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The mobile and console markets consolidated in-game advertising as a widespread tact for brand promotion. Yet the channel has a long way to go in captivating advertisers and consumers alike. This ÌÇÐÄÆƽâ°æ spotlight report explores gamers' ad preferences and aversions, as well as brands' expectations for games as a marketing platform. According to consumers, the most frequent in-game ad type is also the most distracting. Conversely, marketers require a medium that provides brand safety and the ability to measure campaign effectiveness. The report also proposes key industry shifts for the in-game ad segment, highlighting the channel's potential while featuring measures that could elevate its attractiveness. These moves include developing and implementing standards for the medium, embracing advertising technology (AdTech), and investing in solutions specifically designed for games.