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The Evolution of Media Buying in iGaming The Evolution of Media Buying in iGaming

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The Evolution of Media Buying in iGaming: Trends and Predictions

In the fast-paced world of iGaming, where competition is fierce and player engagement is paramount, media buying plays a pivotal role in shaping the success of companies in the industry. Over the years, media buying strategies have evolved significantly, driven by technological advancements, changing consumer behaviors, and regulatory shifts. Understanding the historical trends and predicting future developments is crucial for iGaming companies to stay ahead in this dynamic landscape.

Historical trends

In the past, iGaming companies relied heavily on traditional advertising channels such as television, print media, and outdoor advertising to reach their target audience. However, with the rise of digital platforms and the increasing popularity of online gaming, the focus shifted towards digital media buying.

The advent of programmatic advertising revolutionized the way iGaming brands reached their audience, offering more precise targeting, real-time optimization, and cost-effective campaigns. Social media platforms, search engines, and affiliate marketing became integral components of media buying strategies, enabling brands to engage with players across various channels.

Future trends

As we look ahead, several emerging trends are poised to shape the future of media buying in the iGaming industry.

Personalization and data-driven strategies

Personalization will be key in media buying efforts, as iGaming brands seek to deliver tailored experiences to players. Leveraging data analytics and machine learning algorithms, companies will be able to segment their audience more effectively and deliver targeted messages based on individual preferences and behavior patterns. This level of personalization not only enhances user engagement but also improves conversion rates and customer loyalty. You can learn more about data-driven media buying here.


Mobile-first approach

The proliferation of smartphones and mobile devices has transformed the way people access online content, including iGaming platforms. Consequently, iGaming brands will increasingly adopt a mobile-first approach in their media buying strategies, prioritizing mobile-friendly ad formats, such as native ads, in-app ads, and mobile video ads. Optimizing campaigns for mobile platforms will be essential for reaching and engaging with the growing population of mobile gamers.

Influencer marketing

Influencer marketing has emerged as a powerful tool for brands to connect with their target audience authentically. In the iGaming industry, partnering with influencers and content creators who have a genuine passion for gaming can help brands build credibility, drive brand awareness, and foster community engagement. By collaborating with influencers, iGaming companies can tap into niche audiences and leverage their influence to amplify their marketing messages.

Regulatory compliance and brand safety

With increased scrutiny from regulators and growing concerns around brand safety, iGaming brands will need to prioritize compliance and transparency in their media buying practices. Adhering to strict regulatory guidelines and implementing robust brand safety measures will be crucial for maintaining trust and credibility among players and stakeholders. Investing in reputable ad verification tools and partnering with trusted publishers will help mitigate risks associated with non-compliant or harmful content.

Emerging technologies

Advancements in technology, such as augmented reality (AR), virtual reality (VR), and blockchain, are poised to disrupt the iGaming industry and reshape the way media buying is conducted. AR and VR technologies offer immersive gaming experiences, opening up new opportunities for interactive advertising and branded content. Meanwhile, blockchain technology can enhance transparency, security, and trust in digital advertising transactions, particularly in programmatic advertising.


Cloud gaming

Cloud gaming allows users to stream and play high-quality games directly from the cloud without the need for expensive hardware or downloads. This shift towards cloud-based gaming platforms presents new opportunities for media buying and advertising. Advertisers can leverage targeted advertising within gaming interfaces, sponsoring in-game events, and integrating branded content seamlessly into the gaming experience. As cloud gaming continues to gain traction, we can expect advertisers to allocate more resources towards this channel, leveraging its immersive and interactive nature to engage with audiences in innovative ways.

Live video streaming

Live video streaming has become increasingly popular in the iGaming industry, with platforms like Twitch and YouTube Gaming attracting millions of viewers worldwide. This trend presents a unique opportunity for advertisers to connect with highly engaged audiences in real-time. By sponsoring live streams, partnering with influencers, and running targeted ad campaigns during gaming events, advertisers can reach a captive audience of gaming enthusiasts and drive meaningful engagement. 

Emergence of new markets

The iGaming industry is witnessing the emergence of new markets and regions, presenting new opportunities for advertisers to expand their reach and diversify their audience base. Markets such as Asia-Pacific, Latin America, and Africa are experiencing rapid growth in internet penetration and smartphone adoption, driving demand for iGaming services. Advertisers are increasingly targeting these markets through localized campaigns, partnerships with regional influencers, and tailored messaging that resonates with cultural nuances. 

Integration of e-sports betting

E-sports betting has gained immense popularity in recent years, attracting a global audience of millions of fans and enthusiasts. The integration of e-sports betting within the iGaming industry presents new opportunities for advertisers to engage with audiences and drive revenue. Advertisers can sponsor e-sports tournaments, partner with professional teams and players, and create branded content that appeals to gaming enthusiasts. 

As the iGaming industry continues to evolve, media buying strategies will need to adapt to changing consumer behaviors, technological innovations, and regulatory requirements. By staying abreast of emerging trends and embracing innovative approaches, iGaming brands can effectively navigate the evolving landscape and drive sustainable growth in an increasingly competitive market. Personalization, mobile optimization, influencer partnerships, regulatory compliance, and emerging technologies will undoubtedly play pivotal roles in shaping the future of media buying in iGaming.

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Daria Mamchenkova

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Daria is a dedicated Content Writer driven by her passion for crafting crystal-clear articles. Her passion lies in crafting articles that unravel complex concepts and make them easily digestible for readers. She is enthusiastic about acquiring new skills. Daria loves to explore the world of affiliate marketing, helping businesses and readers understand the intricacies of this industry.

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