Admix, a leading provider of in-game ad tech, has shaken up the market by a merger with Landvault and committing to a Web3-based vision for the company. But there are still good reasons for optimism about the future of in-game advertising.
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As Admix pivots to Web3, is there still a future for in-game advertising?
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In-Game Advertising, part 4 - The Future - 2020
Report / 24 Jul 2020 / Matthew Bailey
In this final entry in Omdia’s in-game advertising series of reports, we 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.
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The Analyst Team
Liam Deane
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Liam leads Omdia’s games tech coverage with his research focusing on the technology and services that power the video games market, and exploring the B2B value chain connecting games development to service providers to consumers.
Prior to joining Omdia, Liam worked at Irdeto, a digital platform security company and owner of Denuvo, a leading provider of security technology to the games industry, where he advised senior management and product teams on market trends and strategy. Before that, he worked as an analyst covering the video games and broader digital media market at Ovum, one of Omdia’s predecessors. Liam holds a master’s degree in philosophy from UCL, and with a background spanning both analyst research and first-hand industry experience, Liam has a unique blend of experience informing his work analyzing the complex games industry ecosystem.
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