Gaming is booming—So why are advertisers still holding back?

Despite commanding a staggering 3.5 billion players globally and clocking a 6% year-on-year rise in time spent, gaming remains dramatically underleveraged by advertisers. According to Dentsu’s newly released 2025 Gaming Trends Report, titled “Gaming, Your Marketing Cheat Code”, the medium receives less than 5% of global media investment, a striking mismatch between audience attention and ad dollars.