Money, Millennials & the Metaverse: Are Flat Ads Dead?

Why in-game advertising may be the next big thing

Join the IPA and our partner, the UK's Department for International Trade San Francisco, for an inaugural online UK/US thought leadership event discussing advertising in games.

A 2021 report from research firm Newzoo concludes that the global games market is on track to exceed $204 billion in 2023. With three billion players worldwide, video games offer unlimited lucrative opportunities for marketers looking to reach traditionally difficult Millennial and Gen Z audiences. Yet for the vast majority of brands, in-game advertising remains uncharted territory. There is a slow but steady shift in marketing towards organic, non-interruptive in-game events and brand experiences that not only enhance games but are openly welcomed and actively engaged with by users.

You'll see examples of ground-breaking brand activations in games from UK and US collaborations and exchange ideas with industry experts on what's next in marketing experiences for global gaming audiences.

Moderator: IPA President Julian Douglas, Vice Chairman of the VCCP Partnership.

Agenda to follow.

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Last updated 10 March 2022