# Powerful Play: The Future of In-Game Advertising with Natalia Vasilyeva

Page: https://stenobird.com/podcast/life-in-digital-959824/powerful-play-the-future-of-in-game-advertising-with-natalia-vasilyeva
Text version: https://stenobird.com/podcast/life-in-digital-959824/powerful-play-the-future-of-in-game-advertising-with-natalia-vasilyeva.md
Podcast: [Life in Digital](https://stenobird.com/podcast/life-in-digital-959824)
Published: 2025-07-02T11:58:58+00:00
Episode link: https://podcasters.spotify.com/pod/show/lifeindigital/episodes/Powerful-Play-The-Future-of-In-Game-Advertising-with-Natalia-Vasilyeva-e350pcn
Audio file: https://anchor.fm/s/2a90b760/podcast/play/104932183/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2025-6-2%2F403183892-44100-2-9bd40981dafe2.mp3
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Duration seconds: 1376

## Resource

In this episode of Life in Digital, host Ed Steer sits down with special guest Natalia Vasilyeva, EVP of Marketing at Anzu.io, to explore how gaming has rapidly evolved into a powerful social and advertising channel. Together, they discuss the rise of intrinsic in-game advertising, how Anzu.io is bridging the gap between Out-of-Home (OOH) and digital media, and why gaming is becoming part of the modern media mix. Natalia also shares her perspective on the importance of viewability, attention measurement, and brand uplift in proving the real impact of in-game campaigns. Whether you're a brand marketer, media strategist, or simply curious about the future of gaming and advertising, this episode offers valuable insights into one of the fastest-growing areas in digital media.

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## Transcript

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