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

The advertising world is obsessed with capturing fleeting consumer attention across a multitude of distraction-laden screens. But one environment, more than most, boasts undivided focus. Unlike passive television viewing or social media scrolling, which are often accompanied by a second screen, gaming demands a player’s full concentration. This is the opportunity for retail media, a […]

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 […]

LAS VEGAS – How do you reach an audience that’s actively engaged without becoming an unwelcome intruder? The answer, according to one media strategist, lies in understanding that gamers aren’t just consumers – they’re participants in carefully crafted worlds they care deeply about. “Brands can show up in gaming without disrupting the experience by leading […]

LAS VEGAS — Gaming purchases differ from typical consumer electronics transactions because they’re driven by passion and escape rather than necessity, creating emotional connections that retailers can leverage for brand partnerships. “A lot of consumer electronics is based on necessity. When we think about gaming, it’s all about the one,” Derek Bodurka, partner and category […]

LAS VEGAS — Advertisers are pouring billions into virtual worlds, with U.S. game ad revenues projected to climb nearly 7% to reach $8.59 billion this year. But, while nearly half of gamers purchase items based on in-game ads, a majority still view these interruptions as a distraction from the action. The problem? A lack of […]