With an audience of 2.7bn global gamers playing, it’s no surprise that excitement about gaming, esports and the metaverse has reached fever pitch in media and advertising. Next-gen consoles and smartphone ownership delivered a technological leap forward, enhancing connectivity, and resulting in a perfect storm of culture and technology. The result is a wide and diverse audience playing every day, creating unique opportunities for marketers both around-the-game and in-the-game. In this session, we will explore the audiences and purchasing power available to marketers, how to reach and engage gaming audiences authentically, making the case for gaming in the media mix, delivering business outcomes and measuring success, and future opportunities in the market.
