As the battle for supremacy between Playstation and Xbox intensifies, Microsoft has announced the acquisition of gaming giant Bethesda. It remains to be seen if this is a move designed to deliver more first-party content to the platform but the strategic move is timed interestingly with both Sony and Microsoft laying out plans for their new consoles over the last few weeks.

Bidstack Partners, Football Manager made their debut on the Epic Games store last week and drew an impressive response from the platforms avid audience. More than 1m new players downloaded the game according to this report from PC Gamer, delivering one of the biggest audiences the game has ever seen.

Brands from outside the world of gaming are looking to the channel more and more in an effort to reach consumers with Covid-19 restrictions blocking many traditional brand activations. The luxury fashion industry, in particular, is seizing the opportunity to reach their target audience with in-game activations and this piece from Econsultancy outlines some of the approaches these brands are taking.

Sony ended speculation around the pricing of their new console last week by revealing the cost and specs to their army of loyal fans. The PS5 will be priced at £449 whilst the Digital Edition will be available for £360), closely matching the pricing shared last week for the Xbox.

Mobile Marketing Magazine caught up with the Deputy MD of tmwi to discuss changing consumer behaviour, the evolution of data and where in-game advertising fits into the media mix for brands and agencies looking to get ahead of their counterparts.

IKEA are working with Asus Republic Of Gaming's engineers to develop an affordable new line of gaming chairs and accessories to furnish consumer homes. It's another great example of how gaming has become a familiar part of our everyday lives and something that big brands can’t afford to ignore.