Gaming Is a Full-Funnel Strategy

Key Insights from Dentsu’s Global Report and IAB’s Measurement Framework Signal a Turning Point in Gaming Advertising for Brands 

Gaming has moved from a trend to a global force in culture, commerce, and connection. Dentsu’s new 2025 Gaming Trends Report makes a strong case for treating gaming not as a media sidecar but as a full-funnel, strategic channel. From immersive storytelling to in-game commerce, gaming is influencing how people connect and shop, and how brands need to show up. 

But as investment grows, so does the need for accountability. That’s why IAB recently released the Gaming Measurement Framework, a foundational tool designed to bring clarity and consistency to measurement in gaming environments. 

Together, these two resources help brands understand both the “why and how” of investing in gaming. 

Why Gaming is a Must-Have 

Dentsu’s research points to four realities shaping the future of brand marketing: 

  • Gaming Is Where Culture Lives Now – From The Last of Us to Minecraft, video game IPs are powering transmedia storytelling. These adaptations are the cultural anchors driving long-term fandom. 
  • Gaming Is Gen Z’s Digital Hangout – Gen Z gamers are 32% more likely to play socially. Platforms like Roblox and Discord are destinations where identity and community are built. 
  • Relaxation and Achievement Fuel Engagement – The top reasons people play games are to unwind and feel progress. Brands that align with these motivations, instead of interrupting them, can build trust and engagement. 
  • It’s Underpriced Attention – Despite over 3.4 billion gamers globally, gaming receives under 5% of global media spend. This gap signals untapped value for brands ready to commit beyond one-off buys. 

Why Measurement Matters 

While Dentsu’s report maps the opportunity, IAB’s Gaming Measurement Framework delivers the practical roadmap to measure it. Developed in collaboration with stakeholders across gaming, media, and tech, the framework gives marketers what they need to evaluate success, including: 

  • Standardized metrics across formats like in-game ads, livestreams, branded worlds, and UGC 
  • Clear baseline vs. advanced KPIs, from impressions and engagement to brand lift and sales 
  • Guidance to help unlock brand budgets and ensure media accountability 

This framework is essential for any brand looking to move from testing to investing in gaming. 

A Call to Marketers 

Gaming is not a channel you dip into — it’s a place where your brand earns relevance through participation. Together, Dentsu’s insights and IAB’s framework offer the tools to do it with purpose, precision, and accountability. 

Download the 2025 Gaming Trends Report from Dentsu for a deep view into what’s shaping the space. 

Access the IAB Gaming Measurement Framework to ensure your media plans are backed by clear standards and reporting confidence. 

Let’s move gaming out of the test-and-learn bucket. It’s time to build with intention.