Not many surprising predictions in this piece, but I’ve been waiting for this:

The fastest-growing media channel in 2024, according to Forrester, will be in-game advertising. Almost half of online US adults who use smartphones said they regularly play games on their phones, and although “gaming remains a laggard medium for advertisers,” media giants like Microsoft and Sony are leaning in, which could help convince some advertisers to follow suit

Could be a way for Microsoft to carve out a unique niche with advertisers.

Will 2024 be in-game’s QR moment?