1、GAMING:NO LONGER JUST A SIDE QUEST FOR BRANDSPowered by 2024 dentsu|all rights reserved2024:STATE OF GAMING REPORTWelcome to the second edition of the Gaming Report!The biggest games in the world continue to drive massive,pop-culture-defining moments,while small independent games capture the hearts,

2、minds,and time of dedicated player communities.Game ecosystems like Roblox,Fortnite,and Minecraft are platforms where players can create,share,and broadcast their creations to legions of fans and millions of community members.Some of the most successful movies,TV shows,and series are game adaptation

3、sachieving both critical acclaim and box office success globally.Player engagement and revenue continue to rise,and ad spending at scale is poised to break away from its genesis stage.Now is the time for brands to fully harness the power of the gaming community by engaging with this group in authent

4、ic,meaningful,and rewarding ways.This engagement must be both culturally relevant and socially integrated into broader integrated marketing campaigns which must be built upon a gaming strategy.At dentsu,we are actively expanding the overlap between gamers and target audiences for our clients.We do t

5、his through partnerships with publishers,exclusive media opportunities,and ensuring our clients get front of the line access to engage with gamers globally.The brands that win at gaming are using an integrated approach with gaming and entertainment;interlocking with planning,strategy,and activation

6、as part of their campaign development.This is a critical way for marketers to sell internally to stakeholders and gain momentum within their respective organizations for gaming.It then becomes easier to get budget prioritization,because it is not just another bolt on to a plan it IS the plan.With de