Note: The following interview is part of the Orange 142 Emerging Channels Council initiative, which we launched to help SMB understand and adopt new and innovative advertising channels. As part of this effort, we’ve asked Orange 142 experts to share their insights on new opportunities, strategies, and challenges in the digital advertising landscape. This interview is one of many resources created by the Council. Be sure to download the Best Practices Guide linked at the end for actionable advice tailored to emerging channels.
By Calvin Scharffs, VP of Marketing
As gaming becomes ingrained in everyday life, new research shows that 61% of Americans now play video games, spending $58 billion in video games in 2024 alone. This phenomenon spans all generations -- 79% of Gen Alpha kids are gaming, along with 67% of Gen Z young adults, 64% of Gen X, and even 42% of Baby Boomers. Far from being just teenagers in a basement, the average gamer today is 36 years old, and the player base is nearly evenly split between men and women. And contrary to popular belief, gamers also respond positively to in-game advertisements as long as those ads enhance the experience providing value without interrupting gameplay.
To learn more about today’s gamers and the opportunity for advertisers to build connections with gamers, I met with Orange 142’s Lindsey Wilkes, Senior Vice President of Business Development, Kate Aaron, VP of Media Execution, and Amy Harris, Vice President of Business Development.
CS: We’re hearing more and more that everyone is a gamer. Is that true?
AH: I play Wordle each morning.
LW: I have a young elementary-aged child, so we play a mix of educational and just-for-fun games on our devices. There’s such a wide variety out there now, and it’s clear that mobile gaming appeals to a much broader audience than it used to—including families like mine.
KA: Lindsey is right. Most Americans play games, either on a console, their computers or a mobile phone. The numbers you mention in your intro bear that out.
CS: What are some of the opportunities online games offer brands that want to reach new customers?
LW: To start, gaming provides advertisers with the opportunity to reach people on various devices, including mobile devices, consoles, and PCs. And they can reach audiences via a variety of formats, including banners, native, interstitials and rewards-based ads.
Some of the ads, like banners and interstitials, work just like the ads you see on the web or your phone. Gaming also provides unique options that marketers can’t get anywhere else in the digital universe. For instance, let’s say a game features race car driving. In a native ad scenario, a branded ad can appear on a billboard alongside the race track. Rewards-based ads give the users some kind of reward, such as some amount of in-game currency, in exchange for watching an ad.
CS: What are some of the best practices you recommend to brands who want to advertise in online games?
AH: The first step is to choose a category that matches your brand sentiment. Some brands prefer to advertise in free mobile games, such as Match 3 type games to reach older or more casual gamers. Others may want to avoid shooter games due to potential brand safety concerns.
KA: You also need to think about the game experience and where your ad will appear. Ads that disrupt gameplay can frustrate players, so formats like video ads that appear between levels or rewards-based ads are often the most effective.
LW: Ads should align with the game’s context to reach an engaged audience. For example, a puzzle game advertising within another puzzle game works well because players are already interested in that genre. This makes timing and relevance critical when creating campaigns that resonate with gamers.
CS: Gaming audiences are often described as highly engaged. How does that level of engagement affect the way brands should approach advertising in this space?
KA: Engagement in gaming goes beyond just playing -- many gamers actively watch others play on Twitch, either to be entertained or to learn new strategies. This creates unique opportunities for brands to connect with audiences in a more personal way. For example, when brands sponsor content creators, they’re not just advertising -- they’re supporting a creator that viewers trust and admire. That kind of association can build goodwill and lead to stronger brand connections.
LW: Another important factor is the immersive nature of games. Gamers are highly focused on what they’re doing, which makes the timing and placement of ads critical. Ads that disrupt the experience can cause frustration, but formats like rewards-based ads or native ads that blend seamlessly into the game environment are much more effective. These approaches respect the player's engagement and create a positive interaction with the brand.
CS: Twitch has become a significant platform for gaming and advertising. How do brands use Twitch to connect with audiences in ways that go beyond traditional advertising?
KA: Twitch is unique because it’s not just about watching games -- it’s about community. Many viewers feel connected to streamers, especially smaller creators who interact directly with their audiences through the chat. That interaction makes ads feel less intrusive when integrated as sponsorships or in-stream mentions. Viewers often see these ads as a way to support their favorite creators, which builds goodwill toward the sponsoring brands.
LW: Twitch is also a form of entertainment, as Austin said. Twitch streams are a mix of entertainment, commentary, and connection. Brands that sponsor streamers tap into that personal relationship between the creator and their audience. For example, energy drinks, gaming peripherals, or tech services like VPNs are common sponsors because they align well with the audience’s interests. Twitch also ensures that only creators with established followings can run ads, which adds an additional layer of quality and engagement for advertisers.
CS: How does programmatic advertising fit into the gaming space, and what advantages does it offer to brands?
LW: Programmatic advertising lets brands place their ads exactly where gamers are, whether that’s on mobile devices, consoles, or PCs. It can even target specific platforms, such as the App Store or Google Play, which helps in ensuring ads reach the right audience. This means that a gaming headset company can focus on console players, while a mobile puzzle publisher can target casual gamers browsing the App Store. By aligning ads with where and how people play, programmatic campaigns become more relevant and effective, offering better results for brands.
AH: Programmatic channels offer powerful tools for targeting, such as audience segmentation and contextual negative lists, which help ensure ads align with brand sentiment and safety requirements. For instance, a family-friendly brand may want to avoid certain game genres while focusing on more casual or strategy-based games.
KA: The other benefit is that programmatic allows us to track and optimize post-click analytics, such as time spent on the landing page, pages visited, and conversions. These metrics help assess the success of campaigns beyond simple click-through rates, giving a clearer picture of how users are engaging with the brand after seeing an ad. By focusing on these deeper insights, we can measure meaningful outcomes and refine campaigns to deliver stronger ROI.
Want to learn how this can work for you? Orange 142 helps SMBs navigate and maximize emerging advertising channels with strategic guidance and best practices. Let’s connect to explore the right approach for your goals.
About the Orange 142 Emerging Channels Council
The Emerging Channels Council serves as a thought leadership body within Orange 142, focusing on educating, guiding, and encouraging independent brands and agencies to experiment and excel in underutilized and innovative channels. Through collaboration, data-driven insights, and practical resources, the council will help Orange 142 clients obtain strategic growth through sustainable practices in digital advertising.
To access all of the Emerging Channels Council resources, please visit: https://orange142.com/emerging-channels-hub
