ReachPlayers Joins IAB Gaming Task Force to Shape the Future of Gaming Advertising
ReachPlayers, the in-game advertising network connecting brands and agencies with audiences across Roblox, Fortnite, Minecraft, and other gaming platforms, has been selected as one of just 18 companies invited to join the Interactive Advertising Bureau (IAB) Gaming Task Force.
The appointment marks a significant milestone for ReachPlayers and highlights the growing importance of gaming as a mainstream media channel for advertisers seeking meaningful engagement with digital audiences.
The IAB, the global trade body responsible for developing standards and best practices across digital advertising, has assembled the task force to establish industry-wide frameworks that will make gaming media easier for brands and agencies to buy, measure, and trust. The group will focus on creating agreed standards for measurement, brand suitability, and media buying models that can seamlessly fit into traditional marketing plans.
For ReachPlayers, the invitation aligns directly with its mission of making in-game advertising structured, measurable, and commercially viable for brands. While gaming attracts massive audiences worldwide, the industry has historically lacked the standardised infrastructure marketers expect from other digital channels, including consistent measurement systems, agreed brand safety protocols, and familiar buying frameworks.
“Gaming is already where the audience is. This task force is about making sure the industry has the infrastructure to match. Being part of this conversation means gaming is moving closer to where it belongs: inside the media plan, with clear buying models, clear measurement, and clear value for brands. We are proud to be in the room.”
said Michael Anav, CEO of ReachPlayers
The announcement reflects a broader shift in the advertising industry as brands increasingly recognise gaming as a powerful channel for audience engagement. Platforms such as Roblox, Fortnite, and Minecraft collectively attract hundreds of millions of active users, offering immersive environments where brands can connect with consumers in ways that traditional digital advertising cannot.
ReachPlayers has already demonstrated the effectiveness of this approach through campaigns delivered for global brands including Samsung, Adidas, AFL, CeraVe, Garnier, and Maybelline. Across markets spanning South Africa, Australia, Central and Eastern Europe (CEE), and the broader EMEA region, the company has reported average in-game engagement times ranging from five to nine minutes per player.
Beyond direct engagement, many players have voluntarily shared their branded gaming experiences on platforms such as TikTok and Discord, generating additional organic exposure without added media spend.
The company attributes these results to its strategy of integrating brands naturally into gaming environments where audiences are already active. By creating interactive brand experiences rather than interruptive advertisements, ReachPlayers enables marketers to achieve guaranteed reach and CPM objectives while fostering genuine audience participation.
Participation in the IAB Gaming Task Force begins immediately, with ReachPlayers contributing to working groups focused on measurement standards and media buying frameworks. The collaboration is expected to play a key role in accelerating the adoption of gaming as a trusted and scalable advertising channel for brands worldwide.
As gaming continues to evolve into one of the world’s most influential media ecosystems, ReachPlayers‘ involvement in shaping industry standards positions the company at the forefront of the next chapter in digital advertising.
