Analysis: The streaming leader has sought to quickly expand its gaming footprint to add value to its current subscription offer and capitalise on growing consumer and commercial interest in gaming.

Brands are still ‘coming to terms’ with how to target gamers. Specialists warn that the audience is more diverse than advertisers often think, and that authenticity is required.

Interview: Itamar Benedy, CEO of in-game advertising company Anzu, hopes to bridge the gap between the needs of marketers and publishers. But can it deliver ads that don’t disrupt gamers’ user experience?

Strategy Leaders: Imagine it was 2018 and none of your competitors were using social media. That’s the opportunity that gaming offers today, writes Spark Foundry’s chief strategy and innovation officer.

Instead of virtual land and virtual shopfronts, start thinking of the metaverse like the offspring of twin technological advancements — the internet and gaming — and carrying half of the DNA of each.

TV advertising spend in the UK is expected to decline by 3% this year amid “tightened budgets”.

A two-year study by Lumen Research and Anzu found that in-game ads drive 98% viewability; a significantly higher figure than other digital ads.

Advertising Week Europe took over the Picturehouse Central cinema complex in London’s Piccadilly for three days of industry insights last week. The Media Leader’s Mike Fletcher was on the ground, tuned in to the panel discussions around three key areas – Artificial Intelligence, Data, and Connected TV.

In brief: Netflix has has 40 games due to launch this year, with another 70 in development with its partners, the streaming giant has announced,

A booming and evolving global sports industry requires uncomfortable changes and a provocative approach to embrace the new way and thrive.