Gaming is such an integral part of Gen Z’s lives that brands simply cannot miss out on their involvement in video games. And while some brands might find it daunting to launch marketing campaigns in video games, the truth is that young consumers genuinely welcome brands’ involvement. YPulse’s data shows that 57% of European 13-24-year-olds agree, “More brands getting involved in video games make gaming more interesting / unique.” Our research also shows that they’re open to a variety of marketing strategies from brands, including sponsored challenges, skins, emotes, mini-games, and branded worlds. Gen Z is so open to in-game marketing that even their least favorite format—virtual billboards—appeals to 43% of them. So, brands shouldn’t wait any longer before they step into young Europeans’ virtual playground and launch in-game activations. But where should brands start? And what are the most effective ways to reach this gen in video games? In YPulse’s Gaming Marketing Playbook trend report, we give European 13-24-year-olds a list of 15 gaming marketing options, from virtual...