In the dynamic world of digital entertainment, streaming services are exploring new frontiers by incorporating video games into their platforms. This strategy aims to diversify user experiences and tap into the vast gaming market. But how does this impact advertising?

The integration of video games into streaming platforms has significant implications for advertising and media planning, as it redefines how digital entertainment is consumed—and, consequently, how audiences are reached.

 

1. New Advertising Opportunities in a Hybrid Environment

 

The integration of video games into streaming platforms represents a strategic diversification, responding to the growing demand from users for multifaceted entertainment experiences.

By combining movies, TV shows, and games under a single subscription, streaming services position themselves as comprehensive entertainment hubs. This diversification not only enhances user satisfaction but also increases engagement with the platform. But... how does this affect advertising within these platforms?

Format Diversification: the blend of audiovisual content and video games creates new formats that advertisers can leverage, such as:

 

• Interactive ads: this diversification allows for advertising to be integrated directly into games, where users interact with brands within the virtual environment. (If you want to learn more about advertising in video games, don’t miss our blog: Advertising in Video Games: OOH & In-Game Marketing)
• Product placement: advertisers can still organically insert products or brands into movies, series, and now video games.
• Sponsored cinematics: these are branded messages inserted into high-impact narrative moments in games, often enhancing the immersive experience and boosting brand recall.

Advanced Targeting: one key advantage of streaming platforms is their access to vast user data. With the addition of video games, these datasets expand and can be cross-referenced, allowing for:

 

• Hyper-segmented advertising based on combined interests, such as video game genres and audiovisual content preferences.
• Message personalization according to consumption behavior, such as time spent on interactive (games) vs. passive content (movies and series).

 

2.    New Windows for Advertising Interaction

 

The inclusion of games in streaming platforms not only brings new ad opportunities, but also creates new interaction touchpoints between brands and users, including:

 

• Game pauses as ad slots (similar to ad breaks in movies or TV shows)
• Live in-game events, which can be sponsored or themed, enhancing both the user experience and their connection to the brand
• Cross-promotions between games and audiovisual content

 

3. Media Budget Optimization

 

Bringing multiple forms of entertainment into a single platform enables media planners to streamline campaigns and reach various audiences within the same ecosystem more efficiently.

They can also implement cross-channel strategies that optimize spend across audiovisual and gaming media simultaneously, maximizing campaign reach, frequency, and overall profitability.

 

4. High-Quality Engagement and Branding

 

Video games offer participatory experiences that go beyond passive consumption, creating immersive interactions with users. This allows advertisers to:

 

• Develop engagement campaigns through gamification, such as branded challenges or in-game rewards
• Create immersive brand experiences via customized virtual worlds where users can engage with the brand in creative, memorable contexts
• Compared to the traditional passive content on streaming platforms (like series or movies), gaming immersion drives greater brand loyalty and recognition, as users are emotionally engaged in the environment.

 

5. Metrics and ROI

 

In an era where ad effectiveness relies more than ever on real-time data, metrics are now central to evaluating campaign performance.

Streaming platforms that include video games in their catalog provide valuable insights from both passive and active user behavior, such as:

 

• Time spent interacting with interactive ads
• Participation metrics in sponsored games
• Direct conversions from immersive campaigns

 

The combination of passive (traditional streaming) and active (gaming) data gives a more complete view of advertising impact, allowing media strategies to be optimized in real time and enabling more accurate evaluation of ROI per campaign.

For instance, ads integrated into video games have been shown to double ROI compared to traditional static digital ads. Additionally, around 39% of gamers have made a purchase after seeing an in-game ad—demonstrating a conversion rate on par with other top-performing digital channels.

 

6. Adapting to New Consumer Behaviors

 

Today’s users seek integrated, personalized, and relevant experiences—whether they’re watching a series or playing a game.

Consumers who use streaming platforms for both audiovisual content and gaming expect cohesive interactions, prompting brands to adapt their messaging strategies to engage not only gamers, but also casual viewers.
Brands can leverage these spaces to build meaningful connections with passionate audiences who value personalization and interactivity—especially among Gen Z and Millennials, who are particularly responsive to immersive, tech-driven experiences.

 

Conclusion:

The integration of video games into streaming services is reshaping how brands connect with consumers. This hybrid approach—blending interaction with passive content—gives advertisers the tools to experiment with innovative formats, optimize media planning, and build deeper, more authentic connections with diverse audiences.

Success in this evolving landscape will depend on balancing innovation with relevance, and adapting advertising strategies to match the convergence of digital entertainment.

 

 

If you want to discover how to make the most of this convergence between streaming and gaming in your advertising strategies—and how to design more immersive, effective, and personalized campaigns for your audiences—let’s talk!