Gaming Advertising in 2026: Why In-Game Ads Are Finally Ready for Brand Budgets

Newzoo's annual gaming advertising report finds that in-game advertising revenue will reach $17.6 billion globally in 2026, driven by improved measurement standards and the maturation of programmatic pipes into console and mobile gaming environments. The report identifies attention measurement and brand safety verification as the two remaining barriers to mass brand adoption.

Newzoo's annual gaming advertising report finds that in-game advertising revenue will reach $17.6 billion globally in 2026, driven by improved measurement standards and the maturation of programmatic pipes into console and mobile gaming environments. The report identifies attention measurement and brand safety verification as the two remaining barriers to mass brand adoption.