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Switch 2 (finally), GTA 6 to dominate, AI in game dev (again): Analysts predictions for 2025
Every year, we turn to a panel of trusted analysts to ask them what they see coming down the road, and ask them to asse…
www.gamesindustry.biz
Rhys Elliott, Midia Research
2025 predictions
Ads revenue will become more prominent on PC and consoleAfter an extended period of strong growth, the games market has begun to face growth challenges. Some game makers will turn to advertising – which has largely been untapped on console and PC – to drive growth. Advertising will become more prominent at platform level (Xbox and PlayStation menus) and at game level (immersive, interstitial, and rewarded alike).
What is more, mobile developers are increasingly entering console and PC (and will bring mobile ad monetisation learnings with them). While game developers have experimented with advertising in the past, the revenue stream is more viable now as programmatic advertising means ads are more automated and specific.
Gaming is now at the front of mind for marketers and there is also a necessity: the games market and advertisers alike need new revenue streams.
"Advertising will become more prominent at platform level and at game level... The games market and advertisers alike need new revenue streams"
Rhys Elliott, Midia Research
Gaming Analyst Predicts More Advertisements in Games on Your PS5 and Xbox
Could 2025 see an influx of advertisements in games? One industry analyst predicts you could see a lot of ads coming up.
www.gamesandwich.com
Games Industry.biz brought together a group of gaming analysts to give their informed opinions on big trends you should expect to see in 2025. Of course, many talked about the giant impact the Nintendo Switch 2 and Grand Theft Auto VI (if it isn’t delayed) will have on the market, but one particular prediction stood out to us for being something we could see a lot of gamers object to. Rhys Elliott, games analyst for Midia Research, thinks that advertisements in games might take off, particularly on PlayStation and Xbox.
How games could implement more advertisements
The way Elliott explains his reasoning seems to imply that the home page for your console will become more flooded with advertisements from other companies, but we could speculate to see a world where they go beyond that. Think about every time you open up the PS5 or Xbox dashboard when you are in a game. That’s plenty of real estate that could go to ads. Party chat, store pages, or even settings menus could be impacted with ads.Elliott also predicts the games themselves being injected with more ads going forward. He mentions these instances being “immersive, interstitial, and rewarded,” which implies things to be more built into the game world. Think of things like Monster Energy in Death Stranding or the restaurants in Crazy Taxi. You can also expect to see more crossovers like Squid Games in Call of Duty. We’ve seen a lot of mobile developers start making their jump into PC and console markets in recent years, so there is a chance the mobile way of monetization may try to further strengthen its grip in those areas.
