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While game devs may feel downtrodden, brands are optimistic on the gaming opportunity | IAB’s Zoe Soon
For game devs, the past 2.5 years of hardship and layoffs make it seem like gaming is falling apart. But that's not how the brands see it.
But even if you put aside everything that’s happening with the creator economy and AI, brands can’t afford to ignore gaming because it drives real business outcomes.” “If we shoehorn gaming into the outdated models inspired by linear television, we reduce it to something it was never meant to be, and we miss what it truly has to offer,” Soon said. The brands will help make the bridge into gaming with this IP, whether the integrations happen with things like cosplaying or other factors.
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