MaryLeigh Bliss, chief content officer at YPulse, joins Gabriella Mirabelli to discuss new research on how tweens relate to gaming. Three-quarters of 8- to 12-year-olds now call themselves gamers, a rate that matches teens, and the identity carries real weight for how brands reach this age group. Bliss and Mirabelli talk through why gaming functions as a shared culture, how virtual purchases build brand loyalty that follows kids into adulthood, and why marketers without a gaming strategy are missing the biggest channel to young consumers.