A campaign posts 80% reach and a strong click-through rate. Three months later, the brand tracking study comes back flat. No lift in unaided recall, no meaningful change in aided recognition. This happens more often than most media plans account for, because reach and impressions measure delivery, not perception. They tell you an ad was […]
A media buyer runs a survey after a campaign and sees awareness numbers move. The client is happy. Nobody asks which kind of awareness moved, or whether it changes what gets purchased. That gap is where media plans quietly waste budget. Brand awareness is not one number. It is a set of distinct mental states, […]
At inStreamly, we believe in the power of the gaming community to drive real-world change. The FIRECATCHERS campaign is the ultimate testament to this. In partnership with Havas Play France and the French Fire and Rescue Services (Fédération nationale des sapeurs-pompiers de France), we helped turn Twitch viewers into a life-saving, real-time wildfire early-warning system. […]
A brand can run a flawless TV spot and still fail to register with anyone under 25. That is a channel problem, not a creative one. 64% of gamers use ad-blocking tools, and 62% of livestream viewers have already left traditional TV. Gaming and live streaming are where that audience spends its time, and where […]
Most event activations compete for attention in the same way. A visitor approaches a booth, collects a sample, takes a photo, scans a QR code and moves on. The interaction may look good in a post-event recap, but in reality, it often lasts only a few seconds. At Pyrkon 2026, we wanted to create something […]
A report showing 4 million impressions and a 0.4% click-through rate looks like a result until someone asks whether the target audience remembers the brand a week later. Most advertising effectiveness reporting stops at the numbers that are easiest to pull from a dashboard: impressions, clicks, view rate. None of these confirm that exposure changed […]
Ask a media buyer to list every ad they saw yesterday and most will stall after the third one. Ask them which brand comes to mind first when they think of energy drinks, streaming platforms, or telecom providers, and the answer arrives instantly, with no list to search through. That instant, unprompted answer is top-of-mind […]
Mountain Dew ran a creator accelerator program built around a Discord community, not a single ad flight. The result was a 28% lift in brand affinity among 16 to 24 year olds and over 71 million organic views from viewers who chose to watch rather than had the content pushed to them. No pre-roll produces […]
A campaign dashboard can show impressions, clicks, and reach climbing every day. None of those numbers answer the question that actually predicts whether the spend paid off: when a shopper thinks about the category next week, does your brand come to mind? That is what a brand recall survey measures: the gap between exposure and […]
Millions of views and massive engagement hours look fantastic on a pitch deck. But let’s be honest: do they actually drive bottom-line growth, or are they just making your reports look pretty? At inStreamly, we believe in moving past the surface-level hype. We help brands reach gamers natively through the experiences they love, embedding messages […]
A campaign can hit every impression target on the media plan and still leave no mark on how people think about the brand. That gap between delivery and impact is exactly what brand lift measures. It answers a question reach numbers cannot: did anyone’s mind actually change? For campaign planners, brand lift studies are the […]
The global video game industry generated $188.8 billion in revenue in 2025, and it is on track to reach roughly $205 billion in 2026. That single figure is larger than the global box office and recorded music industries put together. Behind it sits an audience of 3.6 billion players, more than 61% of everyone online. […]
A brand manager planning a gaming sponsorship usually starts with a name. The biggest streamer in the category, the one with millions of followers. It feels safe because it looks like reach. But the maths under that instinct is weaker than it appears. On Twitch, the average channel draws about 26 concurrent viewers, and the […]
A pre-roll ad and a live stream integration can reach the same person on the same screen, and the brain files them under two different categories. One is an interruption the viewer waits out. The other is part of an experience the viewer chose to attend and is paying attention to in real time. That […]
Most brands plan their first Twitch campaign the same way. They open the ad manager, compare formats, check the CPM, and build a media plan around the cheapest route to a thousand impressions. The campaign goes live, and the brand lift study comes back flat. The problem is rarely the creative. A large share […]
Gen Z gamers are not just another audience segment inside gaming – they are shaping how the entire ecosystem evolves. Born between 1997 and 2012, this generation grew up with smartphones, social media, and on-demand content. Their expectations toward interactivity, personalization, and social connectivity directly influence platform design, monetization models, and brand integrations. Understanding Gen […]
We surveyed 200 viewers and 57 streamers in Romania to find out how gaming audiences consume live content, how they feel about brand sponsorships, and what that means for brands looking to enter or expand in the Romanian market. The results are clear. This is not a passive, casual audience. And they are far more […]
Every digital campaign produces impressions. Most of them produce nothing else. A brand can run a display campaign across a hundred placements, hit the reach target exactly, and still find that almost nobody who saw the ads can name the brand a day later. Ad recall is the metric that exposes this gap. It tells […]
It’s nothing new in marketing – brands should adjust their communication to the desired target group. That’s why non-endemic brands need to understand the different types of gamers when investing in profitable gaming and esports audiences. Let’s dive into it.
The global gaming audience reached 3.32 billion active players in 2026, and women are a major part of that growth. Female gamers are no longer a marginal segment of the industry – they represent a structurally significant share of players across regions, platforms, and age groups. Understanding women in gaming statistics today is less about […]
How much can a Volkswagen Transporter carry? If Jason Statham is in the driver’s seat, the vehicle fits Germany’s top marketing prize in the back. Winning the Deutscher Mediapreis for “Media-Idee Social Media” and the Internationalist Award (Gold) confirmed that Volkswagen Nutzfahrzeuge found a way to reach craftsmen and fleet managers by joining their conversations. […]
In-game purchases are no longer a side mechanic in digital entertainment. They are the economic engine of modern gaming. From skins in Fortnite to player packs in FIFA Ultimate Team, microtransactions in games have transformed how developers monetize and how players engage. What started as optional cosmetic upgrades has evolved into a complex ecosystem of […]
For a traditional dairy giant like Mlekpol, targeting Gen Z gamers (aged 16-25) presented a tough hurdle: how to enter their world without being “cringe” or intrusive? Gamers are notoriously allergic to traditional advertising that interrupts gameplay. The challenge was not just to display a logo, but to seamlessly integrate Łaciate Protein+ into the gaming […]
Gaming is the heartbeat of Gen Z. The stats don’t lie: 92% of Gen Z are gaming enthusiasts, and 79% actively consume gaming content – from trailers and tutorials to full-blown streams. For this generation, Twitch is their television, their stadium, and their community center, with 50% of users watching at least 8 hours of […]
The gaming industry enters 2026 with renewed momentum. After a period of post-pandemic correction, gaming market growth is accelerating again — but the structure of the market is fundamentally different than it was even three years ago. Platform convergence, generative AI, cloud gaming, user-generated content (UGC), and distribution shifts are redefining how value is created […]
The global gaming market is no longer a niche entertainment segment. It is one of the largest and fastest-evolving sectors in the global media economy. But how big is the video game industry in 2025 – and what do those numbers actually represent? Understanding gaming industry revenue requires clarity about definitions, segments, and what is […]
Q1 2026 was defined by relentless scaling. We upgraded our platform architecture and pioneered the rollout of Gaming 360° activations in Poland., strengthened our partnerships team. To top it off, we cemented our leadership at the heart of the nation’s most influential creator community gathering. Across inStreamly and New Game +, we kept building the […]
Why does “Offer Ends Tonight” feel more compelling than “Special Offer Available”? Why are free trials so effective at converting users into paying customers? The answer lies in loss aversion – a core principle of behavioral economics showing that people experience losses more intensely than equivalent gains. For marketers, this asymmetry explains why urgency, scarcity, […]
For years, the stereotype of a gamer was simple: teenage boy, console, bedroom. The data in 2026 tells a completely different story. Gaming is now one of the largest entertainment activities in the world, spanning generations, genders, devices, and regions. To understand modern audiences – whether for marketing, media, or product strategy – we need […]
The year 2023 undoubtedly marked the inception of a marketing boom within metaspaces. A revolutionary surge saw the integration of renowned brands like BMW, Coca-Cola, Adidas, Barbie, Lego, Nike, Vans, and McDonald’s into the expansive landscapes of Roblox and Fortnite.
More choice feels like a competitive advantage. More streamers, more games, more ad formats, more activation options. In theory, a larger selection increases the chance that a brand finds the exact fit for its audience. In practice, too many options frequently reduce conversions and in gaming marketing, they can paralyze campaign planning entirely. Decision fatigue […]
Social proof is one of the simplest explanations for a pattern every marketer sees: when people feel uncertain, they look for signals that others have already made a choice – and that the choice worked out. In marketing, social proof is the use of visible evidence (reviews, testimonials, endorsements, user stats, media mentions) that helps […]
FOMO marketing works because it reframes a decision from “Should I buy?” into “What do I lose if I wait?” Scarcity, urgency, and exclusivity reduce hesitation and accelerate action. In most markets, brands deploy these tactics on an audience that encounters them occasionally – a flash sale, a limited-edition product, an “only 3 left” label […]
E-commerce platforms face a fundamental problem when approaching gaming audiences: gamers can smell advertising from miles away. Traditional retail brands attempting to “enter gaming” typically follow a predictable playbook: sponsor an esports team, run banner ads during streams, maybe create a branded Twitch overlay. These approaches share a common flaw – they treat gamers as […]
Traditional economic theory assumes that consumers act rationally, evaluate all available options, and choose what maximizes utility. Behavioral economics showed this was wrong. And nowhere has that finding been more thoroughly field-tested than in the gaming industry. Free-to-play games, live-service titles, and in-game stores have been running behavioral economics experiments at scale for over a […]
Consumers like to believe they make rational decisions. Marketers often assume the same. In reality, purchasing behavior is shaped less by deliberate analysis and more by mental shortcuts known as heuristics. These shortcuts simplify complex choices, reduce cognitive effort, and allow people to decide quickly in environments overloaded with information. Understanding cognitive biases in marketing […]
Every marketing strategy ultimately depends on one fundamental question: how do consumers make decisions? Budgets, media plans, targeting strategies, and creative executions all assume a certain behavioral logic. When that logic is misunderstood, even well-funded campaigns underperform. Understanding the consumer decision making process is therefore not theoretical; it directly influences how brands allocate attention, build […]
For years, ad blockers were treated as a technical annoyance. Today, they are a strategic reality. If you’re a marketer running digital campaigns, understanding how ad blockers work is no longer optional. It directly affects your reach, your measurement, and ultimately your ROI. This article explains ad blocker mechanics in simple terms — and why […]
Digital advertising has never been more expensive.At the same time, ad avoidance has never been more sophisticated. So how many people use ad blockers in 2026 — and what does that mean for marketing leaders trying to reach Gen Z, gamers, and digitally fluent audiences? The answer is not marginal. It is structural. Globally, more […]
Gen Z is the first generation raised entirely inside the attention economy. They never experienced a world without algorithmic feeds, infinite content availability or persistent digital connectivity. As a result, their media habits – how they focus, engage, consume, and filter – have been shaped by platforms built to maximize time spent and extract attention […]
In digital communication, attention is no longer a vague concept – it is a measurable, economic resource. As advertising costs rise and audience behavior becomes increasingly fragmented, brands need reliable ways to assess whether users not only see content, but actually engage with it. This shift makes attention metrics one of the most important areas […]
We’ve been busy behind the scenes. While 2025 was a year of transformation, 2026 is about execution and precision. We’ve rebuilt our engine to ensure that your brand doesn’t just “appear” on a stream but becomes a meaningful part of the gaming ecosystem. 📋 Release Notes: Version 2.0 at a Glance Kick Integration: Full parity […]
In today’s digital landscape, attention has become the single most valuable resource in marketing. Users are exposed to more content than ever, while their capacity to process information remains unchanged. As described in Attention Economy report the modern environment is defined by information abundance and attention scarcity – a dynamic that forces brands to rethink […]
2025 was the year when the attention economy stopped being a theory and became an operational reality. Across marketing teams worldwide, the same challenges kept resurfacing: rising media costs, declining effectiveness of traditional formats, and audiences increasingly resistant to interruption. For brands trying to reach Gen Z and younger consumers, the problem was no longer […]
Marketers today operate in a world where audiences are no longer short on content – they are short on attention. Every platform, creator, brand and algorithm competes for the same limited cognitive resource. The result is a fundamental shift: reach alone is no longer enough, impressions no longer guarantee impact, and traditional advertising models increasingly […]
Generation Alpha-children born from 2010 onwards-is entering the global consumer landscape faster than many marketers anticipated. They are the first cohort raised entirely inside AI-curated feeds, hybrid digital identities and gaming-native cultures. As their influence over household spending grows, brands face a critical challenge: traditional channels no longer capture their attention, and conventional segmentation tools […]
Gen Alpha is the first generation to grow up in a world where interactive digital environments are the default-not an extension of reality, but reality itself. They move seamlessly between games, social platforms, live content and AI-enhanced tools, expecting every experience to be dynamic, responsive and participatory. For marketers, understanding Gen Alpha marketing trends is […]
Reaching Gen Alpha – the first fully digital-native generation – requires a radically different approach than marketing to Gen Z or Millennials. These young audiences grow up inside online ecosystems defined by instant interaction, creator-driven entertainment and immersive digital environments. Traditional advertising formats simply do not work here. According to our Live Streaming Trends 2025 […]
Generation Alpha – born between 2010 and 2025 – is the first demographic raised in a world where streaming, short-form video and gaming are structural elements of everyday life. Unlike Gen Z, who remember a transitional era between analogue and digital, Gen Alpha has no such memory. According to the Amra & Elma Gen Alpha […]
Generation Z has become one of the most influential consumer groups in the global economy. They shape cultural trends, redefine attention, and force brands to rethink how they communicate, build trust, and earn consideration. For marketers, understanding Gen Z is no longer optional – it is a strategic necessity. This article provides an evidence-based overview […]
Marketers often place Gen Z and Millennials in the same digital bucket. Both generations are highly connected, mobile-first, socially engaged and deeply embedded in gaming culture. But while they share similar digital environments, their motivations, expectations and attention patterns diverge significantly. Understanding these nuances is essential for effective marketing to Gen Z vs Millennials – […]
Warsaw faces a major challenge today. It’s a dynamic, green, and modern city that grows more impressive year after year – but it still needs to consistently shape its global image. For many Western teenagers, it remains an undiscovered destination, unfairly associated with the “grey East” and a colorless, post-Soviet past. How do we change […]
If you’re reading this, you’ve probably already tried marketing to Gen Z. You’ve launched a TikTok or two. Put a creator in a campaign. Maybe even sponsored an esports event. And still… the numbers look okay on paper, but you don’t feel like you’re really in Gen Z’s world. This guide is about fixing that. […]
Generation Z is no longer “the next generation of consumers”. They are your current customers, decision-influencers and trendsetters. They’re digitally native, hyper-connected, deeply community-driven and ruthless toward anything that feels fake or intrusive. At the same time, they’re on track to become the largest and wealthiest consumer generation in history – global Gen Z spending […]
Every serious gamer knows the struggle: you’re in the middle of an intense match, your team depends on you, and all of a sudden, the hunger strikes. The dilemma is real – prepare a timely meal and lose valuable gaming time, or snack on something unsatisfying just to keep playing. This universal gaming challenge presented […]
The third quarter of 2025 was a period of strategic growth for inStreamly. While our AI-powered technology continued to secure award-winning global campaigns, the company made a significant move to formalize and scale its comprehensive gaming marketing services in Poland. This evolution solidifies our position as a leader capable of delivering end-to-end, high-impact gaming solutions. […]
For Fast-Moving Consumer Goods (FMCG) brands, authentically entering the gaming world is a major challenge. Gamers demand focus and immersion, making them notoriously resistant to advertising that feels intrusive or irrelevant. How can a food brand capture their attention at the right moment without breaking the flow of the game? Knorr, in partnership with GroupM […]
In inStreamly we believe that the AI revolution represents a paradigm shift comparable to the creation of the internet. It already enables teams to deliver significantly higher quality results today, and AI serves as excellent support for creative teams. It will never replace them, but it certainly allows them to spread their wings even wider. […]
In an era where traditional marketing channels struggle to capture young audiences’ attention, PKO Bank Polski faced a challenge familiar to many financial institutions: how to engage Generation Z consumers who actively avoid conventional advertising. The solution wasn’t found in larger media budgets or flashier creative campaigns, but in understanding where young people actually spend […]
Imagine wanting to pursue the career you’re most passionate about, but being ashamed to tell your parents. In 2024, this was the reality for countless young people across Poland who dreamed of becoming content creators – a profession that ranked as both the most desired career among Gen Z and simultaneously one of the least […]
Bank Millennium Virtual Vibes 2 proved that the metaverse is no longer an experiment, but a real channel for reaching young consumers. When the average time spent at a virtual festival is 25.5 minutes, brands have a chance for authentic contact with their target groups. The numbers speak for themselves: 336,000 participants, over 550,000 game […]
After a record-breaking Q1 2025, inStreamly continued its momentum through the second quarter, achieving further industry recognition while delivering breakthrough campaigns that redefined gaming marketing standards. Here’s how we elevated the bar even higher. Major Industry Recognition and Awards EMMA Media Marketing Polska victory Our “DEW IT ANYWAY!” campaign for PepsiCo, executed in partnership with […]
When gaming’s most overlooked characters – NPCs (Non-Playable Characters) – stepped out of their virtual backgrounds to become health advocates, nobody expected them to sweep Hungary’s most prestigious advertising awards. The ones who deal with pain around the clock Gaming’s NPCs live in endless loops of simulated pain – getting robbed, beaten, run over, or […]
FromSoftware – the beloved studio behind Dark Souls and Elden Ring – just launched a side project that revealed something fascinating about gaming communities. Elden Ring: Nightreign sold 2 million copies on launch day, but the community response split dramatically down the middle. Here’s what happened: a portion of fans loved the experimental multiplayer approach, […]
After a record-breaking 2024 with over 150,000 streamers in our community, inStreamly hit the ground running in Q1 2025. Here’s what we’ve accomplished in the first three months of this year. “Live Streaming Trends 2025” Report: Streaming Is the New Television The highlight of Q1 was our comprehensive “Live Streaming Trends 2025” report created in […]
Marketing to tech-savy young consumers presents a growing challenge for brands. With 66% of this demographic using ad blockers and an increasing aversion to traditional advertising, reaching young audiences requires innovative approaches. Gaming communities, in particular, have developed strong resistance to intrusive marketing yet represent a valuable audience segment with significant spending power and influence. […]
Denmark’s digital advertising landscape gets a significant upgrade as Bark Agency, a forward-thinking Danish marketing firm known for its work with brands like Adidas and PlayStation, announces a strategic alliance with inStreamly. This collaboration introduces a revolutionary approach to reaching Denmark’s growing gaming audience through authentic, non-disruptive live stream advertising. Bridging Brands with Danish Gaming […]
We are already halfway through 2024. It is a bit shocking, isn’t it? The past three months were full of interesting events here at inStreamly. Let’s recap the second quarter of 2024!
![How Cheetos turned watching streams into a game | Cheetos Chepard Game [CASE STUDY]](https://wordpress-instreamly.s3.eu-west-2.amazonaws.com/wp-content/uploads/2024/12/10144912/Cheetos-banner.png)
In a world where 66% of Gen Z use ad blockers and gaming is their favorite way to spend time, Cheetos took on the challenge of creating something groundbreaking. To reach a new target audience of young adults, Cheetos partnered with inStreamly to create the Cheetos Chepard Game – an innovative campaign that not only […]
Instant dishes of the Knorr brand have been on the market for many years, and for a large group of consumers they are the first choice in this category. Nevertheless, the manufacturer is trying to reach new people with its products, including young people. To win over Generation Z, the company used inStreamly technology to […]
We are thrilled to announce a significant milestone for inStreamly as we welcome industry titan Mark Chang to our team as an angel investor and advisor. With his extensive experience and proven track record, Mark is set to accelerate our growth in the US and beyond, bringing invaluable insights and expertise to our mission. Mark […]
Publicis Play, the gaming division of the communication group Publicis Groupe Czech Republic, has started a collaboration with inStreamly.
Marka Mountain Dew uruchamia kampanię “Dew it anyway!”, której celem jest zapewnienie wartościowego wsparcia młodym osobom.
Jakie wyrażenia związane z gamingiem powinien znać każdy marketingowiec? Przygotowaliśmy specjalny słownik, w którym je zebraliśmy!
Over 2000 gaming streamers from different countries have joined a campaign to raise money for Ukraine by joining The Donation Map activation.
Z pomocą inStreamly i a41.gg, Pepsi stworzyła od zera trzy rozdziały gry w Fortnite, inspirowane gatunkami filmowymi.
Jak grają kobiety? W jakie tytuły? I ile w ogóle jest na świecie aktywnych graczek? Dziś opowiemy o tym, jak wygląda gaming wśród kobiet.
inStreamly to platforma pozwalająca na dotarcie do osób młodych, których pasją jest gaming czy streaming. Czym jest i jak dokładnie działa?
Today, we’re highlighting five exemplary inclusive gaming campaigns. These activations have masterfully embraced diversity.
Esport to intratny biznes, a w jego sercu są profesjonalni zawodnicy. Ile i na czym właściwie zarabiają tacy gracze?
W 2021 roku pojawił się nowy buzzword – Metaverse. Słowo to stało się synonimem innowacji. Ale jaka jest historia Metaverse?
Prawie 90 milionów godzin spędzonych na oglądaniu. Średnio niespełna 40 000 widzów. Blisko 100 tysięcy osób w szczytowym momencie na jednym kanale. To tylko część ciekawych statystyk dotyczących kanałów Twitch transmitujących w języku polskim z pierwszego kwartału 2024 roku! Kanały nadające w języku polskim w poprzednich trzech miesiącach były oglądane przez ponad 86 milionów godzin. […]
In the dynamic world of digital marketing, gaming platforms like Roblox and Fortnite stand out as innovative platforms for brand promotion.
Gaming streamers are a perfect fit for electronics brands looking for ambassadors. Many of them are up-to-date with the technology trends.
Około 40% ludzi na świecie nazywa siebie graczami. Popularność gier sprawia, że gaming marketing interesuje coraz więcej marek.
Reklama na Twitch.tv to atrakcyjna forma dotarcia do graczy. Jakie możliwości oferuje platforma i jakie alternatywy istnieją?
Latest fashion trends are being closely watched by Generation Z and Millennials. Considering the fact that those target groups are also huge fans of gaming and streaming, it’s a no-brainer to take advantage of it in campaigns.
Influencer marketing to część strategii praktycznie każdej marki. Jak znaleźć influencerów na Twitchu i jak z nimi współpracować?
Zakończyło się tygodniowe głosowanie w inStreamly Streamers’ Choice Awards 2023. W plebiscycie polscy streamerzy wybierali swoje ulubione marki, z którymi współpracowali poprzez inStreamly w ubiegłym roku.
inStreamly offers game developers and producers a perfect tool to reach a huge gaming audience with their latest games.
![AI voice recognition technology on 147 Twitch streams – Monte Snack [CASE STUDY]](https://wordpress-instreamly.s3.eu-west-2.amazonaws.com/wp-content/uploads/2024/02/27105315/Monte-Snack-VRM-inStreamly-case-study.jpg)
Monte Snack has been reaching out to gamers for many years. In the latest campaign, the brand reacted in real time to the streamers’ words thanks to inStreamly’s AI Voice Recognition mechanism.
What makes a gamer’s heart beat faster? Gaming events are definitely on the list! Gamescom, the world’s largest gaming event, reflected that in a recent campaign. The brand has partnered with streamers in a heart-rate monitoring campaign launched by inStreamly and Hyperate.
Is the gaming market still thriving or has it slowed down? What will 2024 hold for trends in streaming, gaming marketing, and the metaverse?
The common misconception, that the vast majority of gamers are male, is long gone. However, there is still lack of inclusive initiatives that could help women in gaming grow. O Boticário, a top Brazilian cosmetic company, has addressed the issue in a campaign called Heroínas do Game.
inStreamly has proven successful for banks and financial institutions or services that want to reach the younger generation.
Even though it’s 2023, sex is still considered a taboo and controversial topic in Poland. However, Durex has taken up the challenge to change this.
Two years after entering the Spanish streaming market, inStreamly partners up with 014 ON and introduces the company as the marketplace operator in Spain.
Who doesn’t love to spend an evening with a favorite TV series, a highly anticipated movie, or a recently released game? Everyone does. But since there are so many options available, brands struggle to spark interest around their products, especially when it comes to the young generation.
During Web Summit 2023 Wiktoria Wójcik discussed the importance of independent creators in the development and success of the metaverse.
Nearly everyone uses and buys fast-moving consumer goods (FMCG) daily. No matter the age or gender. Therefore, brands that promote their FMCG products, should never forget about addressing Generation Z in their campaigns.
