Jump to content
IAB PlayFronts Logo

Blog

IAB PlayFronts 2022 Recap

April 13, 2022

2 minute read

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 are 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

Download Report

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.

Knowledge Share

Sign up to be notified of future content updates.

THE LATEST NEWS & CONTENT

View All

Meredith Worrilow

Meredith Worrilow

December 01, 2023

Player-Centric Pros: In-House Creative Agencies are Premium Partners for In-Game Advertising

Gaming has proven to be an incredible platform for premium audience engagement and immersive advertising.

Read More

James Curran

James Curran

November 21, 2023

Call of Duty: Mobile Player Profile

Call of Duty (COD) has been a trailblazer in the gaming industry since its inception in 2003. With regular releases and updates since, it has consistently dominated the market, making it a perennial favorite among dedicated gamers—so much so that our research shows 18% of all gamers are COD players.

Read More

November 06, 2023

IAB UK Gaming Upfronts 2023 Recap

In a future-focused exploration of the gaming industry, mentions of game IP and fandom stood out at the recent IAB UK Upfronts.

Read More

View All

Advertise With Us

Level up your brand awareness with high performance advertising.

With decades of experience and a legendary portfolio that includes iconic game franchises like Candy Crush™, Call of Duty®, World of Warcraft® and StarCraft®, we make it possible for brands to engage with hundreds of millions of active users all around the world.

For media inquiries, contact
abm@activision.com

Step 1 of 2

Let's start with the basics...

Candy Crush Tiffi

Step 2 of 2

Now, Tell us who you are and what you're interested in...

Spyro the Dragon

Your message has been sent.

WE’LL BE IN TOUCH!

Thanks for reaching out. Please check your inbox for important information on our next steps.

Overwatch Starcraft

The Software License and Service Agreement will be updated. Please follow this link [https://www.activision.com/legal/ap-eula] in order to see these changes.

Privacy Policy Update
We’ve updated our Privacy Policy. You can view the revised policy here. By continuing to use Activision’s websites, products or services, you acknowledge this revised Privacy Policy.