There are roughly 3.4 billion gamers worldwide, with most playing on mobile devices. "This is not the 'teenager in the basement' audience anymore, which is, unfortunately, still a myth that we have to bust," Shlachter, the Head of Gaming Business Success at Activision Blizzard Media, told ADWEEK.

Shlachter explained why gaming presents a valuable opportunity for advertisers, but stressed that they have to engage with the audience correctly and keep in mind that players are there to unwind and relax.

He discussed the captive audience that games provide and the fact that the sector is not top-of-mind for many advertisers, saying, "In a big, exciting, immersive space like gaming, advertisers are often thinking about doing something big and splashy from the start. We really want folks to take a crawl, walk, run approach."

Shlachter doubled down on the importance of user experience, telling ADWEEK, "The last thing you want to do is put an experience in front of somebody when they're there to relax and unwind that interrupts that experience. So, everything you do, you should aim to be additive."