More Aussies are engaging in video games more than ever before. And, there’s a gold ‘minecraft’ of opportunities waiting for advertisers to unlock.

Four in five Australians are gaming, and the average player spends 90 minutes a day immersed in games. For adtech leaders, this represents new opportunities to market to a highly engaged audience.
According to the Australia Plays 2023 report by IGEA (Interactive Games & Entertainment Association) and Bond University, 81 per cent of Australians are playing video games (up 21 per cent from two years prior).
“Over the past two years, we’ve seen the biggest increase in the number of Australians playing video games; from 17 million in 2021 to 21 million in 2023. The increase is a post-pandemic change likely resulting from greater use of online electronic devices and corresponding growth in digital experimentation and literacy,” the report stated.
At Sydney’s South by Southwest (SXSW) event in 2024, renowned adtech leader Rupert Pay shared his insights with AZK Media Managing Director Azadeh Williams, discussing the wide-open opportunities of adtech in gaming, significant challenges and the role of PR and marketing in making the most of this rapidly growing market.
Let’s jump into it!
Gaming in Australia is record high
The sheer scale of the opportunity for advertising in gaming is undeniable, but there's a gap that many players in the space have yet to bridge. While consumers are engaging with games, ad spend in this space has not followed as quickly as anticipated.
"The possibilities are huge, but what's really interesting to me is unlike other channels, ad dollars haven’t flowed into game advertising as fast as we'd expect," Pay explains.
He attributes this delay to some “core channel pain points” that need to be addressed for the market to fully realise its potential.
Fighting the channel pain points to win in a crowded market (Tekken style)
With the gaming space becoming a very crowded market, what does it take to break in from an advertising perspective? Pay believes the key lies in being an authentic thought leader and tackling the challenges head-on.
Pay suggests that it all begins by knowing the channel pain points and finding tailored solutions. Traditional models of advertising in games face blockers, such as a lack of understanding and a failure to address fundamental barriers to growth.
“You have to address the elephant in the room and understand what the blockers are and the barriers for the channel to kick on. By default, doing this will help you stand out,” Pay says.
"You can’t just boast about your product or service without recognising the challenges. It's about showing you understand the blockers and offering genuine solutions.
"By default, addressing the elephant in the room helps you rise above the noise."
Without PR and marketing, you are stuck on level one
Speaking to the importance of PR and marketing, Pay reiterates that these are not just a “nice to have” but an essential piece of the puzzle for any industry.
In the consumer space, highly influential platforms like TikTok have demonstrated the power of content creation. Rupert argues that the same principle applies to B2B brands, particularly in the adtech sector.
"In the consumer space, we see how content creation has become essential to marketing success. The same applies to B2B," Rupert explains.
"Good content is not just a supplement to your strategy, it's a core component."
PR and marketing are crucial for shaping perceptions and communicating the value of adtech solutions. By consistently delivering valuable, high-quality content, companies can build credibility, engage their audience, and stay ahead of the competition.
Four ways to navigate the adtech space like a Mario pro
Address channel pain points: Recognise the blockers in the market, whether they are related to technology, customer understanding, or market dynamics. Acknowledge these issues and propose solutions to unlock the full potential of the gaming and adtech space.
Adopt a thought leadership position: Stand out by providing real value to the conversation. Be a trusted advisor to your audience, offering insights and strategies that address current pain points and barriers.
Prioritise PR and marketing: In today’s competitive landscape, effective PR and marketing are indispensable. Content creation, storytelling and brand communication are essential tools in gaining traction and fostering trust with your audience.
Deliver real-world solutions: Focus on practical, real-world results that can be measured. Adtech companies that demonstrate how their products solve tangible problems will ultimately lead the charge in the industry.
Are you a ninja gaming opportunist?
The gaming industry in Australia represents a fertile ground for growth, but to be a ninja adtech opportunist and unlock its full potential requires overcoming significant challenges.
PR and marketing play a crucial role as companies aim to differentiate themselves in a crowded market. Just as social media has revolutionised content marketing in the consumer space, B2B brands in adtech must embrace similar strategies to create compelling narratives and build meaningful relationships with their audiences.
By focusing on practical solutions, building thought leadership, and investing in high-quality content, companies in the gaming and adtech space can position themselves for success as we move into the future.
Authored by Jessica Phillips, Senior Social Media and Communications Specialist at AZK Media.
At AZK Media, we specialise in helping global B2B technology companies get noticed in new and emerging markets. If you are ready to level up your company, contact us today.
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