Gaming ads should integrate like cricket sponsorships, says Lightfury executive

Storyboard18 reports that Justin Farren of Lightfury argues gaming advertisements must feel integrated into the experience rather than intrusive pop-ups. Drawing parallels to cricket sponsorships, Farren suggests ads should complement the gaming environment naturally. The perspective highlights evolving approaches to monetisation in India's gaming sector, where balancing user experience with revenue generation remains a key challenge for studios and advertisers navigating the rapidly expanding market.

Reported by Storyboard18. This is a wire brief — read the full story here.