Gaming and Esports Advertising Framework

Gaming and Esports Advertising Framework

As the gaming ad market continues to grow rapidly and demand for innovative new formats intensifies, we have worked with our members and industry partners from the UK and Europe to create a unified advertising framework for gaming and esports. Our aim is that this framework will enable further growth of the gaming ad market in a sustainable and efficient way, ensuring that key terms are standardized and that there is shared understanding within the industry.

The framework can be used by anyone who is currently buying, selling or looking to buy/sell gaming ad inventory. Its primary use is for brands, agencies and publishers - who may not currently use gaming-related terms every day - but will increasingly need to communicate with one another as . . .


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