Nine out of ten US gamers believe new games should cost less than $60, according to a new survey commissioned by the online marketplace G2A. As the cost of gaming rises many publishers are exploring new ways to monetise their titles without disrupting the gaming experience.

Video games and esports have become valuable advertising channels for brands to connect with the difficult to reach Gen Z and Millennial audiences in recent years. Now, we are seeing a growing trend of luxury brands exploring these new possibilities and activating in-game and via esports.

While most industries have suffered serious setbacks during the pandemic, the gaming industry has taken a huge leap forward. In this piece for Forbes Andrew Faridani, CEO of BreezeMaxWeb argues that brands making a move to advertise through gaming now will win big in the long term.

Bidstack’s CRO, Lewis Sherlock, delves into the future of in-game advertising in this article for The Drum. He takes a look at the effect technological advances and the wider adoption of gaming could have on in-game advertising as it evolves as an exciting, new advertising medium.

With video games the world's most popular form of entertainment, and platforms like Twitch streaming content to millions of daily users, Marta Swannie, Senior Creative and Innovation Director at WPP brand agency Superunion, examines the emerging market of esports and how brands can play the game.

In the US Esports 2020 Report, eMarketer explores US esports ad revenues and viewership in 2020, how the pandemic affected their initial esports estimates and how marketers can leverage potential opportunities in the space.