The gaming industry is not only transforming the world of entertainment but also reshaping the advertising and marketing landscape. With the collaboration between Paycell and Portuma, the AUDIO advertising model has officially gone live in more than 300 games, opening up a new communication channel for brands.

The Gaming World: The New Center of the Advertising Ecosystem

Globally, there are 3.9 billion gamers, while approximately 45 million active players are based in Turkey. This massive audience has turned games into far more than just a form of entertainment, positioning them as a powerful touchpoint for brands.

Digital gaming platforms—especially mobile games—stand out as environments where users spend long periods of time with a high level of attention. As a result, the impact of in-game advertising models continues to grow day by day.

From Experimental Budgets to Strategic Investments

In the past, brands allocated mostly experimental budgets to in-game advertising. Today, however, this approach has changed dramatically.

In-game advertising has now become:

A clear and integral part of annual marketing strategies

A performance-driven and measurable channel

An effective tool for brand awareness and engagement