Gaming is the “social glue” of Gen Z, with 32% more likely than average players to log in just to hang out with friends. Yet, only 5% of media dollars flow into gaming. Why the disconnect? For years, advertisers saw gaming as a walled garden. But with new ad formats, targeting, and measurement tools, brands can now break through authentically. This session explores how communities power culture, why brands have historically struggled to connect, and how innovations are finally unlocking authentic engagement across the funnel.
Brent Koning
