{"id":12190,"date":"2025-04-02T16:08:43","date_gmt":"2025-04-02T20:08:43","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/04\/02\/rip-social-media-marketing-make-way-for-gaming\/"},"modified":"2026-05-07T18:27:16","modified_gmt":"2026-05-07T22:27:16","slug":"rip-social-media-marketing-make-way-for-gaming","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/","title":{"rendered":"RIP Social Media Marketing. Make Way for Gaming"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Gen Z &#038; Gen Alpha are leaving social media behind. They spend more time on Roblox and Fortnite than on YouTube and TikTok combined.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So how are some of the world\u2019s most iconic brands leveraging virtual worlds and gaming to connect with tomorrow\u2019s consumers?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Join Charles Hambro as he unpacks the data behind gaming\u2019s rise as a marketing powerhouse, what\u2019s next for 2025, and how brands can measure success.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Gen Z &#038; Gen Alpha are leaving social media behind.<\/p>\n","protected":false},"author":7,"featured_media":12191,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[46,8],"topics":[2],"class_list":["post-12190","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-aweurope-2025-sessions","tag-gaming-esports","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>RIP Social Media Marketing. Make Way for Gaming | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RIP Social Media Marketing. Make Way for Gaming\" \/>\n<meta property=\"og:description\" content=\"Gen Z &amp; Gen Alpha are leaving social media behind.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-02T20:08:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-07T22:27:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-1.10.17-PM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1198\" \/>\n\t<meta property=\"og:image:height\" content=\"920\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/rip-social-media-marketing-make-way-for-gaming\\\/12190\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/rip-social-media-marketing-make-way-for-gaming\\\/12190\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"RIP Social Media Marketing. Make Way for Gaming\",\"datePublished\":\"2025-04-02T20:08:43+00:00\",\"dateModified\":\"2026-05-07T22:27:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/rip-social-media-marketing-make-way-for-gaming\\\/12190\\\/\"},\"wordCount\":79,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/rip-social-media-marketing-make-way-for-gaming\\\/12190\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-06-at-1.10.17-PM.png\",\"keywords\":[\"AWEurope 2025 Sessions\",\"Gaming &amp; Esports\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/rip-social-media-marketing-make-way-for-gaming\\\/12190\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/rip-social-media-marketing-make-way-for-gaming\\\/12190\\\/\",\"name\":\"RIP Social Media Marketing. Make Way for Gaming | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/rip-social-media-marketing-make-way-for-gaming\\\/12190\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/rip-social-media-marketing-make-way-for-gaming\\\/12190\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-06-at-1.10.17-PM.png\",\"datePublished\":\"2025-04-02T20:08:43+00:00\",\"dateModified\":\"2026-05-07T22:27:16+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/rip-social-media-marketing-make-way-for-gaming\\\/12190\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/rip-social-media-marketing-make-way-for-gaming\\\/12190\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/rip-social-media-marketing-make-way-for-gaming\\\/12190\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-06-at-1.10.17-PM.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-06-at-1.10.17-PM.png\",\"width\":1198,\"height\":920},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/rip-social-media-marketing-make-way-for-gaming\\\/12190\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"RIP Social Media Marketing. Make Way for Gaming\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"RIP Social Media Marketing. Make Way for Gaming | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/","og_locale":"en_US","og_type":"article","og_title":"RIP Social Media Marketing. Make Way for Gaming","og_description":"Gen Z & Gen Alpha are leaving social media behind.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/","og_site_name":"AW360","article_published_time":"2025-04-02T20:08:43+00:00","article_modified_time":"2026-05-07T22:27:16+00:00","og_image":[{"width":1198,"height":920,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-1.10.17-PM.png","type":"image\/png"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"RIP Social Media Marketing. Make Way for Gaming","datePublished":"2025-04-02T20:08:43+00:00","dateModified":"2026-05-07T22:27:16+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/"},"wordCount":79,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-1.10.17-PM.png","keywords":["AWEurope 2025 Sessions","Gaming &amp; Esports"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/","name":"RIP Social Media Marketing. Make Way for Gaming | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-1.10.17-PM.png","datePublished":"2025-04-02T20:08:43+00:00","dateModified":"2026-05-07T22:27:16+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-1.10.17-PM.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-1.10.17-PM.png","width":1198,"height":920},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/rip-social-media-marketing-make-way-for-gaming\/12190\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"RIP Social Media Marketing. Make Way for Gaming"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12190","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=12190"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12190\/revisions"}],"predecessor-version":[{"id":17926,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12190\/revisions\/17926"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/12191"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=12190"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=12190"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=12190"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=12190"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}