but the focus of the day remained on how games can successfully and authentically activate in the gaming space and reach the highly-engaged and valuable gaming audience. As Jonathan Stringfield, VP, Global Business Research & Marketing at Activision Blizzard Media stated. “As an industry, we need to be good at making clear when there’s opportunities here. When we’re top of mind for folks, when people are excited about it, let’s engage with them."

Jonathan Stringfield IAB PlayFronts 2022

Jonathan Stringfield, VP, Global Business Research & Marketing, Activision Blizzard Media

Jonathan presented alongside Kelly Drake, Senior Director, US Sales, Activision Blizzard Media, sharing new research from Activision Blizzard Media’s whitepaper:  The Engagement Game: How Gaming Has Transformed Entertainment Consumption. Their presentation highlighted gaming’s powerful influence on the way consumers have learned to interact with emerging technologies and how gaming will continue to lead the way through their adoption.

During the presentation, Kelly elaborated on the unique nature of rewarding gamers instead of interrupting them, “Each and every ad offering we bring to market is designed to make the game experience better for our players, and in turn, a bigger impact for our brand partners.”

Kelly Drake IAB PlayFronts 2022

Kelly Drake, Senior Director, US Sales, Activision Blizzard Media

Among the most powerful takeaways from the presentation is how the generation that once grew up gaming is now the head of their households, making purchasing decisions for their families; the definition of “gamer” has grown to include lawyers, teachers, and financial professionals, and beyond.

Watch video: "Gaming The Media Ecosystem"
IAB PlayFronts 2022 Presentation Takeaways

The Engagement Game - Title Page

The Engagement Game: How Gaming Has Transformed Entertainment Consumption examines gaming’s role in daily life and its place among other popular entertainment activities. Although gaming may be presumed by those new to the industry as an activity engaged only during prime time hours or limited to traditional gamer stereotypes this report details how gaming for all audiences is now a key part of people entertainment consumption. Gaming is emerging as a new opportunity for brands to align with their target audience in new and compelling ways.

Candy Crush Tiffi

Get the full report today

Rapport de téléchargement

For more information about Activision Blizzard Media’s in-game ad experiences, click here or contact ads@activisionblizzardmedia.com to set an appointment to learn more.

Game Theory

Subscribe to our core insights and news

LES DERNIERS CONTENUS ET ACTUALITÉS

Voir tous

Antonio Miller, Research Manager of Advertising Insights, Activision Blizzard Media

Antonio Miller, Research Manager of Advertising Insights, Activision Blizzard Media

April 16, 2024

Why Multiplatform Players are More Receptive to Advertising

As the gaming industry continues to take its place in the entertainment ecosystem, understanding the different audience segments becomes increasingly critical for brands looking to tap into this lucrative market.

lire maintenant

April 03, 2024

IAB PlayFronts 2024 Recap

The IAB PlayFronts 2024 marked a significant milestone in the digital entertainment sphere, bringing together industry innovators to share insights and chart the future of interactive media for the third year in a row.

lire maintenant

Melinda Spence, Head of Global Advertising Insights, Activision Blizzard Media

Melinda Spence, Head of Global Advertising Insights, Activision Blizzard Media

February 21, 2024

7 Facts About the 87% of Moms Who Game

The "Gamer Mom" is a demographic that's rewriting the rules of the gaming world.

lire maintenant

Voir tous

Promouvez votre marque avec nous.

Renforcez la notoriété de votre marque grâce à une publicité à haut rendement.

Grâce à nos décennies d'expérience et à notre portfolio légendaire qui comprend des franchises de jeux emblématiques telles que Candy Crush™, Call of Duty®, World of Warcraft® et StarCraft®, nous permettons aux marques de communiquer avec des centaines de millions d'utilisateurs actifs dans le monde entier.

Pour vos demandes relatives aux médias, contactez
abm@activision.com

Étape 1 sur 2

Commençons par le commencement...

Candy Crush Tiffi

Étape 2 sur 2

Maintenant, dites-nous qui vous êtes et ce qui vous intéresse...

Spyro the Dragon

Votre message a été envoyé.

NOUS VOUS CONTACTERONS PROCHAINEMENT !

Merci de nous avoir contactés. Veuillez consulter votre boîte de réception pour obtenir des informations importantes sur les prochaines étapes.

Overwatch Starcraft

Le Contrat de Licence et de Service Logiciel va être mis à jour. Veuillez suivre sur ce lien [https://www.activision.com/fr/legal/ap-eula] pour voir ces modifications.