Gen Z is skipping, muting, and blocking interruption-based ads at scale. Deloitte's 2025 Digital Media Trends survey finds 90% of Gen Z identify as gamers, and the ESA's 2026 Essential Facts report counts 212.3 million weekly players in the US. A 2025 Youth Insight survey found 60% of young respondents describe repeated ad exposure as intrusive, while brand safety group GARM shut down in 2024, leaving platforms to set their own suitability rules as AI-generated content spreads across social feeds.
This video looks at non-intrusive, in-game advertising as the alternative: formats built around what players are already doing instead of asking them to stop.
Overwolf Ads is an example of a platform that runs Standard Media across desktop gaming apps and gaming websites, Rewarded Achievements that trigger branded creative from in-game events like a win, and Branded Mods that players choose to download. Gamer Grid ties it together with deterministic gameplay and hardware data plus third-party purchase data for precise Gen Z targeting.
#GenZ #InGameAds #GamingMarketing #AdTech #BrandSafety #GamingIndustry
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