I’ve by no means seen so many gaming folks at a seashore occasion. That’s my primary takeaway after spending solely two (unbelievable) days on the Cannes Lions International Festival of…

I’ve by no means seen so many gaming folks at a seashore occasion.

That’s my primary takeaway after spending solely two (unbelievable) days on the Cannes Lions International Festival of Creativity.

Roblox
Electronic Arts (EA)
Discord
Microsoft
Twitch
Roku (sure, you learn that proper)

The listing goes on. What’s clear is that recreation builders and publishers are pushing extra aggressively to place video games because the marquee avenue for manufacturers to succeed in and have interaction customers.

What’s additionally clear is that manufacturers are getting the message – effectively, kind of. There’s nonetheless an enormous disconnect between what model leaders suppose video games, and avid gamers, are, and what the precise actuality is.

And then there’s the large unknown and uncertainty for manufacturers in the case of measuring their success in gaming environments. Any marketer that places $1 into Meta will get a really assured projection of what their return can be. Put $1 right into a gaming surroundings – and the return prediction turns into a dance-off between jazz arms and sticking a finger within the air.

Cannes made one factor very clear. Gaming has unbelievable potential that’s but to be unlocked. The business has to rally round figuring out the important thing metric it may well ship on, learn how to finest measure it persistently throughout platforms and recreation sorts, and show tangible ROI.

The second this occurs, the floodgates when it comes to promoting {dollars} will open – particularly in a world the place shopper contact factors can be much more fragmented going ahead.

Kudos to Matt Edelman 🔜 Cannes Lions, Jonathan Stringfield, PhD, Anna Miller, Lisa (Giovanzana) Willett and lots of extra for thought-provoking and enjoyable conversations. Hope you are holding up within the sweltering warmth 🪭