Gaming is a real passion of Gen Z and Millennials, and this is true in Western Europe, too: YPulse’s data from our Gaming report shows that 95% of European 13-39-year-olds play some sort of video game. And gaming culture is expanding far beyond video games: look at how video game music was included for the first time as part of last year’s BBC Proms in London—one of the world’s most prominent classical music events. Brands in all sectors need to keep an eye on what’s happening in the gaming industry, since gamification is becoming such an important marketing tool—just look...