in-game advertising

Matthew Ball, a videogame analyst and chief strategy officer for Xbox, predicts a significant rise in in-game advertising within PC and console games, viewing it as an untapped revenue stream essential for the industry's growth. He highlights challenges such as escalating game development costs and rising hardware expenses, which may lead consumers to reduce their gaming spending, threatening the industry's economic framework. A Comscore report supports this trend, noting that Netflix's ad-supported subscription tiers accounted for 45% of viewing hours in 2025, with free ad-supported services seeing a 43% year-over-year increase in hours watched. Ball emphasizes the need for accessibility, sustainability, and adequate funding for development teams while acknowledging the potential benefits of in-game advertising for the gaming community.