While game devs may feel downtrodden, brands are optimistic on the gaming opportunity

Internet Advertising Bureau (IAB) Playfronts vice president, Zoe Soon, commented on the recent excitement from brands looking to move into gaming whilst speaking at IAB Playfronts, despite the bleak layoffs faced by gaming developers over the past two and a half years.
Gaming developers have laid off around 35k people over the last few years, but soon believes that the hiring is beginning to exceed firing, and brands are keen to get on board with the gaming industry, the biggest entertainment industry of all.
Gaming is a fertile ground for brands to advertise due to the immersive nature of games, and the power of streaming.
The IAB is committed to making it easier for brands to work with games, with transparency, brand safety, and apples to apples measurement as key priorities.
Gaming is a great way to reach audiences, and Soon urges brands to lead the way in storytelling and not to resist the change that gaming offers.

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