LAS VEGAS – Acxiom is framing gaming as a serious commerce channel rather than a novelty ad placement. Elizabeth Donovan, global head of commerce and retail media networks, said success depends on relevance, restraint and respect for gamers.
Speaking with Beet.TV contributor David Kaplan at CES 2026, Donovan said gaming is first a community. Brands that interrupt gameplay risk alienating players who may spend hours inside a single experience.
Gaming works when it enhances the experience
Donovan said brands should show up in ways that add value rather than disrupt play. The goal is to complement the game, not compete with it for attention.
She pointed to Acxiom’s use of first-party data tools such as Infobase and Real ID to ensure brand activations align with the right audience and context. That relevance, she said, improves outcomes for both players and marketers.
Gaming activations can also vary widely by audience. Donovan cited age-appropriate experiences inside platforms like Roblox, including virtual concerts or branded worlds. She also referenced her own experience on the Nintendo Switch, where thoughtful placements can support the community without breaking immersion.
Full-funnel channel across screens
Donovan described gaming as an end-to-end channel rather than a top-of-funnel discovery tool. Players move across mobile devices, connected TVs and in-app environments throughout the day.
That behavior supports an omnichannel approach where brands meet consumers wherever they are playing. Gaming, in this view, connects awareness, engagement and conversion within a single ecosystem.
Retail data turns gaming into performance media
Retailer first-party data is what elevates gaming from branding to measurable performance, Donovan said. Acxiom audience enrichments allow marketers to link in-game exposure to shopper behavior.
She pointed to closed-loop measurement as a critical advantage. By tying gaming signals to retail outcomes, marketers can track engagement through purchase and beyond.
In one example, Donovan described in-app gaming purchases that trigger relevant retail offers for accessories or equipment. Retailers such as Best Buy can then close the loop using transaction data.
Accountability inside gaming ecosystems
As retail media faces growing scrutiny, Donovan said gaming must meet the same standards of accountability. That includes clear measurement and proof of impact.
Closed-loop measurement, she added, ensures gaming remains part of a disciplined commerce strategy rather than an experimental add-on.
When ads don’t feel like ads
Creative formats matter as much as data. Donovan said the most effective integrations feel like experiences rather than traditional advertising.
In-game events, partnerships and interactive content tend to resonate because they fit naturally into play. She recalled virtual concerts hosted inside games during the pandemic and said she expects more of those experiences tied directly to commerce.
The result can be spontaneous inspiration. A player enjoying a game may discover a product and add it to a cart without ever feeling interrupted.
Scaling gaming as a commerce engine
Looking ahead, Donovan said the biggest unlock is understanding how and when consumers want to engage. Relevance, privacy safety and respect for the gaming experience are non-negotiable.
At Acxiom, she said the focus is on helping brands reach gamers at the right moment while enhancing play. Done well, gaming can evolve into a scalable and accountable commerce engine, not just another place to run ads.
You’re watching “Where Play Meets Purchase: Gaming as the Next Frontier of Retail Media, a Beet.TV Leadership Series at CES 2026, presented by Best Buy Ads” For more videos from this series, please visit this page.
