So how can advertisers effectively use audio in the gaming environment to seamlessly immerse context-sensitive ads into the gaming experience?

For example, Paul Cranwell, VP of Strategic Partnerships, AdTonos, believes that audio is undergoing a revolution, especially in mobile gaming. In particular, according to him, marketers are opening doors to a new audience, including Generation Z.

Audio ads should provide a high level of response, enhancing the user experience and not interrupting the gameplay. Games will enhance the strengths of audio and help position it as an ideal alternative and complement to video.

Sally Keene, Head of Corporate Sales Northern Europe, Spotify, comments: “What I admire about in-game audio ads is the huge potential for creating immersive, engaging content that deeply resonates with users. Music and podcasts have become an integral part of the gaming experience, and users are turning to the personalization of the gaming experience en masse.”

The field of audio advertising has been around since the advent of radio, and brands have been experimenting with the medium and making very creative ads. They know the rules and methods. They can repurpose their content and give it new life.