Samsung Believes Its TVs Are The Next Gaming Big Platform: Samsung Ads’ Karl Meyer

Samsung doesn’t own a console, and it doesn’t make or publish any games like rivals Sony and Microsoft. But the company does have access to the biggest screen in the home. And because Sony has invested in a user interface that more and more customers use to navigate their connected TVs, the. company has an […]


Why Gaming May Change All Aspects of Advertising and Media: dentsu’s Sarah Stringer

What happens to your media expectations when you are used to being in control, and fully immersed? How does this change they way you expect to engage with advertising? These are some of the big questions marketers should be pondering, according to Sarah Stringer, EVP, Head of U.S. Media Partnerships, dentsu. While the metaverse may not […]


Publicis’ Samantha Lim on How Gaming’s Slow Evolution Mirrors Digital Media

“Where do I start?” “How do I enter in a way that’s authentic?” These are the kinds of questions Samantha Lim, Publicis’ SVP, Gaming Strategy and Innovation gets from marketers all the time. Brands are asking about how best to advertise in the vast gaming universe – but the questions and general uncertainty echoes that found […]


Activision Blizzard Wants to Erase the Gaming Boundaries

If there’s an easy entry point for marketers to crack gaming, it’s usually through mobile games. But that often comes with a tradeoff in quality – or it least has historically. Mobile games lend themselves to ads, which gamers are used to. But the big splashy opportunities in high end console titles – think mega […]


IAB Looks to Dispel Lingering Misperceptions About Gaming and Advertising

It’s too hard. It costs too much. It’s probably not right for my brand anyway. These are just some of the complaints – misperceptions if you will – the IAB has identified in new research regarding the video game advertising market. Jack Koch SVP, Research & Insights at IAB told about some of the […]


Gaming Looms Large as Opportunity for Brand Advertisers, IAB’s Zoe Soon

Gaming is a massive entertainment category – an activity that a whopping 90% of Gen Z participates in – but brands are still allocating less than 5% of their media budgets toward the sector. This gap is a big reason why the IAB’s Playfront event is back this year in New York. According to Zoe […]