British broadcaster ITV made a ‘90s-style video game to promote its programming. 

British broadcaster ITV made a ‘90s-style video game to promote its programming. The video game is the next piece of ITV’s “Drama vs Reality” campaign, a series of ads that pits the channel’s reality and drama stars against each other in mock fights to promote ITV Hub, ITV’s streaming service. Now viewers can get in on the battles through ITV’s new online game, which is styled after classic fight match arcade games from the ‘90s. According to our trend research on The State of Gaming, nearly three in four U.S. Gen Z and Millennials are playing video games every week on consoles, PCs, and their phones. YPulse’s exclusive COVID research also found that during quarantine, 46% of 13-39-year-olds started playing a new mobile or video game. And our Media Consumption report found that entertainment spending on gaming is growing, with the number of 13-39-year-olds who say they have spent money on gaming increasing from 34% to 48% between May and June 2020. Now, games are an essential way for brands to reach young consumers, with ITV’s interactive ad campaign just one example of how games can boost brand interaction. (Adweek)