{"id":12234,"date":"2025-04-02T17:29:17","date_gmt":"2025-04-02T21:29:17","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/04\/02\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/"},"modified":"2026-05-07T18:23:31","modified_gmt":"2026-05-07T22:23:31","slug":"pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/","title":{"rendered":"Pause the Ads, Press Play on Gaming: The Future of Brand Engagement"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Samsung isn\u2019t just watching the gaming revolution\u2014it\u2019s shaping it. From Fortnite to Roblox to PUBG Mobile and more, Livewire and Samsung have spent the past two years pioneering a new playbook for authentic gaming engagement \u2014and reaping the rewards. With proven brand uplift and campaigns that genuinely resonate with gamers, this session reveals how gaming is redefining brand engagement and why the smartest marketers are doubling down on interactive experiences that deliver real impact.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Samsung isn\u2019t just watching the gaming revolution\u2014it\u2019s shaping it.<\/p>\n","protected":false},"author":7,"featured_media":12235,"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-12234","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>Pause the Ads, Press Play on Gaming: The Future of Brand Engagement | 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\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pause the Ads, Press Play on Gaming: The Future of Brand Engagement\" \/>\n<meta property=\"og:description\" content=\"Samsung isn\u2019t just watching the gaming revolution\u2014it\u2019s shaping it.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-02T21:29:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-07T22:23:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-2.31.00-PM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1434\" \/>\n\t<meta property=\"og:image:height\" content=\"1252\" \/>\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\\\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\\\/12234\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\\\/12234\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Pause the Ads, Press Play on Gaming: The Future of Brand Engagement\",\"datePublished\":\"2025-04-02T21:29:17+00:00\",\"dateModified\":\"2026-05-07T22:23:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\\\/12234\\\/\"},\"wordCount\":89,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\\\/12234\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-06-at-2.31.00-PM.png\",\"keywords\":[\"AWEurope 2025 Sessions\",\"Gaming &amp; Esports\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\\\/12234\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\\\/12234\\\/\",\"name\":\"Pause the Ads, Press Play on Gaming: The Future of Brand Engagement | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\\\/12234\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\\\/12234\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-06-at-2.31.00-PM.png\",\"datePublished\":\"2025-04-02T21:29:17+00:00\",\"dateModified\":\"2026-05-07T22:23:31+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\\\/12234\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\\\/12234\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\\\/12234\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-06-at-2.31.00-PM.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-06-at-2.31.00-PM.png\",\"width\":1434,\"height\":1252},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\\\/12234\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Pause the Ads, Press Play on Gaming: The Future of Brand Engagement\"}]},{\"@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":"Pause the Ads, Press Play on Gaming: The Future of Brand Engagement | 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\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/","og_locale":"en_US","og_type":"article","og_title":"Pause the Ads, Press Play on Gaming: The Future of Brand Engagement","og_description":"Samsung isn\u2019t just watching the gaming revolution\u2014it\u2019s shaping it.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/","og_site_name":"AW360","article_published_time":"2025-04-02T21:29:17+00:00","article_modified_time":"2026-05-07T22:23:31+00:00","og_image":[{"width":1434,"height":1252,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-2.31.00-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\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Pause the Ads, Press Play on Gaming: The Future of Brand Engagement","datePublished":"2025-04-02T21:29:17+00:00","dateModified":"2026-05-07T22:23:31+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/"},"wordCount":89,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-2.31.00-PM.png","keywords":["AWEurope 2025 Sessions","Gaming &amp; Esports"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/","name":"Pause the Ads, Press Play on Gaming: The Future of Brand Engagement | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-2.31.00-PM.png","datePublished":"2025-04-02T21:29:17+00:00","dateModified":"2026-05-07T22:23:31+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-2.31.00-PM.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-06-at-2.31.00-PM.png","width":1434,"height":1252},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/pause-the-ads-press-play-on-gaming-the-future-of-brand-engagement\/12234\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Pause the Ads, Press Play on Gaming: The Future of Brand Engagement"}]},{"@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\/12234","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=12234"}],"version-history":[{"count":1,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12234\/revisions"}],"predecessor-version":[{"id":17944,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12234\/revisions\/17944"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/12235"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=12234"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=12234"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=12234"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=12234"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}