In 2026, the winners — brands, publishers, and platforms — will be those that follow attention, prove value, and build where people truly engage.
Across gaming, media, and advertising, long-standing models are being tested. Immersive cross-platform gaming worlds are redefining how audiences connect and spend time, AI is reshaping workflows and pushing creativity back to the forefront, and the open web is evolving as attention shifts to platforms. At the same time, pressure on budgets is forcing a sharper focus on measurement, outcomes, and accountability.
Together, these forces signal a broader transformation — not just in technology, but in how value is created and captured. Below, Anzu’s team shares the trends they believe will be most defining in 2026, and where the biggest opportunities will emerge as digital ecosystems reset for what comes next.
THE WEB FACES A STRUCTURAL RESET
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As web content increasingly becomes AI content, it will begin to lose traction with advertisers, who will see fewer measurable outcomes and shift budgets to other channels. Value follows attention and delivery — and as platforms like search, feeds, and AI interfaces increasingly serve or summarize content, the monetization point will move there. To survive and compete, publishers will need to rethink value, reattach revenue to where consumption actually happens, and diversify monetization models. Usage- or license-based payouts from platforms will become critical, mirroring a Spotify-style model for creators. While many industries debate who AI will disrupt most, the divide is becoming clearer: the web is likely to lose, while gaming is positioned to win. AI will enhance game development, powering smarter systems, richer worlds, and better player experiences. Crucially, the end audience will remain human — not bots — as gaming’s interactive nature can’t be easily replicated at scale. All of this makes gaming one of the few digital environments where attention is authentic and ad value continues to grow. |
"The end audience will remain human — not bots — as gaming’s interactive nature can’t be easily replicated at scale."
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Itamar Benedy
Co-Founder & CEO
SOCIAL F2P ECOSYSTEMS BREAK CROSS-PLATFORM BARRIERS
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In 2026, the gaming landscape is set for one of its biggest shifts yet, led by heavyweight AAA launches like GTA VI, Fable, and Resident Evil Requiem, alongside new multi-platform IPs built for console, PC, and mobile from day one. This cements the industry’s move toward seamless cross-platform ecosystems where full accessibility is a baseline expectation. Free-to-play will dominate player activity — forecast to exceed 85% of total playtime — fueled by platforms like Roblox, which now rivals social media in daily reach and engagement. Meanwhile, the massive mobile casual audience is evolving into “social casual,” as developers bake co-op systems, guilds, and real-time interactions into simple gameplay loops to meet players’ desire for connection. Together, these trends mark a shift from isolated play to persistent, socially driven game worlds that anchor long-term engagement. |
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Guy Ben-dov
EVP Supply & Revenue Operations
AI FREES BRANDS TO REDISCOVER HUMAN CREATIVITY
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As the growing presence of AI across the media landscape takes over more operational workloads — from spreadsheets to planning tools — 2026 presents a pivotal opportunity for brands to re-center their strategies around what truly drives advertising: human connection. With the USA hosting what may be the biggest World Cup in history, competition for attention will be fierce, and traditional media plans or generic creative won’t be enough to stand out. Instead, brands will need to reinvest in bold, emotionally resonant ideas that prioritize empathy, inspiration, and loyalty. By reducing executional busywork, AI gives marketers the space to focus on crafting experiences that feel meaningful and memorable. In this environment, success will belong to those who use AI for efficiency while doubling down on creativity that speaks to people on a deeper level, unlocking campaigns that leave lasting impact well beyond the tournament. |
"By reducing executional busywork, AI gives marketers the space to focus on crafting experiences that feel meaningful and memorable."
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Darren Walsh
Head of Demand & Marketplace, EMEA
MEASUREMENT BECOMES THE NEW AD TECH DIFFERENTIATOR
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The next phase of ad tech will be driven by measurement and ROI, not shiny new buying mechanisms. As budgets remain under pressure, advertisers and agencies will demand clearer answers to fundamental questions: what worked, why it worked, and what actually drove outcomes. Signal quality, incrementality, and transparency will matter more than scale for scale’s sake. |
"Measurement will be the real differentiator, not intermediaries."
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Idan Tabachnik
VP of Product
GAME MONETIZATION MOVES TOWARD DIVERSIFICATION AND CONTROL
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Several monetization trends already shaping the games industry will continue to accelerate in 2026, becoming more clearly defined as publishers optimize for resilience, control, and long-term growth. Hybrid monetization strategies will remain central, with publishers balancing in-app purchases alongside stable ad revenue to maximize value across all DAUs. |
"Hybrid monetization strategies will remain central, with publishers balancing in-app purchases alongside stable ad revenue to maximize value across all DAUs"
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Maor Wurembrand
Senior Director, Supply Operations