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...