"Gaming is no longer a specialty channel. It is a mass-reaching media environment shaped by audience choice, cross-platform fluidity and measurable business outcomes. Jonathan Stringfield, vp of global business strategy, analytics and trust at Microsoft Advertising, noted that the scale of gaming has advanced far beyond lingering perceptions, driven in part by a generation that has grown up with gaming as native media."
"With 3.6 billion people worldwide playing games, gaming has evolved far beyond traditional definitions to become the leading entertainment channel it is today. Panelists spoke to authenticity in gaming and underscored how the term "gamer" feels increasingly outdated, often creating unnecessary distance between people and the behaviors they already participate in daily. The reality is that it's difficult to find someone who isn't gaming in some form. Commuters on mobile devices, families on consoles and office workers opening a puzzle during their break all contribute"
Gaming has shifted from a specialty channel to a mass-reaching media environment defined by audience choice, cross-platform fluidity and measurable business outcomes. Marketers must communicate gaming's value internally, equip teams with appropriate language and elevate gaming within broader marketing narratives. Scale now includes 3.6 billion global players and exposure extends beyond active players through gaming IP appearing across multiple forms of media. The label "gamer" often feels outdated and creates distance from common behaviors that include mobile commuting play, family console sessions and short puzzles during work breaks. Authenticity remains critical when integrating brands into gaming contexts.
Read at Digiday
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