Reddit gaming ad pitch: $8.58 average ROAS and 5% paid social share

Reddit shared TransUnion research showing its gaming communities influence discovery and purchase decisions, while gaming brands allocate only 5% of paid social to Reddit despite a reported $8.58 average ROAS.

What happened

Reddit shared new data on its evolving in-app gaming conversation and published a playbook for advertisers seeking to reach gamers and gaming-related audiences. The research was conducted by TransUnion. Reddit said gaming marketers are largely failing to capitalize on opportunities from its highly engaged communities.

“Reddit is home to more than 1,300 gaming-related communities, where conversations are created and shaped by real players. These communities don't just bring gamers together; they influence discovery, engagement, and even purchasing decisions.”

The report focuses on return-on-ad-spend and broader marketing effects. Reddit said its ads drove an average of $8.58 return-on-ad-spend for gaming advertisers, and that discussions and engagement led to a broader halo effect across other channels.

Key facts

• Reddit says it is home to more than 1,300 gaming-related communities where conversations are created and shaped by real players.
• Reddit ads drove an average of $8.58 return-on-ad-spend for gaming advertisers, based on comparative analysis of Reddit promotions.
• TV accounted for 18% of Reddit’s total synergy, followed by paid search at 17%, online video at 15%, and paid social at 12%.
• Gaming brands have significantly underinvested in Reddit ads, with Reddit representing just 5% of paid social investment, on average.
• Brands that ran a full-funnel strategy across key campaign objectives saw 19% stronger overall ROAS than the single-tactic average; video views delivered the strongest ROAS.

Our analysis

The most actionable signal is the mismatch between attention and allocation. Reddit reports that gaming brands put just 5% of paid social investment into Reddit, while the same research reports an average $8.58 return-on-ad-spend. That does not prove a brand will repeat that number, but it suggests many media plans are underweighting a platform where purchase influence is community-driven.

The synergy data also changes how operators should judge performance. Because TV accounted for 18% of Reddit’s total synergy, followed by paid search at 17%, online video at 15%, and paid social at 12%, a Reddit campaign may lift interest that shows up later in search, video, or social. A last-click view would likely miss this effect. The source explicitly says the study parameters make it impossible to establish a true like-for-like comparison in relative ad spend, so these figures are directional rather than a guaranteed benchmark.

The full-funnel finding reinforces the format point: brands that ran a full-funnel strategy across key campaign objectives saw 19% stronger overall ROAS than the single-tactic average, and video views delivered the strongest ROAS. That suggests creative format and campaign structure are likely as important as the platform choice.

What it means for operators

• Run a controlled test in relevant gaming subreddits before shifting budget. Reddit representing just 5% of paid social investment suggests there may be room to test, but start with a clear offer and community-specific messaging.
• Use a full-funnel sequence rather than a single conversion ad. The 19% stronger overall ROAS for full-funnel campaigns suggests combining awareness, consideration, and conversion objectives can outperform one tactic.
• Prioritize video creative in the test. Video views delivered the strongest ROAS in the analysis, so short, proof-led or creator-style clips may align better with Reddit’s discussion culture.
• Measure cross-channel signals, not only Reddit’s last-click return. Track branded search, video interest, and paid social response after Reddit exposure, because the synergy data shows value may surface outside the platform.