The Gaming Advertising Advantage: Our Presence at IAB PlayFronts 2026
Gaming has become far more than entertainment. It is where communities come together, creators build lasting connections, and audiences engage with culture in deeply immersive ways.
That evolution was at the heart of IAB PlayFronts 2026, which brought together leading publishers, advertisers, media experts and technology partners to explore the future of gaming media and advertising.
Our EVP, Jean-Baptiste Godinot was proud to be part of the conversation, joining Super League and H&R Block on stage for an enriching panel discussion: “The Gaming Advertising Advantage: In-Game and Beyond.”
Beyond the Game: Why Gaming Is a Unique Advertising Environment
As gaming continues to become a central part of how audiences spend their time and connect with one another, it presents brands with an increasingly valuable media environment.
Our PlayFronts panel explored what makes gaming different, from the attention and emotion generated by immersive experiences to the opportunities brands have to engage audiences in ways that feel connected to the environments and communities they already value.
In-game advertising gives brands the chance to become part of the experience rather than simply interrupt it. When thoughtfully designed, these experiences can complement gameplay, create meaningful moments, and build stronger connections between brands and audiences.
Building Connected, Always-On Gaming Strategies
One of the key themes of our discussion was the importance of thinking about gaming as an ecosystem rather than a single advertising channel.
Today’s gaming audiences move fluidly between in-game experiences, creator content, social communities, commerce, live events, and real-world experiences. For brands, this creates an opportunity to develop connected strategies that meet audiences across the different moments and environments that make up their gaming lives.
That means creating experiences that feel native to the environment, adding value rather than disruption, and building continuity across touchpoints.
From Attention to Sustained Engagement
Photo credit: IAB PlayFronts
Gaming’s ability to capture attention is only part of its value. The deeper opportunity lies in what brands can do with that attention, transforming a moment of engagement into an ongoing relationship.
Our conversation with Super League and H&R Block explored how these opportunities can work together to create respectful, connected, always-on brand strategies that reflect how audiences actually engage with gaming today.
We recently developed a whole whitepaper uncovering “Attention and emotion in play”. This study explores how gaming drives attention and emotional engagement. Using eye-tracking and emotional measurement, it reveals how in-game advertising can strengthen brand recall, consideration, and action across Gen Z, Millennials, families, and shoppers.
Continuing the Conversation
IAB PlayFronts 2026 highlighted just how quickly the gaming advertising landscape continues to evolve. As platforms, creators, publishers, and brands experiment with new formats and experiences, gaming is increasingly becoming an important part of the broader media ecosystem.
We were excited to contribute to that conversation and share the stage with Super League and H&R Block to discuss where the industry is headed and how brands can build meaningful connections with gaming audiences along the way.
The future of gaming advertising isn't just about reaching players. It's about becoming part of the experiences, communities, and culture that keep them coming back.
