This event will bring traditional and digital agency planners, buyers, creatives, and brand marketers together to educate and evangelize the power of gaming as an effective and valuable platform to reach consumers. ​

Advertising agency executives, media planners/buyer, and brand marketers are all welcome to attend the IAB PlayFronts for free. IAB reserves the right to cancel any registration that does not meet the criteria. Just request your complimentary pass below then register with the Promo Code that will be sent back to you. Looking forward to seeing you on March 26-27 in NYC or virtually!

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During this one-day event, we identified rising opportunities and discussed challenges with experts and thought leaders – defining key initiatives and informing our roadmap.

Don’t miss this post-event webinar on Tuesday, November 28th, where we recap what was discussed and share insights from industry leaders.

Reserve your spot now and join us for this insightful event!

This webinar will be hosted virtually via Zoom. Please add the event to your calendar after registration to receive your unique Zoom link.

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A fresh new sound reverberated through a crowded rec room where a local DJ was throwing a back-to-school party for his sister. This “Merry-Go-Round” sound captivated the audience as the DJ mixed records between twin turntables creating what would be known as the breakbeat. It was August 11, 1973, in the South Bronx, the DJ was Kool Herc, and a new musical art form was taking shape – hip-hop.

Meanwhile, a decade earlier in a university computer lab, a different kind of creative expression was emerging. A group of young programmers led by a student huddled around hulking mainframe computers, coded software, and played some of the earliest video games. It was February 14, 1962, in Massachusetts, the student was Steve “Slug” Russell, and the video game – Spacewar!

At first glance, hip-hop culture and gaming seem worlds apart. But by the 1990s, both had broken through as mass culture touchstones. How did these niche interests, criticized for glorifying violence, overcome controversy to make it big? Their stories have surprising parallels.

Hard Knock Origins

Gaming arose from unassuming beginnings. The first widespread video game, Spacewar!, came from tech students at MIT who programmed a space battle simulation on a $120,000 DEC PDP-1 computer in 1962. The makers of Spacewar! were part of an early niche gaming community, centered around universities and computer science labs, who pushed the boundaries of this new interactive medium. These early gaming pioneers shared a do-it-yourself spirit with the improvisational nature of hip-hop DJs and rappers. Throughout the 1960s and 70s, gaming slowly developed through the creation of arcade games like Pong, text-based adventure games, and basic console systems. Though still mainly seen as a geeky subculture, gaming was laying the groundwork for the breakthrough hits that would eventually bring it blockbuster success.

Hip-hop emerged from humble beginnings at a pivotal time in New York City’s history. With the Bronx in economic turmoil and city services slashed, teens found escape in a new cultural movement birthed from adversity. Pioneers like DJ Kool Herc, Afrika Bambaataa, and Grandmaster Flash improvised techniques like breakbeats, rapping, scratching, and sampling. They drew inspiration from the records they spun to form a new sound. Energetic crews threw park jams, turning their art form into live performance. As hip-hop spread, its do-it-yourself ethos expanded beyond music into fashion, visual arts like graffiti, and dance like breakdancing. United by a sense of innovation and resourcefulness, the hip-hop community turned hardship into raw expression. Much like early gaming innovators, hip-hop founders built an inclusive subculture by pushing creative boundaries.

Leveling Up to Mainstream Appeal

For hip-hop, the watershed moment was the 1979 smash “Rapper’s Delight” by Sugar Hill Gang, which brought rapping to radio and the Billboard charts for the first time. Throughout the ‘80s and ‘90s, hip-hop entered its “golden age”, with artists like Run-DMC, N.W.A, Public Enemy, LL Cool J, Tupac, The Notorious B.I.G., Wu-Tang Clan, and many more vaulting the music from its urban American roots to the world stage. The sounds and styles were as diverse as the voices. Regions like Los Angeles, Atlanta, and Miami also emerged with their own distinct hip-hop styles. As the music and culture flourished into a rich mosaic, hip-hop solidified its status as a generational movement changing the sound and face of mainstream music itself.

Gaming found its mascot in Mario, the plucky plumber who starred in Donkey Kong, and whose Super Mario Bros. for NES led the industry out of the 1983 crash into a 1990s renaissance. Other landmark titles like Sonic the Hedgehog, Street Fighter II, Mortal Kombat, Donkey Kong Country, Doom, and Final Fantasy VII cemented gaming as a global force. Online connectivity also arose during hits like Quake and Diablo, allowing competitive and cooperative play. Gaming had graduated from simple diversion to complex interactive entertainment and community.

Not Just Fun & Games

With great popularity came great pushback. Critics lambasted hip-hop’s glorification of gangs, drugs, and hypersexuality. Civil rights activist, C. Dolores Tucker became the face of the anti-hip-hop crusade, fighting censorship battles against 2 Live Crew, Ice T, and Tupac. These crusades led to the now famous, “Parental Advisory” sticker that can now be found on all music deemed inappropriate. Though hip-hop welcomed its broad new audience, it refused to compromise its core essence of speaking its truth. As hip-hop artists like N.W.A., Tupac, Biggie, and others topped the charts, their lyrics and themes were not watered down or sanitized for mainstream consumption. They maintained their gritty authenticity.

Video game controversies similarly played out on the public stage. Lawmakers grilled the makers of games like Mortal Kombat and Night Trap, resulting in the 1994 creation of the Entertainment Software Ratings Board (ESRB). As graphics became more realistic, watchdogs worried games normalized violence and discouraged real-world empathy. Games like Grand Theft Auto (GTA) faced public scrutiny for their portrayal of drug use, alcohol use, gun violence, and sexual conduct despite being one of the most successful gaming franchises of all time. Showing that the industry continues to stand firm on its freedom of expression.

Culture Defining

Hip-hop and gaming overcame freedom of expression controversies, showing the deep roots of these art forms. Both continued growing their audiences and messages despite critics. This resilience intrigued businesses that saw the profit potential. Huge brands eagerly sponsored hip-hop artists and placed products in games. Advertising in hip-hop culture has become big business, and gaming seems to follow suit.

For brands craving young demographics, hip-hop’s “cool factor” proved irresistible. Coca-Cola and McDonald’s forged deals with rappers to tap into urban culture in the ‘80s. Nike’s Spike Lee Air Jordans ads turned sneaker culture into big business. The popularity of hip-hop culture also extended into the gaming industry, as hip-hop music was incorporated into the soundtracks of various sports games. Additionally, hip-hop’s influence manifests directly in video games like Def Jam: Vendetta, which featured hip-hop musicians and culture as central elements of gameplay. As hip-hop went pop, virtually every industry wanted in on the action.

Now gaming has become the new darling of advertisers. The fanbase is 80% Gen Z and Millennial – digital natives brands desperately want to reach. Energy drinks like Red Bull sponsor pro gamers. Gaming has expanded its reach from just being played on screens to movie and television screens as well. One of the biggest hits of 2023, the HBO series “The Last of Us,” was adapted directly from the popular Playstation video game of the same name. The misperceptions that once deterred brands from advertising in games are diminishing, and research has shown that brands can find success with in-game advertising. Brands craft in-game advertising and hire streaming influencers to reach a third of the world who are playing games.

The Uncanny Connection

While springing from vastly different roots, hip-hop and gaming retain striking similarities:

• Fringe origins among marginalized groups seeking voices of expression
• Turning stigmatized activities into celebrated artforms
• Fighting censorship and stereotypes around violence to be embraced by the mainstream
• Becoming big business magnets that retain their countercultural mystique

Their journeys mirror each other across the decades. And they demonstrate the irresistible power of youth-driven creativity. Their messages just beg to be heard – no matter how much the gatekeepers resist.

What’s Next?

Hip-hop now spawns global superstars like Kanye, Jay-Z, and Drake who rap about wealth and status, a shift from hip-hop’s rebellious roots. Meanwhile, gaming has surged into a $200 billion industry, rivaling Hollywood. However, as corporations rush into these lucrative markets, co-opting creative subcultures carries risks. Savvy brands must avoid exploiting hip-hop and gaming purely for profit. Instead, thoughtful partnerships that demonstrate actual respect, understanding, and affinity for these communities are needed. Authenticity matters more than ever when companies tap into youth-driven art forms.

Young audiences spot pandering a mile away. To succeed in these spaces, you must engage culturally on a deeper level. Don’t view these communities as faceless demographics. See them as people – with passions, interests, and voices deserving to be heard.

Then you may earn a seat at the table.

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Two-thirds of Americans are now regular video game players (ESA, 2022) proving that gaming has entered the mainstream. This large, highly engaged, and receptive audience represents a significant opportunity for savvy marketers.

To help marketers capitalize on this channel, IAB has developed its newest course – Gaming 360. This timely training will equip you with the knowledge and skills to successfully integrate gaming into your marketing strategy.

Join us for the inaugural presentation of IAB’s Gaming 360 course, after which you’ll be able to:

• Overcome common misperceptions held about gaming advertising
• Understand the breadth of the gaming ecosystem and available advertising opportunities
• Understand gaming audiences, and their motivations and drivers
• Understand how to apply media planning, buying, measurement, and creative principles & tactics in gaming advertising

This session will also feature a panel of industry experts discussing the current challenges and opportunities in gaming advertising.

Attendees may register to join this training virtually or in-person.
Afternoon snacks and refreshments will be provided for in-person attendees.
Registrants will also receive complimentary access to the eLearning version of Gaming 360 upon its launch.

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We’ll dive into various topics across Audience, Creative, Measurement, Programmatic Buying, and Brand Safety.

Most importantly – YOU have the opportunity to submit your most pressing questions in advance and we’ll incorporate them into the day’s discussions. After registering for the event please submit your questions via the survey link provided.

Please note that In-Person registration is reserved for Brand and Agency marketers and all industry professionals are welcome to attend virtually. Virtual registrants please add the event to your calendar from your registration confirmation email to receive your unique Zoom link. Light breakfast will be provided for In-Person attendees.

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The Genesis of PlayFronts

PlayFronts took over nine months to greenlight. There was a business case with financial projections, a market analysis, and verbals from a handful of gaming publishers eager to pitch, but what we couldn’t predict was whether anyone would come. It’s not a show if there is no audience. Then, after kicking the can down the road for nine months, there came a point where we had to bite the bullet and take a chance. Digital video had already charted the course for us, and it was clear that a marketplace connecting buyers and sellers was essential to growing brand awareness and investment in emerging channels. If gaming really is the next advertising frontier and if we really wanted to carve out a place for brands and advertisers on this mass market entertainment channel, we had to bet big on gaming.

PlayFronts launched April 4th, 2022 at 9am EST. At approximately 7.15am when we were waiting for the doors to open, IAB CEO David Cohen turned to me and said ‘I just hope people turn up. It would be really embarrassing if we’re here in this cavernous space alone.’

The Success of PlayFronts 2022

The inaugural PlayFronts surpassed any expectation we had. The energy at the event was buoyant, a mix of gaming enthusiasts excited to have a big stage event dedicated to advertising in games, and people excited to finally be back at in-person events. Not only did people show up, but it was standing-room only for most of the day. When the event wrapped, security had to usher us out. But most importantly, deals got done. Anecdotally, one presenter told me that they had eight meetings set up before the end of day. Another recently shared that 90% of his business came from PlayFronts in 2022. As a result, we had presenters signing on for year two before the day was out.

The Paradox of Success

Planning the first PlayFronts came with a lot of unknowns: How big of a venue should we book? What mix of presenters should we curate? How long of a day can we hold an audience for? But it was exciting and all upside. I felt scrappy, and was able to fly under the radar because it was an experiment. “No budget for a host? I’ll do it.” “No time to do original research on gaming? I’ll do a keynote”. The only requirement for success was that we put the best of the best on stage and then let the chips fall where they may.

As counter-intuitive as it might sound, planning the second PlayFronts felt a lot more daunting. Unlike year one, year two came with expectations, and this time we did have something to lose: The event equity we had built in year one.

We also had a new challenge: How do you evolve an event to feel fresh and additive without changing the formula and making it so different that it loses what made it successful in the first place? How do you replicate the magic without replicating the content or the experience? Herein lies the paradox of success. These were the year two bets we placed:

• Expanded the event from one to two days to accommodate a more diverse array of presenters and broaden our coverage of the gaming ecosystem
• Upgraded the venue
• Commissioned original research on the misconceptions of the buy-side when it came to advertising in games
• Created the Partner Hub – a dedicated meeting space with assigned stations to allow attendees to more easily and comfortably connect with presenters
• Incorporated more of the IAB editorial voice in the programming by introducing two panels to the line-up focused on addressing two of the biggest buy-side concerns head-on: Brand safety and audience relevance.

PlayFronts Year 2 and beyond

Like they say, if you’re not growing you’re going backwards, and PlayFronts year two did not disappoint. We had more registrations and attendees than year one, and the feedback on the broader mix of presenters and content has been overwhelmingly positive. It was also encouraging to see how much the space has matured since last year. We had more brands on stage sharing real results and a roadmap for creating an authentic presence in gaming communities.

Of course a marketplace is just one part of helping brands find their audiences in gaming. There is much work to be done to bring this market to maturity. On our roadmap this year:

• Gaming Leadership Summit: Later this year we’ll be launching the first Gaming Leadership Summit which will seek to bring together a small cross-section of leaders from across the gaming ecosystem both buy and sell-side, to workshop solutions for reducing friction and optimizing spend. If you’re a leader in the gaming space, whether a publisher, ad tech enabler, agency or brand, please reach out to zoe@iab.com to see if you qualify to participate.
• Education: Just as buyers had to adjust our understanding of television to tap into the power of digital video, we also have to educate buyers on how to approach interactive mediums. As such, we’ll be launching a Gaming 360 L&D course this year, our 101 course on how to advertise in gaming.
• Creative Standards: Getting the ad experience right is important in any medium, but is especially important in gaming. Supply relies on gaming publisher buy-in and publishers will be reluctant to integrate ads that create a sub-par experience for their players. The gaming audience is also very protective of their community and intolerant of any brands that appear inauthentic or that break the illusion of gameplay. To this end we’ll be kicking off a project in late April to define creative guidelines for ads in games. If you have expertise in this area and would like to be part of the industry group creating these standards, please reach out to games@iab.com
• Research: This Fall we’ll be conducting some quantitative research into the themes that emerged from our qualitative study earlier this year. To download a copy of our latest gaming research report please visit https://www.iab.com/insights/finding-success-with-in-game-advertising/  

PlayFronts 2024. Where to next?

And now we find ourselves back at the same question: Where do we go from here? How do we replicate the success of years one and two next year without being repetitive? Some ideas we’re considering include simulcasting from various locations across the country, hosting group watch parties where remote viewers can tune in together, incorporating hands-on workshops during one day, and expanding the Partner Hub into a PlayGround – an expo-like experience where attendees can meet with vendors and publishers and experience interactive demonstrations.

Reach out to zoe@iab.com to let me know where you’d like to see us take PlayFronts in 2024. I’d love to hear from you!

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Two out of every three Americans play video games through various platforms (ESA, 2022), and gaming is third only to TV and social media in terms of where audiences spend their time (Newzoo, 2023)–yet gaming captures less than 5% of advertiser budgets.

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Two out of every three Americans play video games through various platforms (ESA, 2022), and gaming is third only to TV and social media in terms of where audiences spend their time (Newzoo, 2023)–yet gaming captures less than 5% of advertiser budgets.

This report will guide the industry to find common ground and alignment to unlock investment and . . .

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