The business of gaming is taking center stage in New York this week as the Interactive Advertising Bureau prepares to host IAB PlayFronts 2026 on September 17.
The industry event brings together gaming platforms, publishers, creators, technology companies, agencies and brand marketers to examine how companies can reach audiences through gaming and gaming-related media. The event is being held at Convene 360 Madison Avenue in Manhattan.
IAB describes PlayFronts as a marketplace focused on the future of gaming media and advertising, with discussions covering immersive experiences, live streaming, creator communities and new advertising opportunities.
Why Gaming Is Becoming a Bigger Advertising Conversation
Gaming is no longer being treated as a niche entertainment category by the advertising industry.
According to IAB, 84% of U.S. internet users ages 16 to 64 identify as gamers. That figure rises to between 90% and 95% among Gen Z and Gen Alpha, according to the organization.
That audience scale is one reason marketers are increasingly looking beyond traditional digital advertising and exploring ways to connect with players through games, creators, live streams and online communities.
IAB has also described gaming as a major opportunity for marketers because Americans spend significant amounts of time in gaming environments while advertising investment has not always matched that level of consumer attention.
What IAB PlayFronts 2026 Will Cover
The September 17 event features a full schedule focused on the intersection of gaming, entertainment, technology and advertising.
The morning begins with sessions examining mobile games, in-game media buying, live-stream creators and scalable advertising campaigns.
One session, presented by Overwolf, will focus on audience and behavioral signals for in-game media buying. Another presentation from LIVAD will explore how live streams can become more accessible to advertisers at scale.
Later in the day, sessions will turn toward creative strategy, gaming advertising and audience experiences.
Xbox, Roblox and Zynga Among the Industry Names Featured
Several major names from the gaming and technology world are part of the PlayFronts program.
Zynga Ads is scheduled to present a session about creating advertising designed specifically for gaming platforms. Super League Gaming and Gameloft for brands are featured in a session examining advertising opportunities inside and outside games.
IGN Entertainment and Firsthand will also discuss new audience experiences, while Xbox is scheduled to present a session examining why gaming is increasingly influencing the broader entertainment business.
The afternoon will close with a discussion featuring Roblox and GEEIQ focused on gaming as a premium video and media environment.
A Bigger Week for Digital Media
PlayFronts is part of a larger IAB marketplace week in New York.
The organization scheduled IAB CreatorFronts for September 15 and IAB Podcast Upfront for September 16 before PlayFronts takes over the spotlight on September 17.
IAB said the three events are connected by growing interest in creators, communities and fandom across gaming, podcasting, entertainment and digital media.
The broader event series reflects how traditional categories are increasingly overlapping. A gamer may also be a livestream viewer, creator, sports fan or online community member, giving brands more opportunities to reach the same audience across multiple formats.
What Brands Are Watching
For advertisers, the bigger question at PlayFronts is not simply how many people play games.
The focus is increasingly shifting toward what audiences do after a brand enters a gaming environment.
IAB says the industry is moving toward measurable outcomes, including participation, purchasing and advocacy. The organization is also highlighting opportunities involving creator-led communities, live experiences and emerging advertising formats.
That shift could make gaming a more significant part of media planning as brands look for ways to combine entertainment, community and measurable advertising results.
IAB PlayFronts 2026 Event Details
IAB PlayFronts 2026 is scheduled for Thursday, September 17, at Convene 360 Madison Avenue in New York City.
The event begins with registration and networking at 9:30 a.m. Eastern Time, followed by opening remarks at 10:30 a.m. The scheduled programming continues through the afternoon, with a networking reception beginning at 3:35 p.m.
The event is invite-only for qualified brand marketers and agency professionals, according to IAB.
Why PlayFronts Matters for the Gaming Industry
IAB PlayFronts 2026 arrives as gaming continues to move deeper into the mainstream American entertainment and advertising landscape.
With games, livestreams, creators and online communities increasingly connected, marketers are looking for ways to participate without disrupting the player experience.
The New York event gives advertising and gaming executives a chance to examine those opportunities while showcasing the technologies and partnerships that could shape the next phase of gaming media.