Game On: Brands, Gaming, & Culture

Gaming audiences don't follow a traditional marketing funnel. They discover new titles through friends, social media, advertising, streaming, and countless other touchpoints, often entering the player journey long before a campaign reaches them. For marketers, that means rethinking everything from creative development and media planning to measurement and long-term engagement.

In this episode of Game On: Brands, Gaming, and Culture, we welcome Jessica Clemens, Director of Client Partnerships, Leading Gaming at VDX.TV, to explore why the modern player journey looks more like an interconnected network than a linear path to purchase. Jessica discusses how brands can develop creative that resonates at different stages of discovery, why individual media channels need distinct roles and KPIs, and how gaming marketers can build meaningful relationships that extend well beyond the initial download.

The conversation also explores the growing fragmentation of gaming audiences, the importance of community in driving discovery, and how publishers can remain competitive when blockbuster releases like Grand Theft Auto VI threaten to dominate the industry's attention.

Gaming has evolved from a niche entertainment category into one of the most powerful forces shaping global culture. Yet while marketers increasingly recognize its influence, many still struggle to understand how to reach gaming audiences in meaningful ways.

In this episode of Game On: Brands, Gaming & Culture, we welcome Mike Murphy O'Reilly, Chief Revenue Officer of Dexerto, to explore why gaming demands a more sophisticated marketing strategy than simply sponsoring esports teams, partnering with streamers, or building branded experiences inside popular games.

From the anticipated cultural impact of Grand Theft Auto VI to the challenges of audience fragmentation, campaign measurement, and the explosive growth of gaming experiences, Mike explains why brands must stop treating gamers as a single demographic. The conversation also examines what successful gaming activations look like, how brands can create genuine value for gaming communities, and why understanding the culture surrounding games is just as important as understanding the games themselves.

For marketers looking to make gaming a bigger part of their strategy, the message is clear: Success starts with understanding the audience, not chasing the latest gaming trend.