As 2025 approaches, some seasoned marketers have begun forging a new path to reach and engage gamers with astonishing success. It may seem strange that this new direction involves brands supporting in-game developers, but a deeper understanding of user-generated content (UGC) in gaming, combined with Gen Z’s values, attitude and mindset, makes the picture much clearer.

This month we shared our thoughts in a deep-dive article on The Drum, breaking down:

• How brands are realizing that UGC in gaming is mainstream
• Modding vs Fortnite UEFN vs Roblox Experiences
• Why Gen Z cares about in-game creators
• Best-in-class examples of brands supporting game developers
• A blueprint for advertisers in 2025

Read the article in full here.