In-game advertising can help build brand loyalty, says Anzu, SuperAwesome report

Gaming advertising platform Anzu and kidtech company SuperAwesome recently released a new report on which they collaborated. The report, called “Gaming the future: how to make an impact with younger generations,” details the effects that in-game advertising has on younger gamers, including how it can inspire interest and brand loyalty. The study pertains to both Gens Z and Alpha, and how they interact with brands who meet them within their favorite games.

According to Anzu’s report, younger generations of gamers are already attuned to ads and expect to see them. The report states that 75% of the gamers surveyed said ads improved their experience, and 40% said branded content can improve the games they play. They’re also more aware of how brands advertise to and target them, and 55% of those surveyed show a strong affinity for branded experiences, being able to recall the brands favorably after playing them.