Advertising Week New York and IAB UK Media Upfronts 2025 Recap

At Advertising Week New York and the IAB UK Media Upfronts, Activision Blizzard Media reinforced a powerful truth for marketers: gaming has become one of the most culturally and commercially impactful environments in advertising today. With a global audience of more than 3.6 billion players¹ and growing, gaming now sits at the center of the media mix—where brands can connect with consumers through shared passion, interactivity, and trust.

The Future of Gameplay Powered by Microsoft

In New York City, Dr. Jonathan Stringfield, Microsoft Advertising’s VP of Global Business Strategy, Analytics, and Trust, spoke across two sessions—The Future of Gameplay Powered by Microsoft and The Gaming Media Mix: Buying, Measuring, Scaling—to explore how gaming has become a cornerstone of modern marketing. Two years after Microsoft’s acquisition of Activision Blizzard, the combined power of Xbox, King, and Microsoft Casual Games enables brands to reach players seamlessly across console, mobile, and PC.

Stringfield emphasized that gaming is not a single channel but an ecosystem. Success depends on aligning creative and media strategy to brand goals and KPIs—whether through immersive integrations or scalable activations. There is no single formula for success; it’s about finding what fits the brand and measuring impact accordingly.

To scale effectively, marketers must think cross-platform, mirroring how players move between devices. The most effective strategies balance premium experiences with performance-driven media, using analytics and AI to measure and optimize attention and engagement across the full gaming landscape.

Where Culture Plays: Tapping into the Power of Gaming Audiences

At the IAB UK Media Upfronts, Activision Blizzard Media’s session, led by Chris Bailes, Melinda Spence, and Jamie Lyons (PHD Media), focused on gaming as both a cultural phenomenon and a performance channel. The discussion emphasized that gaming’s power lies in its diversity, depth of engagement, and ability to meet audiences wherever they play.

Jamie Lyons offered a simple but powerful takeaway: "Gaming isn't one channel." It's everywhere, woven into culture, conversations, and moments of entertainment across mobile, PC, and console. For marketers, this creates a wide-open canvas for brand storytelling and reach.

The session encouraged brands to lean into the flexibility of the gaming ecosystem. Reminding that execution doesn't have to be complicated when brands work with experts who understand the space. 

As Spence shared, the passion of gaming fandom amplifies ad effectiveness—transforming engagement into emotional connection. When brands respect that bond and craft player-first strategies, they not only earn attention but sustain it.

3 Key Takeaways

1. Gaming Is Core to the Media Mix:

Gaming has evolved from a niche interest into a mainstream media powerhouse. With billions of players worldwide, it delivers reach, relevance, and the sustained attention modern advertisers seek.

2. Creative Fit Is Everything:

Authenticity and alignment are essential. Ads that enhance gameplay—Rewarded Video, Playables, and contextual in-game formats—drive the strongest results by respecting player immersion.

3. Innovation Is Redefining Engagement:

AI, analytics, and platform integration are expanding what’s possible. As these technologies mature, gaming will continue to lead in creating measurable, meaningful brand experiences.

For brands ready to engage audiences across screens and moments, gaming is not just part of the cultural conversation—it is shaping it. The future of advertising is immersive, intelligent, and powered by play.

^{1 Source: Newzoo Global Games Market Report, August 2025}