How does CTV advertising work for gaming?

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Last updated: April 8, 2026

Quick Answer: CTV advertising for gaming works by delivering targeted video ads to viewers on connected TV devices like smart TVs, streaming sticks, and gaming consoles. It leverages programmatic buying platforms to automate ad placements based on user data, with the global CTV ad market projected to reach $31.1 billion by 2025. Major gaming companies like Electronic Arts and Activision Blizzard use CTV ads to promote new releases, often integrating interactive elements that allow viewers to engage directly from their screens.

Key Facts

CTV ad spending in the US reached $21.2 billion in 2022, growing 14.4% from 2021
Over 80% of US households have at least one connected TV device as of 2023
Programmatic CTV ad buying accounts for approximately 65% of all CTV ad transactions
Interactive CTV ads can increase engagement rates by up to 47% compared to linear TV ads
The average CTV ad completion rate for gaming content exceeds 95%

Overview

Connected TV (CTV) advertising represents the evolution of television marketing in the digital age, specifically targeting viewers who consume content through internet-connected devices rather than traditional broadcast or cable systems. The technology emerged in the late 2000s with the proliferation of smart TVs and streaming devices like Roku (launched 2008) and Apple TV (first generation released 2007). For gaming, CTV advertising gained significant traction around 2015 as gaming consoles like PlayStation 4 and Xbox One expanded their streaming capabilities. The convergence of gaming and streaming created a unique ecosystem where 72% of gamers reported using their consoles for streaming video content by 2020. This overlap between gaming hardware and streaming platforms created fertile ground for targeted advertising, with the gaming industry's global revenue reaching $184.4 billion in 2022, making it an attractive market for CTV advertisers seeking engaged audiences.

How It Works

CTV advertising for gaming operates through a multi-layered technological infrastructure. First, advertisers use demand-side platforms (DSPs) to purchase inventory programmatically, accessing ad space across various CTV apps and services. These platforms employ real-time bidding algorithms that evaluate user data points including viewing history, device type, geographic location, and inferred interests. For gaming specifically, advertisers can target based on gaming console ownership, game genre preferences, or even specific game titles played. The ads themselves are delivered as video pre-roll, mid-roll, or post-roll placements within streaming content, with technical specifications typically following IAB standards for digital video. Advanced implementations include shoppable ads that allow direct purchase of games through QR codes or voice commands, and interactive overlays that can be activated via remote control. Measurement occurs through attribution tracking that connects ad views to subsequent game downloads or purchases, often using device IDs and first-party data from platform partners.

Why It Matters

CTV advertising matters for gaming because it reaches audiences during their leisure time with higher attention rates than mobile or desktop ads. With the average gamer spending 8.5 hours weekly playing and 6.5 hours watching gaming-related content, CTV provides access to this engaged demographic in a premium viewing environment. The impact is significant for game launches, where CTV campaigns can drive 30-40% of initial awareness for major titles. For indie developers, CTV offers scalable targeting that was previously only available to AAA studios with massive TV budgets. The technology also enables precise measurement of return on ad spend through closed-loop attribution, addressing a historical challenge in gaming marketing. As the lines between gaming, entertainment, and social platforms continue to blur, CTV advertising represents a crucial channel for reaching the modern gamer who increasingly consumes content across multiple screens and platforms simultaneously.