As we look ahead to 2025, the advertising and gaming landscapes are evolving at an unprecedented pace, fueled by innovations in technology, changing consumer expectations, and a heightened focus on privacy and value. At the heart of these transformations lies an exciting opportunity for advertisers to reach audiences in more meaningful and impactful ways than ever before.
From AI-powered ad-buying to full-funnel measurement in gaming, these trends are shaping the future of our industry. Here are some key predictions for 2025, shared by Anzu’s EVP Marketing and Strategy, Natalia Vasilyeva, that highlight how advertisers can stay ahead of the curve and leverage these changes for success.
In 2025, AI is set to become even more integrated into the ad-buying process, enabling brands to create campaigns that prioritize both reach and personalization rather than having to choose one or the other. Rather than relying on a handful of static creatives, AI-driven ads will feature thousands of tailored iterations based on individual preferences, enhancing relevance for diverse audience segments.
Additionally, AI will streamline campaign management by allowing real-time testing and optimization, enabling brands to monitor performance and make adjustments on the fly. This shift from post-campaign analysis to dynamic optimization will empower brands to deliver more effective, personalized advertising experiences. For intrinsic in-game advertising, this evolution will be particularly beneficial, as brands will be able to produce creatives that seamlessly fit various gaming environments at scale, optimizing both style and creative best practices.
The trend of data value exchange is on the rise, reflecting a shift towards enhanced user privacy and a deeper understanding of user-data sharing in exchange for personalized ads that support a free and open internet. The ad industry is committed to rebuilding user trust by demonstrating that sharing data is both safe and beneficial.
In this evolving landscape, advertisers must work harder to provide clear value, as collecting data without a specific purpose or interrupting a user during their flow with irrelevant information is no longer acceptable. This focus on trust, transparency, and ads enhancing the user experience will continue to gain momentum over the coming year.
Over the past five years, significant progress has been made in accurately measuring campaign success within the gaming environment. One of the final pieces of this puzzle—cross-funnel attribution—is now finally available. This advancement will encourage more brands to enter the gaming space, bringing with them valuable data and proof points to enhance benchmarking and demonstrate the effectiveness of this channel to their peers.
This year, through a series of research projects conducted in partnership with Lumen, dentsu, SuperAwesome, and Happydemics, we have already begun to showcase the high levels of attention attributed to in-game advertising and how these translate into tangible business metrics, regardless of where brands aim to drive impact on the marketing funnel.
With improved measurement capabilities and compelling evidence, we anticipate that next year will see brands from all sectors take gaming seriously, incorporating it more prominently into their media mix.
The rise of cloud gaming is transforming not just where games are played but how players connect, socialize, and engage with content across platforms, making seamless, cross-device gaming experiences the new norm. Cross-platform play and device flexibility are driving major shifts in platform strategies, monetization models, and cloud adoption as companies pivot to meet evolving player expectations.
Microsoft, for instance, has transcended hardware exclusivity by expanding Xbox titles to PlayStation and preparing an app store for iOS. This move aligns with younger generations, who now prefer device-agnostic gaming, where friends and content take priority over brand loyalty. This fluid, socially connected gaming environment, especially for younger players, will continue reshaping the landscape, setting the stage for a highly integrated, device-agnostic ecosystem that defines gaming through 2025 and beyond.
The next year promises to be a pivotal one for advertisers and brands alike as advancements in AI, privacy frameworks, measurement, and cloud gaming redefine how we connect with audiences. These predictions underscore the growing opportunities within gaming and beyond, highlighting the importance of innovation, trust, and adaptability in navigating this rapidly changing landscape. As these trends unfold, one thing is clear: those who embrace the evolving ecosystem and prioritize both the user experience and measurable outcomes will be best positioned to lead in 2025 and beyond.