Prioritizing Game Developers' Well-being in Digital Advertising

The gaming industry has undeniably come a long way, becoming a cultural behemoth with over 3 billion active gamers worldwide. Gaming ad revenues nearly doubled between 2019 and 2022, exceeding $8.6 billion. This sharp rise indicates that advertisers recognize the power of gaming platforms to connect with vast, multigenerational audiences. However, it's crucial to remember that the gaming audience is accustomed to a world of immersive experiences, artful storytelling, and groundbreaking technology. But the shine of this bustling industry often obscures the behind-the-scenes realities that game developers face. In recent years, there's been a growing call for the industry to address the needs and well-being of its development staff, and this is an aspect that is worthy of recognition in the realm of digital advertising and brand & people safety.

One notable development in this regard is the decision of CDPR to join the unionization movement in Poland's game industry. This decision came on the heels of the studio's 9 percent layoffs, signaling a shift towards recognizing the importance of labor rights and fair working conditions. This move is a powerful reminder that the gaming industry is not just about profits but also about the people who pour their passion and creativity into making these incredible worlds come to life.

The question arises: how can the industry find a balance between creating engaging gaming experiences and ensuring the well-being of its developers? Ubisoft's approach to condensed projects, as seen with Assassin's Creed Mirage, offers a promising alternative. This game is a fraction of the size of its predecessors, yet it still manages to captivate players by making them feel part of a larger world. Positive reviews highlight that quality can indeed outweigh quantity. Perhaps it's time for the industry to consider more streamlined projects that reduce the pressure on development teams while delivering great content. As the gaming industry continues to thrive, it's clear that it's not just a fad or an experimental marketing opportunity. Gaming is a gateway to the future, particularly when it comes to reaching Gen Z and beyond. Savvy marketers understand that connecting with these audiences requires more than just splashy ads; it involves understanding and respecting the gaming culture and its creators.  Finding a balance between creative excellence and a respectful work environment is paramount. By recognizing these needs, advertisers can build stronger connections with the gaming community while promoting a healthier and more sustainable industry.

To learn more about developments in brand safety as it relates to gaming and live entertainment, visit the BSI blog. To read more on brand suitability, and to hear more from industry professionals, check out all that Brand Safety Institute has to offer. From Brand Safety Officer, Brand Safe Workforce, and Brand Safe Business Partner certifications, to industry events and updated research, BSI has a wealth of knowledge to share. Don’t forget, we’re only a few weeks away from Brand Safety Week and the Brand Safety Summit, founded in partnership by BSI and GARM.