This report aims to contextualize the in-game advertising opportunity, assess the future trajectory of the space, and evaluate how players across the games value chain – from developers and publishers to platform owners and ad technology vendors – should position themselves to capitalize.
The Analyst Team
As part of the Omdia channels, programming and advertising team, Matthew Bailey covers the global digital media sector, with a specific interest in digital media monetization strategies, ad-supported online video, digital advertising, ad-funded games, and games-related video content and platforms.
In his role as a Senior Analyst, his main research interests are in digital content and advertising. This includes mobile, social, and ad-supported online video (AVOD), within which Matthew provides analysis of key developments in online video content creation, vendor monetization strategies, and digital video advertising. He also writes on adjacent developments in the broader digital advertising market, OTT video, digital publishing, social media, video games, and next-generation forms of advertising, media and entertainment. Prior to joining Omdia, formerly Ovum, in 2015, Matthew worked as a senior research analyst at MarketLine. He holds a degree in English language and literature from the University of Leeds.
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