Anzu Blog

The Active Player: A Media Buyer’s Guide to Health, Fitness and Wellness Audiences in Gaming

Anzu — Tue, 20 Jan 2026 10:26:25 GMT

The perception of the average gamer as sedentary or disconnected from a healthy lifestyle is fundamentally misleading. Data from Anzu’s recent US audience insights report shows that today’s gamers are highly engaged with fitness, actively investing in tracking technology, gear, and nutrition to support demanding, career-focused lives.

For media planners and buyers across health, fitness, and wellness categories, this audience represents a uniquely engaged and economically potent opportunity — particularly when activated through intrinsic in-game advertising (IIGA).

Below are the key behavioral attributes and actionable media opportunities within the fitness and wellness space, highlighting why game environments are crucial for reaching high-intent consumers.

Anzu’s 2026 Trend Picks

Anzu — Tue, 13 Jan 2026 09:08:40 GMT

In 2026, the winners — brands, publishers, and platforms — will be those that follow attention, prove value, and build where people truly engage.

Gamers as the Next Retail Powerhouse: Decoding the Spending Habits of the Modern Gaming Audience

Simon Whittick — Fri, 05 Dec 2025 13:09:44 GMT

The gaming audience is rapidly shifting, transitioning from a misunderstood niche to a central pillar of mainstream consumer spending. Data drawn from Anzu's US audience insights and intrinsic in-game advertising (IIGA) trends reports unequivocally proves that today’s gamers are engaged, financially capable, and highly diverse shoppers. They are parents and high-value consumers whose spending habits challenge outdated media stereotypes, demanding sophisticated, data-driven retail strategies.

This analysis is designed to equip media planners and buyers on retail accounts, and game developers with an in-depth, actionable understanding of where this audience spends its wealth and how to engage them effectively within the dynamic, year-round gaming environment.

The Mobile Gaming Reboot: Joost van Dreunen on Monetization’s Next Chapter

Anzu — Tue, 30 Sep 2025 13:18:25 GMT

Mobile gaming is in flux. After years of post-pandemic turbulence, layoffs, and platform battles, the industry is finally regaining momentum, but the rules of making money are changing fast.

Unlock Precise Audience Targeting and Lower-Funnel Measurement for Your In-Game Ad Campaigns

Simon Whittick — Tue, 09 Sep 2025 15:39:03 GMT

This quarter, we’re excited to introduce new product enhancements designed to help you drive better results from your intrinsic in-game advertising.

Inside Gamescom 2025: What the Buzz Tells Us About Where Gaming Goes Next

Guy Ben-dov — Wed, 27 Aug 2025 15:38:40 GMT

Gamescom 2025 was hot, packed, and full of energy. With more than 335,000 visitors and over 1,500 exhibitors, it felt like the whole gaming world was under one roof. The mood was upbeat, much brighter than GDC earlier this year, and you could sense that optimism across meetings, panels, and show floors.

From Banner Fatigue to Seamless Integration: Why Mobile Developers Can’t Afford to Ignore Intrinsic In-Game Ads

Maor Wurembrand — Mon, 18 Aug 2025 07:00:00 GMT

Mobile game monetization has evolved over the years, from early premium downloads and basic banner ads to rewarded video, interstitials, and now immersive formats that blend seamlessly into the game world.

The Mobile Monetization Crunch: Why Traditional Revenue Models Might Not Be The Future

Maor Wurembrand — Thu, 07 Aug 2025 11:25:58 GMT

Mobile game monetization has reached a crunch point. The economic foundations that powered a decade of industry growth are under pressure, leaving developers trapped in a cycle of rising costs and diminishing returns.

Forget the Sidelines: Why Your Sports Budget Belongs In-Game

Darren Walsh — Wed, 30 Jul 2025 13:15:06 GMT

As Head of Demand and marketplace for EMEA at Anzu, I spend my days talking to brands and agencies about where to place their advertising bets. After a whirlwind of conversations at CES and Cannes Lions, conversations with our agency and tech partners were clear: sports is on everyone's minds, and the worlds of sports and gaming are colliding in a big way.

Gaming's New Playbook for Brands: Unlocking the Power of Sports Fandom

nickw@anzu.io (Nick Woodford) — Tue, 22 Jul 2025 07:00:00 GMT

The lines between sports and gaming are not just blurring; they're converging to create a dynamic new arena for brands to engage with highly passionate fans. This intersection offers unparalleled opportunities for advertisers to connect with sports enthusiasts in deeply authentic and impactful ways, extending their reach beyond traditional channels.