New research from Anzu and SuperAwesome highlights the growing importance of in-game advertising in shaping brand loyalty among younger demographics

October 22, 2024 — Anzu, the world's most advanced intrinsic in-game advertising platform, and SuperAwesome, the leading kidtech company powering the youth digital ecosystem, unveiled a new report today at the IAB Gaming Upfronts in London. The report underscores the vital role in-game advertising plays in brand-building among younger audiences, offering insights into how gaming influences consumer behavior before brand loyalties are fully formed, as well as the halo effect associated with this channel.

The report shows that as new generations emerge, gaming captures more of their time and attention. For Gen Alpha, it is the dominant form of entertainment, and for Gen Z, it shares the top spot with social media sites, reinforcing just how impactful gaming continues to be. Also, unlike older generations, who may be more skeptical of ads in games, 75% of young people in the UK and US say they improve their gaming experience.

Drawing on first-party data from both Anzu and SuperAwesome—collected through a combination of social listening, qualitative research, syndicated data, brand lift studies, and quantitative surveys—the report reveals that 55% of under-18s have a strong affinity for branded in-game experiences. These audiences not only remember the brands they encounter but also report increased brand affinity after interactions, making them highly likely to influence family conversations and spending decisions.

“Gaming has become such a cultural cornerstone for younger generations that it now defines their social currency and identity. It’s where brands need to be if they want to remain relevant. Anzu’s technology allows brands to reach young audiences in an immersive and brand-safe way that complements the worlds they love rather than sending them out of them. The collaboration with SuperAwesome has resulted in a great resource with practical takeaways which will help brands tap into the lasting impact these ads can have on younger generations.” — Nerissa MacDonald, EVP Global Sales at Anzu

“In a time where attention is more fragmented than ever, it's so important to use resources like this report to build a greater understanding of player behaviors and motivations for brands. Generalized tactics don't connect with this audience, and we can see that their influence is extensive. As platforms continue to compete for attention, it's vital to work with partners like Anzu and SuperAwesome who can activate multi-channel strategies that truly speak to Gen A and Gen Z in an appropriate way.” — Jess Whatson, Head of Gaming Innovation & Delivery at SuperAwesome

The report was unveiled and discussed live on stage at IAB UK Gaming Upfronts 2024 by industry experts from Anzu, SuperAwesome, Digitas, and Wavemaker. This release builds on the success of Anzu’s Guide to Creative In-Game Excellence, which was launched earlier this year at London’s MAD//Fest. It provides best practices for crafting effective in-game creatives. Additionally, Anzu has recently been shortlisted for a WIRES Award for its collaborative campaign with Sony, showcasing how intrinsic in-game advertising can drive impact in new and innovative ways.

The full report is now available to download for free here.