Gaming has become mainstream consumer behavior and a serious business opportunity. In the U.S., two-thirds of Americans play video games, yet gaming still receives only a small share of digital ad investment. That disconnect between audience behavior and media allocation creates one of the clearest white spaces in today’s marketing mix. For brands, the opportunity is larger than placing ads inside games. Gaming gives marketers a way to show up in environments where consumers play, watch, compete, socialize, create, shop, and express identity.

The Business Case for Gaming helps CMOs, senior marketers, agency executives, brand leaders, and media decision-makers understand where gaming fits in business and media/marketing strategy. The guide explains how gaming can support brand awareness, consideration . . .