The annual IAB PlayFronts, an event that showcases advertising and partnership opportunities in the gaming industry, was back for its fourth year. This year, we heard from several key partners in the space on topics ranging from audience trends to interactive formats to advertiser case studies and more. With a wealth of information shared throughout the day, here are our biggest takeaways.
Rewarded video expands beyond only mobile offerings
Gaming audiences can be adverse to advertising. So, what’s the best way to get your brand in front of gamers, without the annoyance of a traditional ad? Rewarded video is one effective option.
Rewarded video has been a mobile offering for years, but, now, it’s available in a cross-channel format. Discord and Roblox, for instance, showcased opportunities for advertisers to reach gaming audiences while rewarding them for interacting with content. Discord promoted Quests, its opt-in ad experience where users can watch a video or play a game for a custom avatar reward. With 70 Quests to date, and a 10% opt-in rate, this will surely be embraced by marketers as a way to reach gamers.
Roblox, which has an impressive 85 million daily active users, also touted its rewarded video opportunities. Now, with a new programmatic partnership with Google, advertisers can purchase rewarded video through DV360.
Although these might be new offerings to some advertisers, GALE is already ahead of the curve, implementing rewarded video in upcoming client campaigns.
Playable ads are here to stay
The power of interactive ads was on display at PlayFronts this year, with Digital Turbine and Samsung debuting their playable offerings. Samsung showcased GameBreak, a new, interactive mini game exclusive to Samsung TV+. Unlike a traditional video ad break that serves users a commercial, GameBreak offers users a unique trivia experience in their first ad slot. As Samsung’s offering is in its initial stages, we’re curious to see how this continues to perform.
Digital Turbine also stood out this PlayFronts season. Digital Turbine helps advertisers create customizable and interactive mobile gaming experiences. What makes Digital Turbine unique? Its offerings are rooted in data and audience insights, which ensures that ads are served to the appropriate audiences in the right contextual gaming environments.
Gaming brings Gen Z happiness
Gen Z has become nearly synonymous with gaming. But this year’s PlayFronts revealed an interesting nuance as to why gaming is so impactful with Gen Z: gaming isn't just a pastime for Gen Z–it’s a way of life. In fact, 77% of Gen Z says gaming brings them happiness and 75% use it for self-expression. Furthermore, 71% of Gen Z turns to gaming to escape stress, and 42% are drawn to adaptations due to nostalgia. This highlights that, for some, gaming is not merely a hobby–it can support their mental health.
These findings strengthen the case for non-endemic brands to enter gaming to connect with this specific demographic, because of the positive feelings associated with this space. Given Gen Z’s overwhelming appetite for gaming–and positive associations with it–brands can build deeper connections with this community. By creating and then cultivating community, brands can drive relevance, affinity, and business growth.
Mobile gaming continues to dominate
In 2025, the global gaming landscape continues to grow: there are nearly 3.4 billion gamers worldwide–with 86% of the U.S. population participating in gaming. One reason for this impressive statistic is the popularity of mobile games. From Candy Crush Saga to Genshin Impact, mobile games have contributed to the changing perceptions of gaming by expanding its definition–it is no longer considered to be only done via a controller in front of the TV.
Two companies, in particular, stand out in the mobile gaming landscape: Unity and Roblox.
Unity powers 70% of mobile games and is used for 87 of the top 100 mobile games to drive business growth. And with an average play time usage of 2.4 hours per day, Roblox’s mobile games remain at the forefront of gaming powerhouses.
Mobile gaming is ripe for brand activations, given three key characteristics: Whereas gaming via controller requires additional hardware, mobile gaming requires only the phone that many already have–making brand activations accessible and scalable. People tend to carry their phones everywhere, making mobile gaming a near-constant way to connect with audiences any time, anywhere. Mobile gaming attracts a diverse audience, including different ages, races, genders, and more.
By capitalizing on these realities, the popularity of mobile gaming, and the efficacy of platforms like Unity and Roblox, brands can create immersive mobile gaming experiences that seamlessly blend entertainment and brand messaging–integrating their products or services in a creative and authentic way.
Leveling up
This year’s PlayFronts proved that, as gaming continues to evolve, so do the opportunities for brands to show up in more engaging, authentic, and rewarding ways. To do so, brands must lean into formats that enhance–not interrupt–play, meet players where they are, and prioritize value-driven experiences.
