When it comes to media plans, one of the most engaged digital ecosystems is often overlooked.
With billions of players across the globe, and particularly strong traction with younger audiences, the in-game advertising opportunity is a massive one—yet it’s still flying under the radar for many media buyers. By incorporating gaming within a holistic media mix and treating it as more than just an entertainment channel, advertising teams can both connect with audiences today and build momentum with up-and-coming generations.
Gaming offers broad reach with engaged audiences across generations. In 2025, approximately 57% of the US population is a digital gamer—with penetration being highest among Gen Zers—and average time spent with digital gaming by gamers will reach one hour and 48 minutes per day. Unlike more passive media formats, gaming usually requires players to be actively engaged, offering advertisers a chance to connect in high-attention moments that drive higher brand recall.
However, ad spend on the channel accounts for just 5% of digital advertising budgets, and ad investment still trails significantly behind other digital channels. This disconnect presents a clear opportunity for advertisers: less competition, more share of voice, and greater impact for those willing to invest.
Though gaming spans all age groups, it’s especially embedded in the lives of younger generations. Gen Z holds the highest rate of adoption, with nearly three-quarters forecasted to be digital gamers by 2027. Early indications show that Gen Alpha is also deeply invested in gaming, with 70% gaming four to five times per week. For these younger audiences, gaming is more than a pastime—it’s a social hub and a space to build community.
Reaching younger generations when and where they spend their time is critical, especially as their influence grows. Gen Z is projected to hold $12 trillion in spending power by 2030, while Gen Alpha already drives $300 billion in spending power through parental influence. For brands, building connections and fostering trust now will unlock long-term value.
Gamers aren’t just deeply engaged in gameplay—they’re highly active across the broader media landscape. In fact, weekly gamers are heavier media consumers than the global average and are more likely to engage with all major media types, especially video, streaming music, and social media.
This makes them prime audiences for omnichannel strategies. As digital natives, younger consumers move seamlessly between screens, platforms, and content types throughout the day. Since so many are also digital gamers, in-game advertising can serve as a natural and impactful touchpoint.
For instance, advertisers could reach a Gen Z gamer through in-game product placement, reinforce the message with a podcast ad, and drive conversion through a follow-up video ad on TikTok, YouTube, or another social media platform. With gaming as a core touchpoint, brands and advertisers can create cohesive, multichannel experiences that meet young audiences across multiple platforms and moments of influence.
For Gen Alpha, gaming isn’t just about entertainment. It’s where they socialize, learn, and build community. Where game enthusiasts in general still spend more time on social media than on gaming, Gen Alpha game enthusiasts spend more time on gaming than on social media. And according to the IAB, gaming is expected to become a core part of Gen Alpha’s daily life by 2030, much like social media is for Gen Z today.
For advertisers, adapting to this shift is critical. Brands looking to engage with Gen Alpha should treat gaming as a primary channel, rather than an afterthought. That means developing strategies that show up authentically in-game, aligning with the social dynamics of these platforms, and extending engagement across other digital touchpoints.
Gaming delivers scale, attention, and engagement for advertisers, but it remains underrepresented in ad budgets. Gamers, especially younger ones, aren’t just playing: They’re building community, engaging across platforms, and influencing digital culture. For advertisers, then, gaming presents a unique opportunity that bridges generations, powers omnichannel strategies, and offers a rare chance to build authentic connections in digital spaces that aren’t yet saturated.
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Looking for more insights about how to connect with Gen Alpha as they grow into the next generation of consumers? In our report, Gen Alpha: Online Habits and Media Preferences by the Numbers, we dive into their online behaviors today and what brands need to know to engage them in the future.
