At Cannes Lions 2026, Jonathan Stringfield, Vice President, Microsoft Advertising & Gaming Business Leadership, met up with EMARKETER’s Max Willens at our Cannes studio to discuss gaming’s evolution into one of the most influential entertainment and cultural ecosystems. Hear how brands can navigate today’s expansive gaming landscape, tap into passionate fan communities, and connect with consumers across an interconnected world of games, streaming, film, and live experiences.