Video Game Marketing and Monetization 2022

Ad Formats and the Metaverse Offer Brands New Opportunities

Executive Summary

Brand interest in monetizing video games is rising, especially with the buzz around the metaverse. But the variety of platforms, game types, and ad formats can make it challenging. Gaming continues to become more popular—especially among the otherwise difficult-to-reach Gen Z—and will be much harder for marketers to ignore.


  1. How big is the gaming audience in the US, and who plays the various types of video games?
  2. What monetization methods do game developers use, and of those, which are the most useful for marketers?
  3. Where should marketers be focusing their efforts in 2022 and beyond?

WHAT’S IN THIS REPORT? We look at the different ways developers monetize video games and identify which of those methods are the most useful for marketers.

KEY STAT: 162.9 million people in the US play mobile games, by far the most of all digital gaming groups by device.

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Diverse Audiences and Games Make for Countless Opportunities
    4. Publishers Have an Arsenal of Monetization Tools
    1. How Brands Are Plugging Into Marketing Opportunities
    2. How Marketers Can Bring in the Loot (Boxes)
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Yasin Dabhelia
    Vice President, Programmatic Partnerships
    Interviewed April 8, 2022
    Lewis Hadley
    Vice President, Marketing
    Interviewed April 8, 2022
    Gabrielle Heyman
    Head of Global Brand Partnerships
    Interviewed April 28, 2022
    Scott Koenigsberg
    Chief Product Officer
    Interviewed April 28, 2022
    Sean MacPhedran
    Schiefer Chopshop (SCS)
    Senior Director, Innovation
    Interviewed April 11, 2022
    Dave Madden
    Interviewed April 28, 2022
    Jeff Roach
    Schiefer Chopshop (SCS)
    Chief Strategy Officer
    Interviewed April 11, 2022
    Carlos Salvado
    Senior Market Analyst
    Interviewed April 7, 2022

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    Nina Goetzen


    Ross Benes
    Senior Analyst
    Chuck Rawlings
    Senior Researcher
    Paul Verna
    Principal Analyst

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