Why gaming is the next ‘big thing’ for advertising

Gaming is an untapped channel in the media world that brands need to get on board with, according to DEPT’s global CEO, Dimi Albers.

One of the biggest trends Albers is seeing globally is the rise of gaming as an advertising channel. Now in its “infancy”, he argued the growth potential is huge.

Dimi Albers

“Brands need to start looking at the gaming ecosystem,” he told Mumbrella.

“There are the games themselves, then the players, the players’ YouTube and Twitch channels, etc, there’s a whole new ecosystem, which in five years time will probably take up 20, 30% of all media spend.

“And brands need to learn how to navigate that.”

While social media platforms engage the 15-24 age bracket, looking 10 years into the future, Albers is certain gaming will be the next “big thing”.

“You could say that YouTube and Instagram are already dead,” he said. “It’s that simple. Once the decline starts, it’s so hard to break it. The only way Meta was able to break their decline of Facebook was by buying Instagram.”

But why is that happening? Why are social platforms “dying”?

“It’s the history of us as humans,” Albers argued. “Part of it is because of other social platforms like TikTok, but it’s also that the media spend for these age groups is very different, and gaming is the next big thing there.

“At the moment, its not even in brands’ media plans, they don’t talk about it. Yet they’re talking about what they’re doing on TikTok or Snapchat, but again, in five years, those platforms will be smaller, and brands need to think longer term.”

He said getting into gaming advertising is key to building long brand loyalty – as the people on the gaming platforms will one day be the decision makers.

“If you look at that demographic, as they get older and start making purchasing decisions, they become the decision makers,” he told Mumbrella. “And that changes everything.”


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