Brands are keen to get in front of the highly-engaged ‘gamer’, an increasingly lucrative audience which remains reluctant to interact with conventional advertising.

To engage gamers, brands must be creative. The challenge is making sure the ads are not disruptive to the users gaming experience.

A recent survey from IAB UK found that 75% of gamers prefer audio ads within games instead of video, or banner ads that pause the gameplay. 

So instead of a banner ad, or a pop-up video, the gamer can hear about a new product, or service in the background.

Gamers are more likely than web users to buy products and influence the purchasing decisions of others, because engagement, acceptance and awareness are high. 

This means gaming will certainly be the next frontier for audio advertising.