The IAB PlayFronts 2024 marked a significant milestone in the digital entertainment sphere, bringing together industry innovators to share insights and chart the future of interactive media for the third year in a row. New industry research on game players stood out in "The Many Ways We Play: A New View of Game Players," a session hosted by our gaming solutions team. This presentation offered a fresh perspective on the gaming audience, introducing new segmentation research that reveals the diverse and nuanced behaviors of today's game players.
Gone are the days of the one-size-fits-all "gamer" label. Today's digital play landscape is inhabited by “game players, “gaming fans,” and “enthusiasts,” each with their unique preferences and habits. The session, spearheaded by Jordan Shlachter, Head of Research at Activision Blizzard Media (now Microsoft Advertising), explored this diversity through an analysis of six distinct audience segments, offering a new lens through which to view the gaming community.
Head of Research, Jordan Shlachter, presenting new insights about today's players onstage at IAB PlayFronts.
Activision Blizzard Media (now Microsoft Advertising) General Manager, Clement Xue also took to the stage to showcase the new opportunity within gaming, underscoring diverse and innovative mobile formats and the importance of a multi-platform approach as we look to the future of in-game advertising experiences.
A key theme of the presentation was the pivotal role of mobile gaming in uniting players across various platforms. The insights shared underscored the opportunity for advertisers to build meaningful connections with a broad and engaged audience, through understanding and tapping into the multifaceted ways people play.
General Manager, Clement Xue, showcasing new opportunities in gaming onstage for attendees of IAB PlayFronts.
