The Game Business Show “I’m pretty frightened by the DRAM crisis” – Matthew Ball Part Two
Feb 26, 2026
Matthew Ball, strategic analyst of games and media, offers sharp industry perspective. He discusses DRAM shortages and their ripple effects on hardware, streaming and consumer costs. They cover cloud streaming potential, PC handheld realities and how advertising and subscriptions are reshaping revenue models.
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Hiring Is Following Where Players Spend
- Hiring is following revenue geography, shifting game jobs to regions where players and spend are growing.
- Matthew Ball cites Amir's data showing 75% of layoffs in North America and rehiring aligning with revenue locations as structural 'gravity'.
Ads Will Expand Into Loading Screens And Pause States
- Advertising will permeate all addressable surfaces in games as economics push impressions into loading and pause screens.
- Ball points to massive inventories like NBA 2K's 2.5 billion match sessions as desirable ad placements despite weak measurement.
Monetise Pause And Loading Inventory With Targeted Deals
- Prepare to monetise nontraditional inventory like load screens with targeted brand deals rather than rely solely on precise ROI tracking.
- Use reward-style placements where possible to keep ads optional and tied to in-game value.