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Gaming worth $184bn globally but advertiser spend is fractional

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Gaming

Two in five people worldwide are active gamers
26.7% year-on-year rise in average revenue per user for in-app gaming ads
A complex ecosystem, game publishers are working to build advertising capabilities and prove its effectiveness

WARC Global Advertising Trends | Gaming: Advertising’s untapped opportunity

01 August 2024 – Gaming has a vast global audience and is a key driver of culture, yet in-game advertising spend remains stubbornly low, according to WARC Media’s latest Global Ad Trends report, ‘Gaming: Advertising’s untapped opportunity’ released today.

Alex Brownsell, Head of WARC Media, says: “Gaming is huge, both in audience and cultural impact, and its highly complex ecosystem spans devices and platforms defying conventional definitions of a channel. Gaming has long been heralded as a vital emerging opportunity for brands, particularly those wanting to reach younger audiences.

“However, in-game advertising spend remains low. This may soon change, with game publishers focused on improving ad monetisation. But evidence is needed to make the case for gaming as an advertising medium.”

In this report WARC outlines key considerations for brands wanting to explore advertising opportunities in gaming:

In-game advertising investment growth remains slow despite its 3.4 billion audience and cultural impact

The worldwide games market generates revenues of $183.9 billion annually, far in excess of the music and movie businesses. Some 3.4 billion people globally play video games across age groups. Research by Newzoo has found that 72% of 35-54s and 46% of over 55s game at least once a week.

Nearly 90% of advertisers surveyed by the IAB agreed that gaming is a brand safe channel as a result of improved tools such as fraud deduction, context and age rating, ads interactivity and engagement metrics. Yet many marketers remain cautious of gaming as an advertising channel.

Enthusiasm around in-game ads peaked during the pandemic, but since 2021 the share of advertisers planning to increase spend on gaming has fallen by 20 percentage points, from 72% to 52% per WARC’s Marketer’s Toolkit 2024 survey.

US advertisers are forecast to spend $6.7bn on in-game ads in 2024, up 10.0% year on year. This is equivalent to only 3.7% of total US digital ad spend, according to Dentsu.

Gaming is a complex ecosystem rather than a singular channel

The gaming advertising ecosystem is bewildering, spanning devices, genres, formats, and market preferences. This is contributing to the slow uptake of in-game ads.

Brands can choose between numerous touchpoints to reach gaming audiences, including creator content on Twitch, user discussions on Discord, and e-sports sponsorships, meaning they aren’t reliant on nascent in-game formats.

Additionally, gamers themselves are not uniform. Over half (53%) play video games to escape from everyday life, while 63% see gaming as a good way to spend time with family and friends, per Microsoft-owned Activision Blizzard Media. Whilst mobile gaming is most common, nearly half (48%) play with more than one device per Newzoo.

Jo Pereira, SVP Strategy, Media Futures Group, EssenceMediacomX, says: “Gaming is a whole entertainment ecosystem, not a channel, and is stealing share from entertainment platforms. However, clients haven’t grown up with gaming, and feel less confident with the opportunities.”

Game publishers are working to build ad capabilities and prove the effectiveness of in-game ads

Gaming offers full funnel potential. However, while programmatically traded mobile app inventory is dominated by endemic gaming advertisers, most larger brands use in-game advertising to drive mid- and upper-funnel goals.

But understanding the overall impact of gaming can be challenging. Gaming companies and agencies are trying to step up, forming dedicated gaming practices to assist with media and creative requirements.

Gaming generates higher attention rates

Research by Dentsu, Lumen and Activision Blizzard Media found gaming environments generate higher viewability and attention rates, as well as more efficient cost. In-game rewarded video ads achieved a 100% on screen impression rate (exceeding the benchmark of 83%), an average of over 10,000 attentive seconds per thousand impressions.

Nina Fedorczuk , Chief Enablement Officer, Omnicom Media Group Asia Pacific, says: “Gaming requires attention. It’s unlikely that gamers multitask in-game; everything else is just background noise. ⟮For brands⟯ it’s a matter of keeping that attention, and not jolting gamers out of it.”

Gaming content commands active engagement

While Gen Z spends an average of 12.2 hours per week on games, there is also a generational shift to more active engagement: 53% of Gen Z consumers spend more than half of their time engaging with game IP in other ways than playing.

Consumers in markets like China, Hong Kong, Taiwan and Vietnam are more likely to use games to socialise, and according to data in WARC’s latest Spotlight South East Asia, 31% of Malaysian gaming consumers had bought a product they saw while playing games.

Game developers are moving to boost advertising revenue

In-app advertising has seen major growth in the past year. Data from Unity suggests a 26.7% year-on-year rise in average revenue per daily active user resulting from in-app ads, with simulation, casual and puzzle games seeing the biggest increase in in-app advertising.

Whilst gaming companies such Roblox are working hard to boost advertising revenue, such expenditure may be ineffective without adequate support in other channels, particularly social, which are key to facilitating discovery and engagement.

Netflix has reportedly spent $1bn on its gaming business since launching three years ago, with game downloads up 200% since 2022. Investment in gaming content has helped The New York Times to retain users with other digital platforms including LinkedIn and YouTube following suit.

Read a complimentary sample report of WARC’s Global Ad Trends – Gaming: Advertising’s untapped opportunity here. WARC Media subscribers can read the report in full. A WARC podcast discussing the findings outlined in the report will be available from 20 August.

Global Ad Trends is a quarterly report which draws on WARC’s dataset of advertising and media intelligence to take a holistic view on current industry developments. It is part of WARC Media, a subscription service which provides rigorous and accurate benchmarks aggregated and verified from over 100 reputable sources, empowering media decision makers to plan strategies with precision.

Energy

Venezuela Energy Week Confirms 19 August Date for Houston Industry Showcase

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Officially supported by Venezuela’s Ministry of Hydrocarbons and national oil company PDVSA, the Houston Industry Showcase will take place on 19 August, convening U.S. energy leaders ahead of Venezuela Energy Week 2027 in Caracas

HOUSTON, United States of America, August 10, 2026/APO Group/ –The organizers of Venezuela Energy Week (VEW) have confirmed that the Houston Industry Showcase will take place on 19 August 2026 at The Post Oak Hotel. Officially supported by Venezuela’s Ministry of Hydrocarbons and national oil company PDVSA, the event will bring together U.S. energy companies, investors and policymakers to explore commercial opportunities ahead of Venezuela Energy Week 2027 in Caracas in February.

The showcase will feature Minister of Hydrocarbons Paula Henao as a keynote speaker, providing an update on Venezuela’s energy priorities, investment agenda and opportunities for international partnership. Her participation underscores the country’s commitment to strengthening engagement with global industry as it seeks to expand production and unlock new upstream investment.

Bringing together exploration and production companies, independent operators, oilfield service providers, engineering firms, technology companies and financial institutions, the Houston Industry Showcase will examine opportunities across exploration, production optimization, infrastructure rehabilitation and field development.

As Venezuela works to increase oil and gas production, demand is expected to grow for the technical expertise of U.S. service providers in drilling, well intervention, completion services, production optimization, artificial lift, digital oilfield technologies and infrastructure rehabilitation. Houston-based industry leaders – including SLB, Halliburton, Baker Hughes, Weatherford and a broad network of EPC contractors, equipment manufacturers and specialized service companies – are well positioned to support the modernization of mature fields, improve operational efficiency and deliver the technologies and services needed for future upstream projects.

The Houston event follows a successful Industry Showcase in London, which brought together international investors, operators and energy service companies to explore Venezuela’s evolving investment landscape. Building on that momentum, the Houston edition will deepen engagement with the U.S. energy industry and strengthen commercial dialogue ahead of Venezuela Energy Week 2027.

Venezuela Energy Week – the country’s largest energy investment platform to date – has been confirmed for 22–25 February 2027 in Caracas. Organized by Energy Capital & Power, the event will bring together government leaders, investors and industry stakeholders from across the global energy value chain.

To register for the Houston Industry Showcase on August 19, visit https://apo-opa.co/4g0TncR. To learn more about delegate, sponsorship and partnership opportunities for the showcase or to secure your place at Venezuela Energy Week 2027 in Caracas, contact info@venezuelaenergyweek.com.

Supporting Venezuela’s Earthquake Recovery
Our thoughts are with the people and communities affected by the recent earthquakes in Venezuela. As the country begins the long process of recovery, we encourage members of the global energy community to support relief and reconstruction efforts through the CAF Recovery and Reconstruction Fund for Venezuela, which channels contributions from individuals, companies and organizations to emergency assistance, essential services and long-term rebuilding efforts.

To learn more or make a contribution, please visit the CAF Recovery and Reconstruction Fund for Venezuela (https://apo-opa.co/4hkvteE).

Distributed by APO Group on behalf of Energy Capital & Power.

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Islamic Development Bank Institute (IsDBI) Secures New Patent for Smart Stabilization System from Intellectual Property Office of Singapore

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IsDBI

The Smart Stabilization System is a pioneering digital market infrastructure designed to stabilize asset markets by intelligently managing supply-demand gaps and mitigating excessive volatility

JEDDAH, Saudi Arabia, August 10, 2026/APO Group/ –The Islamic Development Bank Institute (IsDBI) (https://IsDBInstitute.org) is pleased to announce that the Intellectual Property Office of Singapore (IPOS) has granted a new patent for its innovative Smart Stabilization System.

 

The patent was granted on 10 July 2026 under Singapore Patent No. 10202250873B for the invention titled “A Computer Network Stabilization System and Method.” The patent application was filed on 1 September 2022 and was formally granted following a comprehensive review process.

This achievement reflects our commitment to translating pioneering research into practical solutions that contribute to economic resilience and sustainable development

The Smart Stabilization System is a pioneering digital market infrastructure designed to stabilize asset markets by intelligently managing supply-demand gaps and mitigating excessive volatility. Leveraging sophisticated algorithms and advanced simulation models, the system is designed to anticipate supply and demand imbalances and implement programmable stabilization measures before they escalate into market disruptions.

Unlike traditional stabilization mechanisms that rely on capital reserves, buffer funds, or external interventions, the Smart Stabilization System introduces a next-generation framework for achieving autonomous market stabilization through proactive and programmed stabilization mechanisms. By incorporating distributed ledger technology and cryptographic trust mechanisms, the platform enhances transparency, trust, and operational resilience for digital asset and commodity markets.

The successful patent grant reflects IsDBI’s growing contribution to technological innovation and its commitment to developing knowledge-based solutions that address contemporary economic and development challenges.

Since filing the patent application back in 2022, the Institute has continued to advance the Smart Stabilization System through ongoing development and testing, aimed to expand its practical applications and support future capitalization opportunities. These advancements have positioned the system as a potentially transformative solution for enhancing stability and resilience in increasingly digital and interconnected economies.

Commenting on this occasion, Dr. Sami Al-Suwailem, Acting Director General of IsDBI, said, “The grant of this patent by the Intellectual Property Office of Singapore further strengthens the Institute’s position as a leader in developing innovative knowledge-based solutions that leverage modern technologies to address complex development challenges. This achievement reflects our commitment to translating pioneering research into practical solutions that contribute to economic resilience and sustainable development.”

Distributed by APO Group on behalf of Islamic Development Bank Institute (IsDBI).

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Liberia to Preview Next Oil & Gas Licensing Round Strategy at Houston Investor Day

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The Liberia Petroleum Regulatory Authority will host operators, investors and partners in Houston on August 19 to preview future licensing opportunities and showcase the exploration potential of its offshore basins

HOUSTON, United States of America, August 7, 2026/APO Group/ –The Liberia Petroleum Regulatory Authority (LPRA) will present its strategy for the country’s next offshore licensing round at Liberia Investor Day Houston on August 19, bringing together international exploration companies, investors, service providers and energy leaders to discuss the next phase of Liberia’s upstream development.

Hosted in partnership with Energy Capital & Power, the event will provide a platform for the LPRA, led by Director General Hon. Marilyn T. Logan, to outline Liberia’s regulatory framework, investment priorities and plans to attract new participation across the country’s offshore sector. Discussions will focus on upcoming licensing opportunities, exploration prospects and the subsurface data supporting future investment decisions.

Liberia’s offshore sector is entering a new phase of exploration activity, with renewed international participation and a growing pipeline of opportunities. Following the award and ratification of eight Production Sharing Contracts in 2025, Liberia has re-established itself as a frontier exploration destination, with international operators advancing work programs designed to further evaluate the country’s petroleum potential. TotalEnergies is progressing exploration activities that include offshore geochemical surveys, 3D seismic acquisition and seabed mapping, while Oranto Petroleum has also signed contracts to explore Liberia’s offshore.

At the Liberia Investor Day Houston, the LPRA will provide industry stakeholders with insight into the priorities shaping the next licensing round, including the anticipated process, qualification requirements, available acreage and access to technical data. The engagement will give prospective investors a clearer view of Liberia’s exploration landscape and the opportunities emerging across its offshore basins.

The event will also facilitate direct dialogue between LPRA and the global upstream community, connecting companies with policymakers and industry stakeholders involved in shaping Liberia’s next chapter of petroleum development.

As exploration companies continue to seek new frontier opportunities, Liberia Investor Day Houston will highlight the role of regulatory certainty, data availability and strategic partnerships in unlocking long-term investment across Liberia’s offshore sector.

Registration is now open for attendees. Companies interested in Liberia’s emerging offshore opportunities are invited to join LPRA, investors and upstream leaders in Houston for insights into the country’s licensing strategy and exploration outlook. For more information contact info@energycapitalpower.com.

Distributed by APO Group on behalf of Energy Capital & Power.

 

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