based on individual preferences. A trainer enthusiast sees Nike ads, while another player gets a timely reminder about a local supermarket promotion. Retail media networks (RMNs) make this level of customisation possible, seamlessly integrating real-world consumer behaviour into gameplay. This is not just about ad placement. It is about leveraging behavioural signals to build deeper user personas.
Branded content takes this even further. A partnership between The Sims and Sephora could introduce virtual makeup kits that players unlock, customise, and share. RMNs provide the data to ensure these collaborations resonate with audiences and drive real-world conversions, making brand integration feel organic rather than intrusive. Beyond marketing, RMNs can even shape game development itself. If data reveals that players are binge-watching sci-fi or showing a growing interest in sustainability, these insights could influence narrative arcs, themes, or even gameplay mechanics. This is more than just advertising; it is innovation powered by real consumer behaviour.
THE ROLE OF QUICK COMMERCE & OFFSITE TARGETING The real value of RMNs in gaming is not just about in- game placements, but onsite targeting, where gaming apps leverage behavioural insights to drive engagement within their own ecosystem. A prime example? Quick commerce partnerships. One particularly untapped opportunity lies in quick commerce partnerships. Food delivery and ride-hailing apps already understand user
intent that people waiting for their food, or an Uber have idle time. Imagine a seamless prompt: “Your food will be ready in 20 minutes. Why not pass the time with this game?” This integration could turn downtime into valuable engagement, offering a natural funnel for game discovery and new user acquisition. Beyond onsite engagement, RMNs also offer behavioural data to inform advertising beyond the gaming ecosystem. If a player engages heavily with futuristic themes in a game, they might be more likely to respond to ads for sci-fi movies, VR headsets, or electric vehicles in external digital environments. This extends the impact of RMNs beyond the confines of the game itself, creating richer, cross-channel marketing strategies.
THE WAY FORWARD - FROM MARTECH TO GAMETECH
For RMNs to work in gaming, the industry needs tools built for trust. Privacy-centric data clean rooms are the key here, allowing brands and developers to share anonymised data without ever exposing sensitive information. It is a win-win: advertisers get sharper targeting, while developers maintain control over their most valuable asset.
The gaming industry is at a crossroads. By leaning into RMNs, developers have a chance to lead the next wave of advertising innovation, redefining how brands and players connect. The future is not just about better games; it is about building smarter, more integrated ecosystems where every interaction adds value.
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