4As Gaming Day 2025 Event Recap

4As Gaming Day returned for its third year to New York City with a sharpened focus: helping marketers communicate gaming’s value internally and integrate it more strategically into planning. Opening conversations emphasized that gaming’s audience has far outgrown outdated perceptions. With participation spanning age, gender, and platform, speakers reinforced that gaming is not a niche audience segment but a mainstream media environment defined by choice and cross-platform habits.

Gaming Is Mass Media: A New Baseline for Marketers

Dr. Jonathan Stringfield, VP of Global Business Strategy, Analytics & Trust at Microsoft Advertising, delivered one of the day’s most substantive conversations. He challenged lingering misconceptions about scale, noting that “the scale of gaming has come a lot further than the perception,” driven by generations who have grown up with gaming as native media.

He underscored gaming’s pervasive cultural influence, explaining that exposure to gaming IP is now unavoidable across entertainment touchpoints. At the same time, he drew attention to gaming’s unique cognitive environment. Unlike passive channels, gameplay commands total focus. “When you’re in a game environment, you’re locked in. Attention is zero sum,” he said, emphasizing the need for ads to respect immersion and enhance the experience rather than interrupt it.

Stringfield also addressed the topic of measurement with clarity. He argued that gaming’s challenge is not a lack of measurability but uneven standards across offerings. Partners must provide measurement aligned with established advertising standards. “If your partner doesn’t have concrete measurement, I recommend finding a partner who can help land that plane,” he advised. 

Solving Brand Problems Through Play

The remainder of the day examined how gaming helps solve real brand challenges. Speakers highlighted how player behavior creates opportunities to reach audiences across moments and platforms. With players shifting fluidly between mobile, console, and PC, the most effective strategies mirror this movement. Brands can activate premium experiences, creator-driven content, real-time cultural moments, and scalable formats depending on what aligns with their objectives.

Panelists across sessions emphasized that the value lies not in choosing one platform but in understanding the strengths of each screen. That message echoed throughout the day’s breakout sessions.

Practical Guidance Across Audience, Creative, and Measurement

Attendees had the chance to voice their own challenges and words of advice to one another in three focused breakout discussions that offered practical guidance across audience strategy, creative development, and measurement. Speakers emphasized that no single platform defines gaming; each environment provides unique strengths, and strategic planning depends on meeting players where they naturally spend time. The creative discussions reinforced the importance of designing experiences that complement gameplay through contextual alignment, in-world storytelling, and respect for player motivation. The measurement-session discussion leaders, including Activision Blizzard’s Claire Nance, highlighted how rigorous, standards-based frameworks allow gaming to perform alongside other major channels with clarity and confidence.

A Unified Direction for the Industry

Gaming Day 2025 demonstrated that marketers are aligned on the channel’s value. The conversations have moved from justification to application. As host, Activision Blizzard Media helped anchor the day in practical, player-first guidance. The message was clear. Gaming is delivering cultural resonance, meaningful attention, and measurable business outcomes. For brands ready to participate, the opportunity is active, adaptable, and available across every screen.

3 Key Takeaways

1. Gaming Is a Mainstream Media Environment
   Participation is broad and representative, positioning gaming as a scaled, culturally driven channel that reaches consumers wherever they play.
   
   

2. Immersion Requires Player-First Creative
   Gaming’s strength lies in focused attention. Ads that align with the gameplay experience—such as Rewarded Video or Playables—earn that attention without breaking flow.
   
   

3. Measurement Determines Credibility
   Marketers need partners who deliver transparent, standards-aligned measurement to move gaming beyond experimental budgets and into long-term strategies.
   
   

Gaming Day made the state of the industry clear. The opportunity is established, measurable, and ready for brands that are prepared to engage players with intent and respect.