Our EVP, Megan, breaks down how gaming is becoming the next big media channel.
Microsoft just launched a free version of Xbox gaming with two minutes of pre-roll ads before you can play, a clear signal that the ad-supported gaming era is here.
Like CTV before it, gaming is shifting from paid to free, unlocking premium ad inventory in high-attention, emotionally charged environments.
The takeaway? We’ve seen this play before, CTV proved that ad-supported can scale. Now gaming is next.
For brands, the move is clear:
1. Experiment!, gaming is no longer niche.
2. Elevate creative, this isn’t your average pre-roll.
3. Expect murky measurement, but don’t wait for perfect data to make progress.