Youngsters, under 25, are fond of digital games in India. They are not hostile towards watching the ads. Most of the paid gamers in India spend handsomely on in-app purchases.

India is a mobile-first gaming market. Mostly the games are played on hand-held devices.

Consumer goods, automobiles and entertainment are suitable for in-game advertising. There are good conversion rates, depending on the ad format and the targeting tools used.

In-game advertising can become exciting when it is made interactive.

It is to be noted that ads should load quickly. Here user experience matters a lot . Non-intrusive formats should be used which go with the games. Marketers and game developers should co-create the ads. Some ad spots could be native. Some ad spots could be audios. They are less intrusive.

Ads should not appear alongside offensive or inappropriate content.

How to measure the success of in-game placements? Here the approach is more nuanced. Traditional metrics are the number of impressions, click-through rates, engagement rates. Sponsored game modes give additional tracking opportunities. We can measure the time spent on the game and the progress made by a player in that game. It assesses the players engagement.