With the conclusion of Cannes Lions 2023, gaming appears to be the “future of marketing.” YPulse has said for years that the future of marketing is inside video games, and that media brands are competing for these young gens’ attention as they take over traditional media—and this year’s Cannes Lions festival further solidified this conclusion. The head of global gaming at TikTok says gaming “is the biggest opportunity for every brand nowadays” because “it’s cross generational”—essentially, brands can use video game-based marketing to target all consumers. And brands from every industry, from Elf Cosmetics to DoorDash have started collabing with gaming brands to expand their target audiences. And as YPulse data already shows gaming influencing young people’s real brand affinity, now is the best time to hop onto this trend. (The Drum)
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