Gaming Cheat Sheet

August 30, 2024 2 minutes read time

This cheat sheet, prepared by our Digital Effectiveness Council's Video and Attention Working Group, provides an essential guide to understanding and leveraging gaming advertising in the New Zealand market.

As the digital landscape evolves, gaming has emerged as a powerful and effective medium for advertisers to engage with a diverse and dynamic audience. Gaming has continued to grow in popularity as games become increasingly accessible, with 4.1 million New Zealanders playing video games with others (Source: IGEA / Bond University New Zealand Plays 2023 report).

The New Zealand gaming landscape has undergone a profound transformation over the years, shattering stereotypes and defying conventions. Gone are the days of gaming being a niche hobby, dominated by a specific demographic. Today, the gaming community is a vibrant, diverse, and inclusive space, welcoming individuals from all walks of life. Reasons to play range from learning, connecting with friends and family, improving health and wellbeing or just having fun.

This Cheat Sheet contains useful, concise information on core audience segments, gaming ad types, case studies plus additional resources, and aims to equip marketers with the knowledge and strategies necessary to effectively tap into this emerging channel.

Thank you to IAB New Zealand Video & Attention Working Group for their work in producing this resource document:

Lloyd Aickin, Head of Digital Revenue Strategy, NZME
Scott Bibby, Agency Partner, Meta
Virgile Edragas, APAC Analytics Lead, Samsung Ads
Zane Furtado, Acquire Data Driven Advertising, GM - Technology and Innovation
Kate Grigg, Head of PMX New Zealand
Jessica Miles, Country Manager, Integral Ad Science
John Nguyen, Senior Account Executive, Integral Ad Science
Sarah O’ Carroll, Director Client Partnerships vdx.tv
Amelia Ward, Head of Buyer Development ANZ, Index Exchange