As mobile games adjust to privacy rules and consoles pursue new native ad formats, brands finally have more chances to advertise in games.

Gamers who grew up on PC and console games are seeking sophistication in their mobile hybrid-casual games, AAA titles, and multiplayer mobile games. We dive into the future of gaming.

Microsoft’s attempt to acquire Activision Blizzard in what could essentially create a video game monopoly has many, including the Federal Trade Commission, keeping a close eye on the gaming industry. The $68.7 billion acquisition would give Microsoft a leadership position with franchises like Call of Duty, Candy Crush Saga, World of Warcraft, Diablo, and Overwatch.

FTC’s biggest antitrust test: Successfully blocking Microsoft’s $68.7 billion acquisition of Activision Blizzard could define Lina Khan’s tenure in the FTC. A legal skirmish with Big Tech will be long and expensive.

Western Europe’s digital video audience continues to grow, though some financially squeezed consumers are canceling subscriptions. In 2023, more than 290 million people in the region will watch digital video at least monthly.

“Social is everything we do. It’s the connective tissue.” That was the message from Meghan Myszkowski, global head of social media for Xbox and Game Pass, at Advertising Week New York. But social media is constantly changing, making brand relevance often hard to achieve. Here’s what brands should keep in mind.

Competition coming for the Switch: More powerful devices that can leverage 5G connectivity and vast libraries of popular PC and mobile games will be the foundation for next-generation handheld gaming.

Sony expands its empire into mobile: Its latest acquisition will be a testing ground for in-game ads and mobile service games.

Activision-Blizzard acquisition rocked by UK antitrust probe: A prolonged investigation could have wide implications as regulators study whether the deal will lead to higher prices, lower quality, and fewer consumer options.

Sony’s future gaming fortunes are in PC titles: The PlayStation maker is betting big on ports of its games on Windows PCs, a market where console rival Microsoft is already a dominant player.

Consumers are worried about the surge of ads in gaming: Xbox and Sony both have in-game ad programs in the works, and consumers aren’t thrilled.

US-based Mana’s perks like debit card points and special offers on subscriptions for gaming services are tailored toward its target affinity group.

Subscriptions are becoming increasingly important to the video game industry: That’s the lesson from Sony’s launch of its new service, which is set to take on Microsoft’s Game Pass.

Sony to buy Bungie for $3.6B in latest gaming mega-deal: Acquisition looks to be a long-term play to secure future exclusives, but consolidation could stifle future innovation.

Xbox makes nearly $70 billion bet on Activision Blizzard: Microsoft moves in just as the maker of Candy Crush and Overwatch saw slumping sales due to misconduct allegations.

Microsoft acquires Activision Blizzard, publisher of Call of Duty and World of Warcraft: The $68.7 billion deal will create a gaming behemoth but could face regulatory roadblocks.

Samsung smart TVs will bring video games to users this year: The connected TV (CTV) manufacturer partners with several game streaming services in a move that could spur similar features from rivals.

Among US gamers, PlayStation Now and Xbox Game Pass are the most popular video game subscription services, used by 21% and 18% of those ages 18 and older, respectively.

Connected TV ad spending continues to expand substantially.

Microsoft is in talks to acquire the popular chat platform, part of a greater focus by Microsoft on social media.