Teaming up to educate the market: A conversation with two in-game advertising CEOs

Although gaming is more popular than ever before, the in-game advertising market has failed to match the growth of the medium. Leaders in the space believe more cross-collaboration between in-game ad companies could help rectify the industry’s issues.

Gaming — and in-game advertising — exploded in 2021 as COVID-locked consumers spent much more of their time and money inside virtual worlds. With the pandemic coming to an end, the gaming market has returned to earth, and the in-game advertising space has contracted as well.

These days, following tumultuous events such as the acquisition of Bidstack and Admix’s pivot into Web3, there are fewer active in-game firms in 2024 than in 2022 or 2023. Some of the remaining competitors in the space are Anzu, Frameplay, Gadsme, Adverty and AdInMo.

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