The net result is an industry with better advertising experiences that endeavor to create better player experiences, accessed by an increasingly large and diverse array of consumers, on their own time, through whichever devices they favor.

The right way to think about marketing opportunities in gaming is therefore about access—marketers can reach otherwise difficult-to-reach consumers by subsidizing larger portfolios of games that can be accessed by players at low or no cost. Throughout 2024, we’ll see a number of important trends converging on this future where marketers can contribute to great experiences for players and help pave the way for gaming to become the most significant form of consumer entertainment.