As 2024 comes to a close, the gaming divisions of the agency holding companies are reporting that this was their biggest year yet. The secret behind much of this growth? Roblox.
As gaming evolved from an experimental area to a standard portion of brands’ media planning in recent years, agency holding companies responded by spinning up their own dedicated gaming divisions. At the moment, four of the “big six” holdcos have gaming-specific offerings, including Dentsu Gaming, Havas Play, Publicis Play and Omnicom’s LevelUp OAC. Digiday contacted four agencies, including Wavemaker, The Marketing Arm, Publicis Media and Dentsu, to see how their business grew or evolved in 2024.
A year of growth
Across the board, representatives of the holdcos and the agencies that comprise them said that their gaming business had grown over the past year, both through interest from new clients and via increased spend in the space on the part of pre-existing clients — although these statements were largely anecdotal and not backed by specific numbers.
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The original post is at Marketing Archives – Digiday
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