Monday, February 26, 2024

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    Why 2024 could be the year mobile gaming inventory goes premium

    Long considered the red-headed stepchild of in-game advertising, mobile gaming inventory is shaping up to be increasingly attractive in 2024.

    Over the past year, as in-game advertising companies have looked to muscle their way into brands’ ad budgets, some marketers have focused on their ability to secure so-called premium inventory — ads inside the big-budget console titles published by major game developers such as Nintendo and Electronic Arts. Historically, the bulk of most in-game ad firms’ inventory is inside casual or hypercasual games, which brands consider less effective than the major console titles enjoyed by core gamers. 

    But as 2024 ramps up, it turns out the returns of mobile gaming advertising are getting pretty good. Q4 2023 was the best season on record for mobile gaming advertisers, according to data shared with Digiday by the mobile marketing platform AppLovin, bolstered both by advances in artificial intelligence and a better understanding among marketers of what makes mobile gamers tune in.

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