Leveling Up Engagement: How Brands Win with Gaming Audiences
Gaming is the “social glue” of Gen Z, with 32% more likely than average players to log in just to hang out with friends. Yet, only 5% of media dollars flow into gaming. Why the disconnect? For years, advertisers saw gaming as a walled garden. But with new ad formats, targeting, and measurement tools, brands can now break through authentically. This session explores how communities power culture, why brands have historically struggled to connect, and how innovations are finally unlocking authentic engagement across the funnel.
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Audiences Are Rewriting the Rules of ‘Real’
For years, digital culture rewarded optimization. Now, young adult audiences are turning away from overly curated “authentic” content and moving towards community-created content that feels “alive.” Twitch Ads set out to map that change, and what it means for brands that still think “relatable” is the finish line.
Agentic AI Is Tipping the Balance of Power From Retailers to Brands
For brands with real differentiation and a loyal following, the conclusion is straightforward.
