Each year, the Cannes Lions Festival offers a unique window into the pulse of the advertising industry, highlighting current trends, key areas of interest, and future possibilities.

For us, it’s also a prime opportunity to hear firsthand from leading brands, agencies, and AdTech innovators about how they’re working with gaming and what ways they see themselves leveraging the medium as it continues to capture a larger share of advertisers’ budgets, 

This year, we’re thrilled to present a series of exclusive interviews filmed live from the Croisette. The interviews feature a diverse array of industry experts who offer a comprehensive look at how gaming is being leveraged and where it’s headed.

You can explore our curated insights across five key areas:

• Gaming as an Advertising Medium
• The Connection Between Advertising and Gaming
• Measuring the Impact of In-Game Advertising
• Mastering Creative In-Game
• Social Good and Gaming
• The Future of In-Game Advertising

We hope you’ll find these insights as fascinating as we have and that they might reveal to you just how exciting this growing channel is and the untapped potential it can offer.

Gaming As An Advertising Medium

What major changes have occurred in the gaming space over the past year? How will more immersive gaming experiences, like AR and VR, influence in-game advertising? What essential advice should game developers follow to attract advertisers while keeping their audiences engaged? — In this video, experts from Anzu, iion, and Livewire share invaluable insights and predictions about the evolution of gaming as an advertising medium.

The Connection Between Advertising And Gaming

What factors are most crucial when selecting the ideal gaming environment for a brand? What unique advantages do console and PC games offer over other media for advertisers? How essential is aligning a campaign’s objectives with a game’s environment, genre, or platform?— In this video, experts from Anzu, Livewire, and iion share their insights on the growing connection between advertising and gaming and what opportunities it offers.

Measuring The Impact Of In-Game Advertising

What is the most crucial metric for assessing the effectiveness of intrinsic in-game advertising? How can marketers ensure they comply with privacy regulations while delivering well-targeted ads? What advantages does intrinsic in-game advertising offer in the cookieless era, and how are in-game ads prepared for this future? — In this video, experts from Comscore and Lumen Research share their insights, providing valuable strategies for measuring and reporting on the impact of in-game ads.

Mastering Creative In-Game

How do best practices influence creativity in-game? Do they fuel innovation or set boundaries? Hear from industry experts at IAB and Anzu as they share their perspectives on the creative challenges advertisers face when creating in-ads and what they should consider when crafting ads for this immersive and highly engaging medium.

Social Good And Gaming

Discover why gaming is an ideal platform for social good initiatives. In this insightful discussion, experts from The Ad Council, UNDP, and Anzu share their perspectives on successful in-game campaigns that have connected with players and made a real impact, as well as the critical role gaming communities play in the success of these efforts.

The Future Of In-Game Advertising

Where is the future of advertising in games headed, and what will it look like? How do immersive gaming environments foster strong connections between brands and players? What crucial advice should brands heed when looking to activate in the gaming space? — In this video, experts from iion, Anzu, and Samsung share their insights, offering a glimpse into what lies ahead for the future of in-game advertising.